Disney Rival Wants to be The New King of Childhood

There is a psychological concept that is not really known outside of marketing circles. It’s called brand actualization, and whether you realize it or not, you’ve been subjected to this by some company, probably the Walt Disney Company. It is the point where something meets your emotional and psychological needs, and both the consumer and brand are united. Sound familiar? Nearly every Disney fan can remember the moment this happened to them. Whether it was the first time you saw the Magic Kingdom or your first Disney film, Disney has been irrevocably imprinted into your childhood memories, and you will love them forever as a result. It’s part of why so many people keep returning to Walt Disney World or seeing every Disney movie. They know this and continue to manipulate it.

Related: Universal Gets Go-Ahead to Build New Park, And Residents Aren’t Happy

But they’re not the only company that has come to this realization. If you can spark positive memories in people when they’re children, you will have a consumer for life. Universal Studios has been getting in on the act for decades with their films, but when it came to their theme parks, they catered to an older audience. But all that is about to change. Universal is coming for Disney’s crown as the King of Childhood.

Earlier this year, Universal announced that it would be opening a third theme park in Frisco, Texas, just north of Dallas. The residents of the city of 200,000 weren’t overly thrilled about a new theme park in their backyard, but Universal was able to push it through. But now, Universal has filed paperwork to trademark the name of the Frisco park.

The rumored areas for Universal Kids Resort, being built now in Frisco, Texas. pic.twitter.com/a8JvkBiYTK

— Alicia Stella Nova Resort (@AliciaStella) December 1, 2023

Yesterday, Universal filed the paperwork for the trademark on Universal Kids Resort. The trademark would allow Universal to use the name in its theme park and merchandise, books, souvenirs, and more. While Universal did not release any further information on the attractions at the new park, there was speculation that it would include Universal properties such as Shrek, Minions, Trolls, Jurassic World, and Spongebob Squarepants.

Universal Studios Florida has to compete with the Walt Disney World Resort, and Universal Hollywood has to compete with Disneyland, but Universal will have Texas all to themselves. There are a few other theme parks in the state and rumors about a potential Texasland in the future, but nothing with the draw of a Universal Studios Park.

NEW: Universal Kids Resort will be the name of the new theme park coming to Frisco, Texas, Universal Destinations & Experiences confirmed earlier today. Universal also released brand new concept art: pic.twitter.com/AJcikYM3mO

— Scott Gustin (@ScottGustin) December 1, 2023

This latest attempt to bring in children is just another in Universal’s long line of moves to capture the youth audience that once belonged to Disney. While Disney’s movies have continued to flounder this year, Universal had the only animated film to make over $1 billion with The Super Mario Bros Movie (2023). With this potential franchise paired with Universal’s other intellectual properties, they now have an animated catalog to rival Disney. And Universal could always bring Harry Potter to Texas.

Disney has announced expansions to Disney’s Animal Kingdom and Magic Kingdom in Florida and Disneyland in California, and with Universal opening Epic Universe in 2025, the battle for theme park supremacy will continue. But with its new park explicitly catering to children, the race to be the king of the next generation’s childhood is on.

We will continue to update this story at Disney Fanatic.