Universal Kids
Universal Kids Resort is a newly opened (2026) theme park in Frisco, Texas, operated by NBCUniversal/Comcast, designed for families with young children. It features seven character-licensed themed lands, a 300-room on-site hotel, and diversified ticket, pass, and ancillary revenue streams.
- Company typePrivate
- Founded2005
- HeadquartersNewark, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Universal Kids does
Universal Kids Resort is a newly opened (2026) theme park destination in Frisco, Texas, operated by NBCUniversal, a subsidiary of Comcast Corporation. It is the first Universal theme park specifically designed and developed for families with young children, featuring seven themed lands built around licensed character franchises: DreamWorks' Shrek's Swamp, Nickelodeon's SpongeBob SquarePants Bikini Bottom, Illumination's Minions vs. Minions: Bello Bay Club, Jurassic World Adventure Camp, DreamWorks' TrollsFest, DreamWorks' Puss in Boots Del Mar, and Isle of Curiosity (Gabby's Dollhouse). Each land includes age-appropriate rides, shows, character meet-and-greets, and interactive play areas, with sensory gardens and inclusive design features throughout. The resort holds Certified Autism Center designation from IBCCES, with staff trained in assisting sensory-sensitive guests.
The business operates a diversified revenue model spanning 1-day and 2-day general admission tickets (from $54.99 per person), Silver Annual Pass subscriptions (with and without parking), a 300-room on-site hotel across four tiers (Standard Queen to Family Suite), a $999.99 Private VIP Experience, themed dining, merchandise, parking ($20-$30), and add-on experiences such as the $25 Troll-ify Me! face paint program. Distribution is direct-to-consumer through the park website, gate sales, the Universal Parks & Resorts Vacations bundling platform, and a dedicated group sales team targeting schools, camps, scouts, religious organizations, and youth sports teams. A military discount program, verified through ID.me, extends accessibility to service member families. Integration partners include NTTA (TollTag expedited parking) and ID.me.
As a wholly-owned subsidiary within NBCUniversal/Comcast's Universal Destinations & Experiences portfolio, Universal Kids Resort benefits from cross-promotion with sibling properties in Orlando, Hollywood, Japan, Beijing, and Singapore, and from corporate-level licensing economics with DreamWorks, Nickelodeon, and Illumination. The entity has a single physical location, a stated headcount band of 51-100 employees for the broader Universal Kids entity, no disclosed revenue, and no venture or private equity ownership.
Universal Kids firmographics
Firmographics- Name
- Universal Kids
- Legal name
- Universal Kids Resort
- Website
- https://UniversalKids.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Universal Kids Resort is a newly opened (2026) theme park in Frisco, Texas, operated by NBCUniversal/Comcast, designed for families with young children. It features seven character-licensed themed lands, a 300-room on-site hotel, and diversified ticket, pass, and ancillary revenue streams.
- Ownership category
- akta.pro rank
Universal Kids industry classification
Industry- Product category
- Family Theme Park Resort
- NAICS
- Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF)
- akta.pro secondary industries
- Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA), Family-Oriented Full-Service Hotels (THAGAAAF)
Keywords
Where Universal Kids is headquartered
LocationHeadquarters
- HQ city
- Newark
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Universal Kids business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Theme Park Admission: Revenue from selling 1-day and 2-day general admission tickets to the theme park. Children under 2 enter free. Tickets available with or without Coca-Cola Freestyle souvenir cup add-ons.
- Annual Passes: Silver Annual Pass and Silver Annual Pass with Parking provide recurring revenue from repeat visitors. Passes include 12 months of general admission with blockout dates.
- Hotel Accommodations: 300 guest rooms and family suites including Standard Queen, Deluxe Queen, Signature Queen, and Family Suite categories. Revenue from overnight stays with three-meal dining options.
- Food and Dining: Dining options throughout the park with themed restaurants and food stands inspired by park characters and lands.
- Merchandise: On-site retail stores selling souvenirs, character merchandise, and themed products.
- VIP Experiences: Private VIP Experience at $999.99 for up to 6 guests includes 4-hour guided tour, priority access, VIP lounge access, complimentary snacks, and dining/retail discounts.
- Add-on Experiences: Troll-ify Me! face paint experience at $25.00 per person, stroller rentals at $15.00 per day, and other enhancement experiences.
- Parking: Regular parking at $20 plus tax, Premium parking at $30 plus tax, RV/Bus parking at $30 plus tax, and hotel parking at $20 per night for guests.
- Group Bookings: Group sales for youth organizations, schools, camps, and religious groups with complimentary chaperone tickets and special pricing for parties of 15 or more.
