Universal Parks and Resorts undertakes global rebrand

In a move explained as "better reflecting" the changing nature of its offerings, Universal Parks and Resorts is being rebranded as Universal Destinations & Experiences.

The move Comcast NBCUniversal signals the company's diversification and expanding of its branded entertainment, culinary, gaming and consumer products to includes its growing array of entertainment experiences which include new platforms in both the physical and virtual worlds.

Announcing the change, Mark Woodbury, Chairman and Chief Executive, Universal Destinations & Experiences, stated "Universal Destinations & Experiences aligns with our aspiration to be the Destination of Choice in the markets where we are today and the markets we enter in the future.

“We are thrilled to expand how we bring the Universal brand to life in new, immersive and compelling ways for fans around the world using our rich collection of stories, characters and franchises.”

The move to the Universal Destinations & Experiences brand follows the company's recent park openings and several new experience announcements, including the debut of Super Nintendo World at Universal Studios Hollywood, as well as a year-round horror-inspired entertainment experience that will be an extension to its successful Halloween Horror Nights franchise.

In January, the company announced plans to open a new park in Fresco, Texas, USA designed for families with young children.

Image: The new Universal Destinations & Experiences brand. Credit: NBCUniversal.