Universal Expands Offline Presence, Opens New Retail Destination

Universal has opened UNIVRS, a new, first-of-its-kind retail destination at California’s Universal CityWalk Hollywood. The announcement comes on the heels of Universal’s recent internal merger between Universal Brand Development and Universal Parks and Resorts Merchandise Group to form a unified Universal Products and Experiences group.  

The brick-and-mortar store brings NBCUniversal brands to life in a unique shopping destination that leans into the "drop" culture shopping mentality. Open in time for Halloween Horror Nights and seasonal holiday celebrations at Universal Studios Hollywood, UNIVRS is open seven days a week. 

Tapping into entertainment and fashion tastemakers through their style-driven offerings, merchandise at UNIVRS marries popular brand designs with current fashion silhouettes and trending styles, driven by characters and on-screen moments from Illumination's "Minions," Universal Pictures, and Amblin Entertainment's "Jurassic Park and "E.T. the Extra-Terrestrial," plus classic characters like Felix the Cat, Universal Monsters and more. Exclusive merchandise will be released in limited quantities; from T-shirts and hoodies to tracksuits and hats, tote bags, and skate decks, across the men's, women's, and unisex categories. 

Developed by Universal Products and Experiences – a Universal Parks and Resorts division – the store aims to "drop" new styles in limited quantities every few months, with products available only at the UNIVRS store, located in the Universal Studio Store adjacent to the theme park's main entrance. 

Vince Klaseus, President, Universal Products and Experiences said, "Universal UNIVRS celebrates casual and super fans looking for elevated, character-inspired merchandise influenced by popular fashion trends seen around the world. With new, limited-edition collections released every few months – and only available at Universal CityWalk – shoppers will continue to be surprised by new styles and the store's fresh take on apparel, accessories, and collectibles." 

With a focus on culture and creatives, UNIVRS also serves to highlight international and local artists through exclusive merchandise. Artists from the U.K. and Korea, like Marylou Faure and SAMBYPEN, respectively, worked with Universal on designs inspired by Illumination's "Minions: The Rise of Gru" that have been applied to various streetwear styles, such as bucket and corduroy hats, crop tank tops, matching sweatshirt and pant sets, tracksuits, tees and more. Additionally, Los Angeles-based artist, Jason Keam, created a selfie wall mural in the UNIVRS store to celebrate the 40th anniversary of "E.T. the Extra-Terrestrial;" the mural art will also inspire designs for exclusive apparel and totes to be released soon.  

"This is a one-in-a-million opportunity for me to celebrate the epic classic, E.T., through my creative lens. Growing up in Southern California, much like the kids in the film, I craved inspiration, friendships, and adventure while staying connected to my family and community. My hope is that my artwork and involvement in this project conveys a playful spirit, sense of wonder, and connection to our homes, no matter the galaxy," Keam added.