Universal is Exploiting a Loophole to Sell Disney’s Popular Merch

Doctor Doom has arrived at Universal Orlando Resort, but not in the way visitors might expect.

Merchandise promoting Marvel Studios’ upcoming Avengers: Doomsday film has appeared on shelves at Islands of Adventure, putting products associated with Disney’s Marvel franchise inside a theme park owned by one of Disney’s biggest competitors.

The unusual discovery raises a question about the relationship between the two companies, particularly for visitors familiar with the rivalry between Universal Orlando and Walt Disney World.

The explanation dates back decades, before Disney owned Marvel, and involves an agreement that still shapes what both companies can do with the superhero franchise in Florida.

Marvel Alterniverse Stocks Doctor Doom Masks and Nerf Blasters

The merchandise was photographed on October 21, 2026, inside Marvel Alterniverse, a shop in Marvel Super Hero Island at Universal’s Islands of Adventure.

The selection includes products featuring Doctor Doom and the upcoming film’s branding, including:

• Avengers: Doomsday T-shirt: A black graphic shirt featuring Doctor Doom above a lineup of Marvel superheroes, including members of the Fantastic Four and X-Men.

• Doctor Doom T-shirt: A green shirt featuring the character, with the film’s logo printed inside the collar.

• Doctor Doom electronic mask: A wearable mask packaged with Avengers: Doomsday branding.

• Doctor Doom Nerf blaster: A themed toy blaster supplied with three Nerf darts.

Attractions Magazine published photographs of the merchandise.

The merchandise is arriving ahead of Avengers: Doomsday, which Disney lists for theatrical release on December 18, 2026. Doctor Doom is the central villain of the upcoming Marvel Studios production, making him a fitting character for the new range.

1994 Licensing Agreement Protects Universal Orlando Marvel Sales

The explanation begins in 1994, when Universal secured theme park rights to Marvel characters, long before Disney completed its acquisition of Marvel Entertainment on December 31, 2009.

The agreement helped establish Marvel Super Hero Island, which opened at Islands of Adventure in 1999. The land remains home to attractions including The Incredible Hulk Coaster, The Amazing Adventures of Spider-Man and Doctor Doom’s Fearfall.

Universal’s rights cover specific Marvel characters and associated properties. A historical Universal-related securities filing describes the arrangement as granting geographical exclusivity east of the Mississippi River for the particular characters Universal uses.

The filing also states: “Marvel receives an annual license fee and a guaranteed annual royalty fee for all merchandise themed with Marvel characters.”

That disclosure explains why Marvel-themed retail has remained part of Universal Orlando, even after Marvel became part of Disney.

The rights agreement covers merchandise as well as the use of Marvel properties in theme park attractions, subject to its licensing conditions.

East of the Mississippi Contract Limits Disney World Superheroes

The arrangement creates an unusual situation in Orlando, where Disney owns Marvel but Universal continues to operate a Marvel-themed area at Islands of Adventure.

The companies’ competing theme parks do not have identical access to Marvel characters. Universal’s established rights affect which superheroes Disney can use in its Florida parks, while Disney can feature characters outside Universal’s specific rights, including the Guardians of the Galaxy at EPCOT.

Disney may own Marvel, but Universal’s long-standing deal continues to give the superhero franchise a substantial presence in Orlando.

Either way, more quality merchandise is always a win for fans.

More Theme Park News

This story was originally published by TravelHost on Oct 24, 2026, where it first appeared in the Theme Parks section. Add TravelHost as a Preferred Source by clicking here.