There are souvenirs, and then there are the objects that become crucial elements in a child’s life from this day forth. At Universal Kids Resort, now open in Frisco, Texas, the merch is not just hanging around politely waiting for you near the exit. It’s part of the play. It’s part of the story. It’s part of the “I’m not taking this off, actually” outfit your kid will be wearing to breakfast, on the car ride home, and possibly in the cereal aisle later that week.
- Universal Kids Resort is a new theme park designed for kids now open in Frisco, Texas.
- The merchandise offerings at Universal Kids Resort include items for the whole family and are inspired by characters like Shrek, SpongeBob SquarePants, and Illumination’s Minions.
- There are retail locations themed to fan-favorite characters in each of the lands throughout the theme park.
Universal Kids Resort is designed intentionally for kids and their families, and that same kid-first approach extends straight into the merchandise. This is not adult theme park merch getting hit with a shrink ray and a glitter cannon. The products are being created from a child’s point of view, built for how kids move through a theme park, how they imagine themselves inside a world, and how they turn one hat, hoodie, plush, or keychain into an entire personality for the day.
And yes, grown-ups, you are very much invited to the playdate.
Merch That Meets Kids Where They Are
Edward Hardy, manager of visual merchandise for Universal Destinations & Experiences, says Universal Kids Resort merch is designed to help guests fully step into the stories around them.
“I think it’s all about creating an immersive experience for every single guest,” Edward says. “How can we dress up as our favorite character, and how do we play for the whole day?”
This merch is not just about the family photo, though let’s be real, the family photos are about to go platinum. It’s about giving kids the tools to become part of the land around them. A plush character is not just a plush. It’s a sidekick.
Edward says that idea shapes the product development from the start, beginning with essentials and cosplay pieces, then expanding into toys and play items kids can engage with inside the stores themselves. In other words, the shop is not only a place to choose the thing. It’s a place to try the thing, play with the thing, and immediately begin building a whole imaginary episode around the thing.
Tiny retail playgrounds? We’re listening.
The “I’m Wearing This All Day” Era
A major part of the Universal Kids Resort merch story is cosplay, but not in the convention-center-with-a-rolling-suitcase way. This is cosplay built for kids who want to run, climb, splash, dance, snack, repeat.
Think wearable pieces that help kids instantly become part of the world they just walked into. In DreamWorks’ Puss in Boots Del Mar, guests will find an adorable Puss in Boots hat featuring his eyes, mouth, and iconic feathered hat. Pair it with a T-shirt inspired by his outfit and cape, and suddenly your kid has gone from “ready for the park” to “small swashbuckling legend with juice box privileges.”
Then there’s Isle of Curiosity, where cosplay pieces bring that world to life in especially fun ways. With headwear themed to the characters from “Gabby’s Dollhouse” like Gabby, Cakey Cat and more, this kind of character connection is huge for young fans. It’s not just about recognizing Gabby and friends. It’s about joining them.
And before you enter DreamWorks’ Shrek’s Swamp, prepare emotionally for matching Shrek hoodies with ogre ears.
“I think one of my favorite items for adults and kids alike is at the Triplet Treasures retail location,” says Anthony Armenia, Director of Global Merchandize and Retail at NBCUniversal. “We have matching Shrek hoodies with ogre ears on them, and they are absolutely adorable. We offer them in kid sizes and adult sizes.”
This is where Universal Kids Resort starts feeling like a family bonding experiment disguised as a hoodie. Parents who grew up quoting Shrek now get to stand next to their kids, both wearing ogre ears, living their swamp truth.
Interactive, Playable, Absolutely Clutch
Another big theme in the merch at Universal Kids Resort is interactivity. Because, as any parent knows, kids don’t just want to own things. They want to push buttons, open compartments, carry tiny treasures, reveal surprises, and invent lore.
Anthony points to one item from Jurassic World Adventure Camp as a perfect example: Little hatching keychains that light up and glow, with a plush dinosaur inside.
Not only can kids clip the keychain onto a bag, they also get the glow effect, the reveal moment, and a plush dinosaur they can actually play with. It’s part accessory, part toy, part emotional support dino. During a merchandise photo shoot, Anthony says the kids did exactly what you would hope kids would do.
“The kids were actually playing with them and would not let go of the plush,” he says. “The keychain was clipped on the bag, they were clenching the plush, and I think it just goes to show that the product development team knew their mission and accomplished it.”
That is the kind of detail that says a lot. Kids are ruthless product testers, after all.
Familiar Worlds, New Kid-Sized Energy
One of the biggest thrills of Universal Kids Resort is seeing beloved worlds through a younger lens. SpongeBob SquarePants, Shrek, Trolls, Jurassic World, Gabby’s Dollhouse, Puss in Boots, and the Minions already have massive fan bases. Some parents grew up with them. Some kids are meeting them fresh. Some families are in the sweet spot where everyone knows the references, but for completely different reasons.
Edward says that multi-generational connection is part of what makes the experience so exciting, especially with characters who have stayed part of family life for years.
“There’s a lot of generations that are attracted to Puss in Boots and Shrek and SpongeBob,” Edward says. “Watching that energy as an adult and then knowing what a child’s energy is going to look like on the ground, I think it just spans generations.”
The park may be designed for kids, but the merch has a wink for everyone. Kids get the immediacy of play. Parents get the nostalgia hit. Older siblings get the character flex. Everyone gets pulled into the same story, whether they are wearing a hoodie, holding a plush, or pretending they are not about to buy the SpongeBob headband for themselves.
(No judgment. The Fry Cook hat calls to all of us eventually.)
A Take-Home Feeling
At its best, merchandise is not just stuff. It’s proof that the day happened. It’s the tangible piece of a memory that gets unpacked from a backpack later, maybe still smelling faintly like sunscreen, popcorn, and victory.
And that is what makes the upcoming merchandise at Universal Kids Resort feel so exciting. It’s not simply a collection of shirts, toys, headbands, hoodies, plush, and accessories. It’s a wardrobe for imagination and a toolkit for play.
So, yes, families will discover rides, shows, restaurants, characters and new lands built with young guests in mind at Universal Kids Resort. But they will also find the pieces that help kids carry those worlds with them.
What merchandise item do you think your kid will latch onto first at Universal Kids Resort? Let us know in the comments below.
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