Today, Universal Parks & Resorts, a unit of Comcast NBCUniversal, announced they rebranding and will become “Universal Destinations & Experiences”.

Universal states the rebrand “better reflects the full breadth of innovative offerings Universal brings to fans around the globe and its intent to continue to expand its business in the future.”

The name change also signals how the company is diversifying by bringing Universal branded entertainment, culinary, gaming, and consumer product experiences to life in unique and creative ways for new audiences, in new places, and on new platforms in both the physical and virtual worlds.

“Universal Destinations & Experiences aligns with our aspiration to be the Destination of Choice in the markets where we are today and the markets we enter in the future,” said Mark Woodbury, Chairman and Chief Executive Officer, Universal Destinations & Experiences. “We are thrilled to expand how we bring the Universal brand to life in new, immersive and compelling ways for fans around the world using our rich collection of stories, characters and franchises.”

While the company is getting a new name, Universal has confirmed that their destination names – Universal Orlando Resort, Universal Studios Hollywood, Universal Studios Japan, Universal Beijing Resort, and Universal Studios Singapore – will remain the same.

Recently, Universal announced two, new original concepts – a theme park designed for families with young children and a year-round horror-inspired entertainment experience. In addition, the company recently opened the highly anticipated Super Nintendo World at Universal Studios Hollywood.