Universal Entertainment expands brand reach through immersive tech and new franchise showcases

Universal Entertainment is expanding its brand presence through new media partnerships and upcoming franchise releases. The company will showcase its entertainment portfolio at Brand Licensing Europe 2026, featuring properties such as Shrek, Gabby’s Dollhouse, Fast & Furious, and Jurassic World. This showcase coincides with Universal's global expansion efforts, including plans for a European theme park and resort in Bedford.

In a separate strategic move, Universal Film has entered a multi-year partnership with immersive technology company Cosm to launch ‘Shrek’ in Shared Reality. Developed alongside DreamWorks Animation and visual effects studio Reel FX, the experience allows audiences to explore locations like Shrek’s Swamp and Dragon’s Keep. Tickets for the immersive experience will be available this fall at Cosm venues in Los Angeles, Dallas, Atlanta, and Detroit.

Universal's upcoming content slate includes Shrek 5, set for 2027, a live-action How to Train Your Dragon 2 in 2027, and a new Miami Vice theatrical film in 2028. The company also continues to develop content for the Fast & Furious franchise and Illumination’s animated worlds.