What Universal Products & Experiences does

Universal Products & Experiences (UP&E) is a division of Universal Destinations & Experiences within NBCUniversal, itself a subsidiary of Comcast Corporation, established in 2023 to globally drive the expansion and commercialization of NBCUniversal's portfolio of intellectual properties. Its exclusive IP portfolio spans Universal Pictures (Wicked, Jurassic World, Fast & Furious), Illumination (Minions, Despicable Me, The Super Mario Bros. Movie), DreamWorks Animation (Shrek, How to Train Your Dragon, Trolls, Kung Fu Panda, The Wild Robot), and NBCUniversal Television and Streaming (The Office, Parks and Recreation, Saturday Night Live, Law & Order, Ted), as well as legacy Vault Classics (JAWS, Back to the Future, E.T.) and horror franchises. These properties are monetized through four primary revenue streams: Consumer Products (physical and digital products including toys, collectibles, books, apparel, lifestyle products), Games & Digital (video games, AR experiences, digital platforms), Theme Parks Products & Retail (merchandise at Universal Studios locations and partner venues), and Toy Licensing & Manufacturing (exemplified by the 2026 Moose Toys partnership for the Minions & Monsters line).

UP&E earns revenue primarily through licensing royalties on IP extended to third-party manufacturers and licensees, supplemented by direct sales of branded merchandise through its own theme park retail operations and e-commerce platforms. Products are distributed through a global network of mass-market retailers, toy specialty stores, department stores, Universal's own theme park destinations (including Universal Studios Hollywood, Universal Orlando Resort, and CityWalk locations), and digital storefronts. The company serves two primary segments: (1) consumer-facing audiences — families, children, and franchise fans seeking immersive engagement with NBCUniversal characters — and (2) enterprise retail partners and licensees seeking high-value IP to drive consumer demand. The company operates from 14 offices across North America, Europe, LATAM, and Asia Pacific, with regional managing directors for EMEA, APAC, and LATAM consumer products.

The core technology of UP&E is its IP portfolio and the licensing infrastructure that converts film and television properties into merchandise programs, rather than proprietary software or platform technology. The product mix is anchored by franchise-driven launches synchronized to theatrical releases — most recently the April 2026 Minions & Monsters toy line rollout (priced $2.99–$29.99) built around the July 1, 2026 Illumination film. The division is led by President Vince Klaseus with CFO Rowan Conn and a leadership team spanning global consumer products, parks merchandise, brand strategy, games and digital, and franchise strategy functions. As a wholly-owned corporate division, UP&E has no independent funding, equity structure, or external investors.

Name

Universal Products & Experiences

Legal name

NBCUniversal

Website

https://universalproductsexperiences.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Universal Products & Experiences is NBCUniversal's consumer products division, licensing and merchandising toys, collectibles, apparel, and digital products based on Universal Pictures, Illumination, DreamWorks, and NBC/Peacock IP through global retailers, theme park retail, and e-commerce.

Ownership category

akta.pro rank

Product category

Licensed Entertainment Consumer Products

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

akta.pro secondary industries

Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ), Merchandise & Commerce Enablement for Creators (Merch, Shops, Drops, Affiliates) (MPAFAEAM)

Keywords

• Licensed consumer products
• Character merchandise
• Toy licensing
• Theme park retail
• Brand extension services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Consumer Products: Physical and digital products including toys, collectibles, books, apparel, lifestyle categories, and video games based on NBCUniversal's extensive portfolio of properties from Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal Television and Streaming.
2. Games & Digital: Digital initiatives including AR experiences, video games, and digital platforms leveraging the company's intellectual property portfolio.
3. Theme Parks Products & Retail: Products and retail experiences across Universal's global theme park destinations, including both owned operations and third-party IP activations.
4. Toy Licensing & Manufacturing: Licensing intellectual property to toy manufacturers like Moose Toys, with product lines featuring MSRP pricing from $2.99 to $29.99 for collectibles, playsets, and role-play toys.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

UP&E globally extends NBCUniversal's entertainment intellectual properties—including franchises from Universal Pictures, Illumination, DreamWorks Animation, and NBCUniversal Television & Streaming—into physical consumer products (toys, collectibles, apparel, books, lifestyle goods) and digital experiences (video games, AR). Products are brought to market through a combination of direct theme park retail, e-commerce platforms, and global licensing partnerships with manufacturers such as Moose Toys, with distribution spanning major retailers in more than 100 countries.

