Universal Studios Orlando has gone on the offensive.
For the past few years, Walt Disney (DIS) -) has actually outpaced its Florida rival when it comes to high-end new attractions. Disney added the "Tron: Lightcycle Run" roller coaster at Magic Kingdom and "Guardians of the Galaxy: Cosmic Rewind" at Epcot while Universal added the more lackluster Jurassic World VelociCoaster.
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That followed a period where Disney spent billions to catch up to Universal Studios, which changed the theme park game with the launch of its two "Wizarding World of Harry Potter" lands. Those lands forced Disney to invest in similar fully-immersive lands including "Pandora: The World of Avatar," which changed Animal Kingdom from a half-day park into one worth a full day, and the game-changing "Star Wars: Galaxy's Edge" at Hollywood Studios.
Those additions sort of tipped things back in favor of the Disney World parks, with Universal firing back with the planned 2025 addition of its third Orlando theme park, Epic Universe. That added "gate" will bring another Harry Potter expansion and the company's "World of Nintendo" to Florida giving the Comcast (CMCSA) -) company a compelling draw for families picking between Universal Studios and Disney World.
Epic Universe, however, does not address that Universal's Florida theme parks do have a clear weakness. They lack rides for little kids, with most of their major attractions having height requirements.
Universal also does not have the huge lineup of characters that Disney does, so it can't make up for its lack of kiddie rides with character meet-and-greets. That's a compelling reason for families with younger children to pick Disney World over Universal Studios and it's a problem Comcast is addressing with a surprise expansion plan at its Florida theme parks.
Universal Studios Hollywood
Universal Adding a Dreamworks-Themed Land
The original Universal Studios park in Orlando had a kids' land, but it has been dated for years. It features a ride based on "E.T.: The Extra-Terrestrial," a movie that came out in 1982, a roller coaster themed on Woody Woodpecker, a character created in 1940 who has not had a TV presence in decades, and not much else.
E.T. will remain because Universal has some sort of semi-secret lifelong deal with the film's director Steven Spielberg, but the rest of the former KidZone land, about four acres, is being replaced by a new land devoted to some of the company's DreamWorks characters.
"Next year, Universal Orlando Resort will debut an all-new themed land featuring DreamWorks Animation’s beloved animated characters. As guests step into this new land, their imaginations will run wild as they take in the vibrant colors, sights, and sounds that surround them," the company shared in a press release.
Clearly, DreamWorks characters are an improvement over an 80-year-old cartoon woodpecker, but the big names being included does show that Disney has a major intellectual property (IP) advantage over its rival.
"They will share special moments with their favorite characters like Gabby from 'Gabby’s Dollhouse' and explore themed, interactive play spaces and attractions that bring popular franchises like 'Shrek,' 'Trolls,' and 'Kung Fu Panda' to life in the most imaginatively fun ways.
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While Disney executives have talked a lot about expanding capacity at their four Florida theme parks -- with a major Magic Kingdom expansion being heavily hinted at -- no concrete plans are on the books. Disney does have some minor expansions including a "Moana" water activity at Epcot and a retheme of "Splash Mountain" at Magic Kingdom still to complete, but it has no formal new rides or lands planned after that.
Disney CEO Bob Iger has said that the company plans to spend $17 billion in Florida over the next ten years. He has, however, made it clear that Florida Governor Ron DeSantis's political targeting of the company could see the company cancel some of those plans.
Universal is being aggressive in Florida and Epic Universe will give the company a major edge when it comes to families deciding on vacations. The DreamWorks land isn't a gamechanger like a full new park, but it does make Universal Studios more attractive to families with younger children.
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