Philadelphia, Wednesday, 27 August 2025.
Comcast NBCUniversal and The Franklin Institute will premiere a major Universal theme parks exhibition in Philadelphia on Saturday, offering an 18,000 m²-feet (approx. 1,670 m²) immersive showcase of design, engineering and storytelling behind attractions. For retail professionals, the most intriguing fact is the scale: 8 themed galleries, 25 interactive experiences and 100+ original artifacts from properties such as Jurassic World and Universal Monsters—delivered as a museum-grade IP activation outside park gates. This exhibition represents a deliberate play to extend guest funnels, test merchandising and licensing concepts in a non-park environment, and surface talent pipelines by spotlighting behind-the-scenes craftsmanship. Expect measurable benefits for retail strategies: new licensing windows, themed product assortments, experiential pop-ups, and data on consumer engagement that can inform assortment, pricing and omnichannel campaigns. The collaboration between a major studio and a cultural institution signals a replicable model for revenue diversification and brand reach—worth tracking now as a case study in experiential retail and IP monetization.