The company’s plans to open a theme park outside Dallas for families with young children most directly competes against Legoland, but could also help Universal against the Mouse.
But will the market accept a downsized, family-focused Universal theme park, given what it is has come to expect from Universal in Hollywood and Orlando? That might be a moot question, should Universal choose not to use the “Universal Studios” branding in Texas. The concept art that Universal released for the project shows a lot of DreamWorks Animation properties, prompting some observers to speculate that Universal will brand the park to DreamWorks instead. That would be a new brand in the U.S.
Rival Disney in the early 1980s toyed with the idea of building regionally focused “Mini Magic Kingdoms” around the country. And it did later expand into the regional entertainment market with its now-closed Disney Quest centers. So this would not be the first time that one of the Big Two in the U.S. theme park industry tried to step into other markets. Yet Disney Quest ultimately failed, and Disney chose to expand abroad rather than carve its domestic market with smaller parks.
Underdogs rarely upset champions by playing the favorite’s game plan. By trying something different, perhaps Universal will find an advantage that allows it to further challenge Disney’s current lead in the family entertainment.
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