- Vacation Packages: Bundled vacation packages combining hotel stays, park tickets, and local adventures through Universal Parks & Resorts Vacations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 1-Day General Admission |
| One time/ perpetual license | Pay-as-you-go | 2-Day General Admission |
| One time/ perpetual license | Pay-as-you-go | 1-Day General Admission + Coca-Cola Freestyle Cup |
| One time/ perpetual license | Pay-as-you-go | 2-Day General Admission + Coca-Cola Freestyle Cup |
| Subscription | Annual | Silver Annual Pass |
| Subscription | Annual | Silver Annual Pass with Parking |
| One time/ perpetual license | Pay-as-you-go | Private VIP Experience |
| One time/ perpetual license | Pay-as-you-go | Troll-ify Me! Experience |
| Unit Pricing | Pay-as-you-go | Double Stroller Rental |
| Unit Pricing | Pay-as-you-go | Regular Parking |
| Unit Pricing | Pay-as-you-go | Premium Parking |
| Subscription | Multi-year contract | Standard Queen Room |
| Subscription | Multi-year contract | Deluxe Queen Room |
| Subscription | Multi-year contract | Signature Queen Room |
| Subscription | Multi-year contract | Family Suite |
| One time/ perpetual license | Pay-as-you-go | Military Discount Tickets |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Universal Kids product offering
Product offeringCore offering
Universal Kids Resort operates a purpose-built theme park and on-site hotel in Frisco, Texas, designed specifically for families with young children. The offering centers on seven themed lands built around licensed DreamWorks, Nickelodeon, Illumination, and Universal character franchises, with age-appropriate rides, character meet-and-greets, interactive play areas, sensory gardens, themed dining, and merchandise. Ancillary offerings include multi-day tickets, annual passes, private VIP experiences, group bookings for youth organizations, military discount tickets, and bundled vacation packages.
Product overview
Universal Kids Resort is a theme park resort destination featuring a unified core offering: the Universal Kids Resort Theme Park (an all-new park designed specifically for families with young children) complemented by the on-site Universal Kids Resort Hotel (300 rooms/suites with exclusive park benefits). The portfolio includes seven distinct themed lands - DreamWorks' Shrek's Swamp, Nickelodeon's SpongeBob SquarePants Bikini Bottom, Illumination's Minions vs. Minions: Bello Bay Club, Jurassic World Adventure Camp, DreamWorks' TrollsFest, DreamWorks' Puss in Boots Del Mar, and Isle of Curiosity - each containing rides, shows, character encounters, and interactive play areas. Add-on products and modules include General Admission Tickets (1-day and 2-day), Silver Annual Pass, Private VIP Experience, Troll-ify Me! Experience, Group Bookings/Events, Military Tickets, and Vacation Packages that bundle hotel + tickets + transportation.
Differentiator
Problem solved
Functional benefit
Products and services
- Universal Kids Resort Theme Park Theme park designed and developed for families with young children, featuring seven themed lands with rides, shows, character encounters, and interactive play areas based on beloved DreamWorks, Nickelodeon, Illumination, and Universal character franchises.
- Universal Kids Resort Hotel On-site hotel with 300 guest rooms and family suites, including Standard Queen, Deluxe Queen, Signature Queen, and Family Suite categories, offering three-meal dining, Early Park Admission, and a dedicated park entrance for guests.
- Theme Park Admission Tickets 1-day and 2-day general admission tickets providing access to the theme park and all seven themed lands, with prices starting from $54.99 per person. Children under 2 enter free.
- Silver Annual Pass Subscription annual pass offering 12 months of general admission to the theme park with blockout dates and park closure restrictions; also available with an added parking option.
- Private VIP Experience Private 4-hour guided walking tour with a dedicated VIP guide, priority access to attractions and show seating, VIP Lounge access, complimentary snacks, and 10% dining and retail discounts, priced at $999.99 for up to 6 guests.
- Group Bookings and Events Group event services for school groups, field trips, scout groups, summer camps, religious groups, youth performances, and youth sports teams of 15 or more, including complimentary chaperone tickets and semi-private event spaces.
- Military Discount Tickets Specially priced theme park admission tickets for eligible Active Duty, National Guard, Reservists, Veterans, and Retired U.S. Military Members, verified through ID.me, allowing up to 8 additional tickets per verified purchaser.
- Vacation Packages Bundled vacation packages combining hotel stays at Universal Kids Resort Hotel, multi-day general admission tickets, Early Park Admission, and optional transportation, with a Pay Monthly option for up to 24 months.
- Troll-ify Me! Experience Add-on Trolls-inspired makeover experience featuring colorful face paint and optional accessories at the Sparkle Shine Glitter Glow location, priced at $25.00 per person and recommended for guests aged 5 and older.
Companies that use Universal Kids
Customer profileSegments3 records
Ideal customer profiles3 records
Universal Kids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Universal Kids partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Coca-ColaminorCoca-Cola Freestyle souvenir cup program included with select ticket packages.
