Epic Universe merchandise designed for immersion, the moment

[Disney4me]

Merchandise based on the Nintendo character of Toad is sold in a store near the entrance of Epic Universe theme park. (Dewayne Bevil/Orlando Sentinel)

Epic Universe is populated with monsters, wizards, dragons and little guys named Mario and Luigi. And Universal Orlando is tempting visitors to buy remembrances of them, creating a lineup of merchandise, much of which is exclusive to the new theme park.

Consumer tastes and trends make producing souvenirs a more elaborate task than cranking up T-shirt and keychain factories.

“We really have leaned in on the novelty, the playfulness,” said Cathy Fischer, senior vice president of parks global merchandise for Universal Products & Experiences. “It’s really about that cosplay.”

Epic visitors are decked out as videogame characters, playing into the theme of the park’s Super Nintendo World, or as goth vampire types for photo ops within Dark Universe, the land that celebrates Universal’s classic monsters.

“We want people to come into the park and have fun, and what better way than to just get into whoever their favorite character or monster is, to really feel that when they come into the park?” Fischer said.

 

The trend may have been jumpstarted by robed Hogwarts “students” at the original Wizarding World of Harry Potter at Universal Studios in 2010. And Disney World visitors have embraced “Disneybounding,” wearing clothes that harken to the outfits and color schemes of film characters.

“What we found through the demographics and consumer insights is that the consumer is changing, and there’s a different expectation,” Fischer said. “Whether it’s the headgear or wearing the glasses or the full cosplay, it’s about being in the moment and that time,” she said.

For folks without closets full of costumes, Universal has stocked Epic with potential purchases, including big, bright red Toad hats, bride of Frankenstein wigs and various Viking gear that reflects Epic’s How to Train Your Dragon — Isle of Berk realm, right down to Astrid’s (plastic) axe.

“You can buy the headgear, the sword, the shield, the apparel,” Fischer said. “There’s opportunity in most of our worlds to transform and be that inner character.”

Options at Berk extend to a headpiece that represents Toothless, the green-eyed dragon of the film series.

“Just like you can become a Viking, you can become Toothless as well,” said Don Davis, director of product development. The mask “actually makes sounds, and the eyes light up as well. … People just like to walk around the park and really show their love for Toothless.”

Epic Universe offers standard fare — T-shirts with logos, mugs, backpacks, phone covers, etc. — but also less traditional fare such as a Frankenstein Manor Christmas ornaments, dragon-themed onesies and hand fans tied to the Curse of the Werewolf roller coaster.

Social media — the “look at me” aspect — remains a factor in merchandising.

Fischer said guests post “look at all these fun things. They kind of get me out of my comfort zone and kind of get me out of what I would normally purchase.”

Exclusivity plays a role for the Epic merch, too. Fischer estimated 80-90% of the goods were developed specifically for the park. And its stores were designed to align with the entertainment aspects.

“Everything is about storytelling, and the immersiveness of not only the product but the environment of where it is,” Fischer said.

“We worked closely with our Universal Creative team because they’re the ones who created this world,” Davis said.

Epic visitors currently see the first round of park merchandise on shelves, Fischer said. A second wave is in the works, she said.

“The important thing is understanding what the guest is engaged with and what are they asking for — maybe what’s not performing or what’s performing great,”  Fischer said. “And how do we expand it even further?”

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