Universal Theme Parks: The Exhibition set to debut at The Franklin Institute

Universal Theme Parks: The Exhibition, a new production that immerses visitors in the innovative world of Universal Destinations & Experiences’ theme parks, will have its world debut at The Franklin Institute in Philadelphia on 14 February 2026, in collaboration with Comcast NBCUniversal.

The new behind-the-scenes exhibition highlights the storytelling and world-building behind Universal’s iconic creations, from The World-Famous Studio Tour to Universal Epic Universe.

It is the first exhibit of its kind to showcase artefacts, costumes, and props while immersing visitors in the creative process that brings these legendary experiences to life.

“Universal Theme Parks: The Exhibition is a trailblazing concept that pulls back the curtain on an industry that entertains and thrills millions, revealing the science, innovation, and creativity in some of the most epic experiences in themed entertainment,” says Larry Dubinski, president and CEO of The Franklin Institute.

“The exhibition brings beloved moments to life in new and exciting ways, delivering a truly unique and fun experience that we are proud to present as a world premiere in 2026.”

Interactive experiences, photo-ops, and artefacts

Created by The Franklin Institute in partnership with Comcast NBCUniversal, this exhibition celebrates Universal’s history of crafting exciting, creative attractions that turn much-loved franchises into distinctive, memorable experiences.

"At Comcast NBCUniversal, we believe that creativity, technology, and connection can transform bold ideas into unforgettable experiences,” says Dalila Wilson-Scott, EVP and chief impact & inclusion officer at Comcast.

“Through our partnership with The Franklin Institute, Universal Theme Parks: The Exhibition celebrates the remarkable innovation of Universal Destinations & Experiences with Philadelphia in an inspiring way.”

The 18,000-square-foot exhibition spans eight galleries, features 20 interactive experiences, and showcases 100 artefacts.

It features popular attractions such as The Wizarding World of Harry Potter, Jaws, Illumination’s Minions, The Secret Life of Pets, Jurassic World, DreamWorks Animation’s How to Train Your Dragon, Universal Monsters, and Super Nintendo World.

Beginning with the 'tram” experience introduction, multimedia features bring Universal’s legacy to life with archival footage, photographs, and behind-the-scenes moments.

Throughout the galleries, visitors will programme an animated figure, experiment with projection mapping, call a live show, and more. They will view objects, props, design models, mood boards, and production materials that depict the stages of design and the creation of theme parks and experiences, from initial concepts to final details.

Immersive photo opportunities will place guests inside a ride vehicle, next to a walk-around character, within a classic Jaws storyboard, and alongside Nintendo’s iconic Super Mario '?' Block.

Short videos featuring storyboard artists, lighting designers, prop masters, and other creative professionals will provide a rare insight into the innovative universe shaped by those pushing the limits of themed entertainment.

“The themed entertainment industry is innovative and future-ready, and has never been explored this way before,” says Abby Bysshe, chief experience and strategy officer at The Franklin Institute.

“We curated this exhibition so that every object tells a story, and every interactive introduces a creative concept, all within a fun, hands-on environment. Guests aren’t just observing how theme parks are made—they are stepping into the process.

"Working with talented partners like MDSX and Universal Destinations & Experiences has been incredible, and we are extremely proud of the experience that unfolds within this exhibition."

Inside the galleries

The galleries include An Unconventional Spirit, which embodies the innovative drive that has propelled Universal’s century-long pursuit of pushing the boundaries of immersive entertainment.

Storytelling & Wonder illustrates Universal’s unique approach to experiential world-building, tracing its evolution from early sketches and concepts to fully realised environments, while Technology & Innovation highlight the creative and technical expertise behind some of Universal’s most groundbreaking experiences.

Thrills & The Rush of Adrenaline explores how the excitement of the big screen comes to life, carefully balancing safety and adrenaline to craft jaw-dropping moments. Scares & Horror delves into Universal’s storied legacy of horror, showing how design and storytelling merge to create close-up encounters that thrill and terrify.

Big, Bold & Entertaining celebrates live entertainment as a core part of Universal’s heritage, captivating audiences with grand emotion, energy, and excitement. Authentic & Immersive highlights how immersive worlds go beyond attractions to include food, merchandise, and interactive elements that boost the overall experience.

Finally, The Creative in You looks to the future, inspiring the next generation of creators by envisioning the limitless potential of imagination.

Celebrating innovation, creativity and storytelling

“Universal Destinations & Experiences is driven by a commitment to innovation, creativity and storytelling," says Page Thompson, president of new ventures at Universal Destinations & Experiences.

"We are excited to partner with The Franklin Institute on this new exhibition offering a behind-the-scenes look at how our teams bring awe-inspiring, immersive experiences to life for our guests."

The exhibit was created in collaboration with MDSX, an award-winning creative studio at the intersection of storytelling, technology, and destination design.

Comcast NBCUniversal is the local presenting sponsor, and PECO, corporate partner of The Franklin Institute, is the associate sponsor of the exhibition. The exhibition is scheduled to tour North America after its Philadelphia run.

See also: Wondrous Space: sparking interest at The Franklin Institute