- Universal Orlando Resort, Universal Studios Hollywood, Universal Studios Japan, Universal Beijing Resort, Universal Studios Singapore, Universal Horror Unleashed Las VegasminorRelated Universal Destinations & Experiences properties referenced for cross-promotion and brand consistency.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Universal Kids competitors and assessment
Company assessmentDirect peers
- Nickelodeon Universe: Nickelodeon Universe at American Dream and Mall of America is an indoor theme park built around Nickelodeon characters including SpongeBob SquarePants — one of the same anchor IPs at Universal Kids Resort. Directly comparable in target demo and IP-driven theming.
- Sesame Place: Sesame Place San Diego and Philadelphia are theme parks built around a children's IP (Sesame Street) for families with young children. They share Universal Kids Resort's exact positioning: kid-first, character-driven, age-appropriate rides and shows.
- LEGOLAND: LEGOLAND operates multiple parks in the US (California, Florida, New York) specifically designed for families with young children. It is the closest comparable kid-focused theme park operator with similar target demographic, scaled amenities, and on-site lodging.
Broad incumbents
- Walt Disney World Resort: Walt Disney World operates multiple Florida parks including Magic Kingdom and Hollywood Studios' Toy Story Land, which compete for the same family vacation wallet. Disney is the dominant incumbent in the family theme park category that Universal Kids Resort targets.
- Six Flags: Six Flags operates numerous regional US theme parks, several with dedicated children's areas. While more thrill-ride-oriented overall, the kid sections and pass programs offer overlapping family entertainment value and represent the regional family park competitive set.
- SeaWorld Parks: SeaWorld Parks operates SeaWorld Orlando, Busch Gardens Tampa Bay, and Sesame Place under one umbrella. The Sesame Place operations make SeaWorld a direct family-kids competitor, while its broader portfolio creates overlapping demand for family vacations.
- Disneyland Resort: Disneyland Resort in California operates two parks with dedicated family/kid lands including Mickey's Toontown and Fantasyland. It is a major West Coast family destination that competes with Universal Kids Resort for family vacation dollars, particularly from western US drive markets.
- Merlin Entertainments: Merlin Entertainments is the parent of LEGOLAND Parks and operates Madame Tussauds, SEA LIFE, and other family attractions globally. It is a broad incumbent in the kid/family destination entertainment space and the most direct multi-park comparator at corporate level.
Regional players
- Hersheypark: Hersheypark in Pennsylvania is a family theme park with a 200+ room on-site hotel (The Hotel Hershey/Hershey Lodge), making it structurally similar to Universal Kids Resort's integrated park-plus-hotel model, though operating in a different geography with candy-brand theming.
- Knott's Berry Farm: Knott's Berry Farm in California is a Cedar Fair/Six Flags-affiliated family theme park with Camp Snoopy (kid-focused land), adjacent hotel, and family ride mix. Comparable in target demographic and regional destination positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Universal Kids social profiles
Digital presenceUniversal Kids compliance and trust
Trust signalCompliance1 record
Universal Kids financial estimates
Financial estimateRevenue estimate
Valuation estimate
Universal Kids leadership team
Management profileNumber of profiles
Universal Kids subsidiaries and ownership
Company hierarchySubsidiaries1 record
Universal Kids funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Universal Kids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Universal Kids
What does Universal Kids do?
Universal Kids Resort operates a purpose-built theme park and on-site hotel in Frisco, Texas, designed specifically for families with young children. The offering centers on seven themed lands built around licensed DreamWorks, Nickelodeon, Illumination, and Universal character franchises, with age-appropriate rides, character meet-and-greets, interactive play areas, sensory gardens, themed dining, and merchandise. Ancillary offerings include multi-day tickets, annual passes, private VIP experiences, group bookings for youth organizations, military discount tickets, and bundled vacation packages.
Is Universal Kids a public or private company?
Universal Kids is a private company. It is classified as corporate owned and is currently operating.
When was Universal Kids founded?
Universal Kids was founded in 2005. It employs 51 to 100 people.
Where is Universal Kids based?
Universal Kids is headquartered in Newark, United States, in the North America region.
How does Universal Kids make money?
Ten revenue lines are on record. Theme Park Admission is the primary driver. The others are annual Passes, hotel Accommodations, food and Dining, merchandise, VIP Experiences, add-on Experiences, parking, group Bookings and vacation Packages.
Who are Universal Kids's main competitors?
Direct peers on record are Nickelodeon Universe, Sesame Place and LEGOLAND. Broad incumbents are Walt Disney World Resort, Six Flags, SeaWorld Parks, Disneyland Resort and Merlin Entertainments. Regional players are Hersheypark and Knott's Berry Farm.
Does Universal Kids have an API?
No public API is recorded for Universal Kids.
What industry is Universal Kids in?
Universal Kids's product category is Family Theme Park Resort. Its primary akta.pro industry code is THAJAEAF, Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks), with a secondary code of THAJAEAA, Destination Theme Parks (Large-Scale, Multi-Attraction Parks). Its NAICS code is 713110 and its SIC code is 7900.