The mission of Universal Products & Experiences is to extend the company’s characters and stories by bringing them to life in immersive experiences, in product categories such as toys, collectables, books, apparel, lifestyle categories, video games and digital initiatives like NFTs and more. UP&E activates the business through world-class licensee partnerships or through direct operations, and across its expansive theme park locations, e-commerce platforms, live-entertainment venues, and retailer relationships around the world.

The German Universal Products & Experiences team, headed by Kathrin Brandhorst, is based in Munich and is responsible for all licensing activities in Germany, Austria and Switzerland (GAS) since October 2017.