Product overview

Universal Products & Experiences (UP&E) is a division of Universal Destinations and Experiences within NBCUniversal that extends characters and stories through physical and digital products, retail experiences, and theme park merchandise. The company manages an extensive portfolio of licensed IP including Illumination (Minions, Despicable Me, Super Mario Bros., Sing), Universal Pictures (Wicked, Jurassic World, Fast & Furious), DreamWorks Animation (The Wild Robot, Shrek, How to Train Your Dragon, Trolls, Kung Fu Panda, Boss Baby, Gabby's Dollhouse), Focus Features, Peacock/NBC TV properties, Vault Classics (JAWS, Back to the Future, E.T.), and Horror franchises. Their product portfolio includes toys, collectibles, books, apparel, lifestyle products, video games, and digital initiatives like AR. UP&E operates through world-class licensee partnerships (such as Moose Toys for the Minions & Monsters toy line) and direct operations across theme park destinations, e-commerce platforms, live-entertainment venues, and global retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Minions Fart Blaster Pro The flagship interactive role-play toy of the Minions & Monsters line, featuring double fog rings blasting up to six feet, more than 15 fart sounds, and new scents including 'Yum Yum Bubble Gum' and 'Garbage Gusher.' Includes a Minions Scent Refill 4-Pack. Sold at MSRP $29.99 with refill pack at $9.99.
• Minions Mini Fart Blaster Pocket-sized version of the Fart Blaster Pro with eight distinctive sound effects, updated deco, and louder blasts for on-the-go play. Sold at MSRP $9.99.
• Minions Cast & Crew Mini Figures (2") Blind-box collectible mini figures featuring 12 unique Minions from Illumination's Minions & Monsters, with two rare glow-in-the-dark variants. Sold at MSRP $3.99 per blind box.
• Minions Sound Stages and Backlot Studio Sets Modular playsets featuring three iconic film scenes (Wizard's Lair, Egyptian Explorer, Wild West) with detailed backdrops, Minions mini figures, and movie props; the deluxe Backlot Studio set adds additional figures, props, and a camera dolly for filming. Individual Stage Sets sold at MSRP $9.99; Studio Lot at $24.99.
• Minions Quest for Monsters Set Interactive playset in which activating the spell book with water and pouring potion into the mountain reveals a hidden monster (Howard or Phillip), released with a twist of the mountaintop. Sold at MSRP $24.99.
• Minions Goo Jit Zu Super-stretchy figures featuring James (glucose filling) and Goomi (rheoscopic swirl filling); figures extend up to three times their size before snapping back into shape. Sold at MSRP $13.99.

