FRISCO, Texas — Soon, Texans won’t have to travel across the county to visit a Universal theme park. Universal Parks & Resorts on Wednesday announced a new expansion into North Texas.

Universal officials said the latest theme park will be unlike any other in the world, specifically designed to inspire fun for families with young children. The new park concept will feature immersive themed lands, celebrating Universal’s iconic brand of entertainment, humor and innovation and bring to life its beloved characters and stories in ways that will wow even the youngest theme park goers.

Universal Parks & Resorts selected the city of Frisco, Texas, as the area for this new concept given the city’s growing population and ability to attract businesses to the area. The proposed location for the new concept is ideally situated east of the Dallas North Tollway and north of Panther Creek Parkway.

“Frisco is one of the fastest growing cities in the U.S. and has been recognized as a great place to plant professional roots and raise a family,” said Frisco Mayor Jeff Cheney. “This new Universal concept will continue to enhance our tax base, expand employment opportunities and bring even more fun to Frisco benefiting our residents, businesses and visitors.” 

The proposed park will be geared toward younger audiences and will be designed for a regional audience. It will be full of family-friendly attractions, interactive and playful shows, character meet and greets, unique merchandise and fun food and beverage venues. Although smaller, it will still carry the same quality as Universal’s other larger resort destinations.

Part of 97 acres of land recently purchased by the company, the proposed park also has plans for an adjacent themed hotel and room for expansion. The entire area should have a fresh look, feel and scale than Universal’s existing parks and will appeal to a new audience for the brand.

“We are excited about the opportunity to partner with the city of Frisco and Mayor Cheney as we work to bring this innovative, new concept to life designed specifically for a younger generation of Universal fans,” said Page Thompson, president of new ventures, Universal Parks & Resorts. “We think North Texas is the perfect place to launch this unique park for families given its growing popularity within this part of the country.”