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by pablo doe

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Universal Wonderland

Strategic re-positioning and renovation of an existing zone to integrate three brands focused on the 4 to 8 year old market


Working closely with Universal Studios Japan's (USJ) marketing group, IRMS developed concepts for a multi-brand integration and renovation of an existing zone at USJ. Focused to appeal to the 4 to 8 year old market, IRMS worked with international play expert Susan Goltsman, marketing focus groups, and USJ's in-house production team to develop designs for Snoopy Studios, Hello Kitty, and Sesame Street characters and brand integration. On-site collaborative workshops were the key to keeping all stakeholders engaged and in agreement with design goals from large to small.

The results were quite successful, both creatively and economically. USJ achieved a 25% incremental increase in their target market attendance in the first year of operations. IRMS continued work on the project adding additional capacity to meet the popular demand.


image gallery

Universal Studios Japan


Master Planner, Concept and Schematic Design

facts & figures

Favorite characters from the Peanuts, Hello Kitty, and Sesame Street franchises all found a permanent home at Universal Wonderland.

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