Quantifiable outcome

• Illumination's Despicable Me and Minions franchise global box office exceeding $5.6 billion
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• Moose ToyscoreStrategic or Co-development Partner · 27 April 2026Moose Toys, a leading innovator in the toy industry known for delivering signature 'Moose WOW,' partnered with Illumination and UP&E to create the Minions & Monsters toy line. The partnership involves collectible figures, interactive playsets, and role-play toys including the Fart Blaster Pro and Mini Fart Blaster. Moose Toys handles product design, manufacturing, and global distribution through major retailers worldwide.
• IlluminationcoreStrategic or Co-development PartnerIllumination, founded by Chris Meledandri in 2007, is one of the entertainment industry's leading producers of event-animated films. UP&E partners with Illumination for consumer products and experiences based on their franchises including Minions, Despicable Me, and The Super Mario Bros. Movie. Illumination has an exclusive financing and distribution partnership with Universal Pictures.
• Universal PicturescoreStrategic or Co-development PartnerUniversal Pictures is part of NBCUniversal and creates intellectual properties that UP&E leverages for consumer products and experiences. UP&E drives expansion of properties created by Universal Pictures along with Illumination, DreamWorks Animation and NBCUniversal Television and Streaming.
• DreamWorks AnimationcoreStrategic or Co-development PartnerDreamWorks Animation creates properties including The Wild Robot, Shrek, How to Train Your Dragon, Trolls, Kung Fu Panda, and others that UP&E leverages for consumer products and experiences.
• NBCUniversal Television and StreamingcoreStrategic or Co-development PartnerNBCUniversal Television and Streaming properties including The Office, Parks and Recreation, Saturday Night Live, Law & Order, and Ted provide intellectual properties for UP&E's consumer products and experiences.
• Universal Destinations and ExperiencescoreStrategic or Co-development PartnerUP&E is a division of Universal Destinations and Experiences, which oversees theme parks and destination experiences. UP&E executes product and retail experiences across Universal's global theme park destinations.
• Universal Studios HollywoodcoreStrategic or Co-development PartnerUniversal Studios Hollywood theme park location where UP&E executes merchandise operations and retail experiences.
• Universal Orlando ResortcoreStrategic or Co-development PartnerUniversal Orlando Resort theme park destination where UP&E executes merchandise operations and retail experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• LEGO Group: Global toy and licensing giant with extensive movie tie-in partnerships (Star Wars, Harry Potter, Disney, Universal). Comparable as a category-leading toy manufacturer-licensor competing for family entertainment IP partnerships and shelf space.
• Disney Consumer Products: The licensing and merchandise division of The Walt Disney Company, controlling IP-driven consumer products, collectibles, and theme park retail across Marvel, Star Wars, Disney Princess, and Pixar franchises. The dominant comparable to UP&E in entertainment IP licensing with far greater franchise depth.
• Warner Bros. Discovery Global Consumer Products: Licensing arm for Warner Bros., DC Comics, Harry Potter, and HBO properties including toys, collectibles, apparel, and theme park partnerships. Directly comparable as a major entertainment IP licensor competing for similar retail and licensee partnerships.

Direct peers

• Hasbro: Global play and entertainment company with major toy lines (Transformers, Play-Doh, Nerf) plus a significant consumer products licensing business including Disney Princess, Star Wars, and Marvel through licensee relationships. Directly comparable business model as both licensor and licensed toy manufacturer.
• Mattel: Global toy manufacturer (Barbie, Hot Wheels, Fisher-Price) with substantial licensing relationships including Disney, Universal, and WWE. Highly comparable as a manufacturer-partner that designs, produces, and distributes licensed IP merchandise globally.
• Spin Master: Global children's entertainment company producing toys, games, and entertainment content with significant licensing relationships (PAW Patrol, Bakugan, Disney, Universal). Comparable as both a licensor and license-manufacturer in the same global toy retail channel.
• Moose Toys: Australian-headquartered global toy manufacturer (founded 1985, family-owned since 2001) distributing toys in 100+ countries. UP&E's strategic partner for the Minions & Monsters line and a directly comparable category-disrupting toy innovator.
• Sanrio: Japanese company managing the Hello Kitty and Friends character portfolio across consumer products, licensing, retail, and themed experiences globally. Directly comparable as a character-IP licensing and consumer products business extending beloved franchises into physical merchandise and themed retail.
• Funko: Pop culture collectibles company with extensive licensing agreements for movie, TV, and gaming IP including Universal properties. Directly comparable as a licensed collectibles manufacturer serving the same retail channels and fan base.

Regional players

• Bandai Namco: Japanese entertainment conglomerate producing toys, games, and licensing products with strong IP portfolio (Dragon Ball, Naruto, Pac-Man). Comparable business model across consumer products, licensing, and digital entertainment, primarily serving APAC and global markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/nbcuniversal-products-experiences

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Universal Products & Experiences