Hey Thrill Seekers
As competition heats up across the global theme park industry, United Parks & Resorts owners of SeaWorld Orlando, Aquatica and Busch Gardens Tampa are increasingly looking to harness the power of globally recognised intellectual property (IP) to boost attendance, guest spend, and brand relevance across its portfolio. From the timeless appeal of Sesame Street characters to potential new story-driven lands and rides, the company’s evolving IP strategy is one of the biggest themes in next-generation park development.
Why IP Matters More Than Ever
In the modern theme park landscape, IP isn’t just decoration, it’s the engine that drives storytelling, theming, and guest connection. Major competitors like Universal and Disney have proven the value of embedding beloved franchises into attractions that appeal across generations. With consumer attention more fragmented than ever, (By 2026, the average human attention span for digital, screen-based tasks is estimated to be roughly 40 to 47 seconds, representing a significant decline from approximately 2.5 minutes (150 seconds) in 2004.) recognisable IP can make or break a new ride or land’s viral appeal.
United Parks & Resorts’ Current IP Footprint
United Parks & Resorts already has a notable IP backbone thanks to its existing partners:
🔤 Sesame Street
- United operates multiple Sesame Place® parks under a licensing agreement with Sesame Workshop.
- At SeaWorld and Sesame Place parks, rides, shows, and character meet-and-greets bring classic characters like Elmo, Big Bird, and Abby Cadabby to life.
🦌 Seasonal IP (e.g., Rudolph)
- During holidays, some parks feature characters from classics like Rudolph the Red-Nosed Reindeer, tapping into nostalgic seasonal appeal.
These existing relationships highlight how IP can extend beyond standard attractions into entertainment programming that guests love and share.
Active Talks With Potential IP Partners
In earnings calls throughout 2025, CEO Marc Swanson confirmed that United Parks & Resorts is actively discussing opportunities with multiple IP partners to introduce globally recognised characters and stories into new rides, attractions, and experiences.
While the company hasn’t publicly named any specific brands, Swanson’s comments suggest that several high-profile IP discussions are in progress potentially paving the way for:
- 🎬 Movie and TV franchises
- 🦸♂️ Comic book properties
- 🎮 Video game worlds
- 🧙♂️ Fantasy & sci-fi universes
- 🐾 Animated classics and children’s favourites
Industry observers have speculated that a mix of family-friendly and broadly marketable IPs could be among those under consideration (e.g., Pokémon, DreamWorks, or even broader licensing from major studios), though nothing is confirmed and some of the suggestions are already contracted.
Here’s a look at the IP series we posted earlier this year
Why This Strategy Matters
Bringing outside IP into parks like SeaWorld, Busch Gardens, and Aquatica could unlock several strategic benefits for United Parks & Resorts:
🎯 Attract New Audiences
Large media franchises can draw guests who might not otherwise visit from teens and adults familiar with big cinematic universes to families chasing iconic characters.
🏆 Compete With Big Players
Competing parks such as Universal Parks & Resorts and Walt Disney Parks and Resorts leverage massive IP portfolios (think Harry Potter or Star Wars). United’s move into broader IP licensing would create a stronger competitive foothold.
💡 Flexible Activation
IP licensing can range from full themed lands and rides to interactives, live shows, parades, branded eateries, and merchandise allowing United to test the waters before committing to large capital projects.
What’s Next for United Parks
While specific partners haven’t been announced, what we do know is that United Parks & Resorts is focused on:
🎢 enhancing park appeal with globally recognisable IP across multiple parks;
📊 balancing new attractions with smart, revenue-driving development; and
🌍 expanding the company’s footprint internationally, which could offer new IP opportunities tied to global entertainment companies.
This IP strategy could be especially impactful at parks like SeaWorld Orlando positioned near major competitors where fresh, buzzed-about attractions can make a huge difference in attendance numbers.
Bottom Line
United Parks & Resorts’ pursuit of high-profile intellectual property represents one of the most exciting shifts in its strategy in years. As global theme park tourism continues to bounce back, adding beloved characters and franchises could help set its parks apart and bring new energy to classic experiences.
Keep an on our FB page as official announcements around new IP deals could be just over the horizon.
Smiles included…
Jamies
