Universal Products & Experiences Announces New ‘Jurassic Park’ Partnerships in Europe

Throughout this year, Universal Products & Experiences has been celebrating 30 years since Steven Spielberg’s “Jurassic Park” came to the big screen in 1993. Across Europe, UP&E has rolled out a calendar of retail activations, marketing initiatives, live events, digital content and unmissable licensee programs for fans of all ages to mark the 30th anniversary of the franchise. 

A schedule of interactive street art activations has marked the anniversary throughout the summer and will continue until fall across EMEA regions with “Jurassic Park” murals. The murals were on display in Milan in June, in London throughout July and August, in Paris in September and will be moving to Madrid in October. 

Further enhancing the live events category in its anniversary year, the Jurassic World by Brickman exhibition is a LEGO adventure that offers an interactive journey through the stories and characters of the Jurassic World franchise. The exhibition features over 50 oversized dinosaurs, props, sets and activities made from over 6 million LEGO pieces created by Ryan “The Brickman” McNaught in collaboration with Universal Pictures and Amblin Entertainment. Having toured multiple locations in 2023, including New Zealand, Brisbane and Sweden, the exhibit opened its doors in Madrid. It will be open through Jan. 14 and will become the largest LEGO exhibit ever shown in Spain. 

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Popular touring live event “Jurassic World: The Exhibition,” concluded its sell-out run earlier this year at ExCeL London. Earlier this year, UP&E kicked off the anniversary celebrations in London by transforming the city’s landmark Natural History Museum’s Earth Hall into a gift shop designed to replicate the one featured in the original 1993 film. More than just a store, visitors were able to follow in Dr. Grant’s footsteps through the Jurassic Park gates and shop for more than 70 products, including pin badges, key rings, rubber ducks, apparel, LEGO sets, toys, limited-edition replicas and more. 

“Jurassic World is a colossal franchise,” says Paul Bufton, vice president, EMEA, Universal Products & Experiences. “Its enormous footprint continues to grow whilst always maintaining its unique connection to the generations of fans, both old and new, who love the brand. From creating innovative and engaging retail experiences to bringing dinosaurs to life in works of Jurassic Park-inspired art in cities across Europe, we’re excited to make noise, engage fans and create truly immersive brand moments on a grand scale for milestone anniversary.” 

Outside the gates, retail activations across the continent continued in June, with limited-edition lines of 30th-anniversary exclusives from toy partners, including Mattel, LEGO, Funko, WOW! Stuff, ToyMonster, plus special fashion collections from H&M, Primark (U.K.) and Marks and Spencer (U.K.), as well as accessories from Loungefly and Goodr. 

Learn more about the licensing program here. Fans of the franchise have more to look forward to in 2024.