From Screen to Object: EXG Pro and the Cultural Afterlife of Universal Icons

In an era where popular culture increasingly migrates from screen to shelf, EXG Pro’s newly announced licensing agreements with Universal Products & Experiences mark more than a commercial expansion. They signal a deeper engagement with how iconic film and animation legacies are translated into contemporary objects of use, display, and emotional attachment.

The London-based accessories specialist has secured the rights to develop officially licensed products across a slate of some of Universal’s most enduring franchises: Shrek, How to Train Your Dragon, Back to the Future, Jaws, Monsters, Inc., and Jurassic Park. Together, they form a cross-generational archive of modern mythology, spanning animation, science fiction, and cinematic spectacle.

EXG Pro has built its reputation on bridging fandom and functionality, producing accessories that operate both as practical objects and as quiet markers of identity. In this sense, the partnership is less about surface branding and more about cultural continuity. These franchises persist not simply because of nostalgia, but because they have embedded themselves into shared memory, family rituals, and formative moments across decades.

What distinguishes EXG Pro’s approach is its emphasis on design integrity and material presence. By focusing on display-ready, tactile products rather than disposable novelty, the brand positions licensed merchandise closer to collectible culture than mass ephemera. It reflects a wider shift within licensing, where consumers increasingly seek objects that feel considered, durable, and emotionally resonant rather than fleeting.

The Universal portfolio also introduces a deliberate tension between playfulness and gravitas. From the humour and warmth of animated storytelling to the suspense and awe of cinematic landmarks like Jaws and Jurassic Park, these properties demand nuanced interpretation. Translating them into accessories requires restraint as much as imagination, an understanding of when to reference and when to abstract.

As EXG Pro continues its expansion across international retail, gifting, and specialist licensing channels, these agreements reinforce its position within a broader cultural economy, one where intellectual property is not merely reproduced, but re-authored through design. The forthcoming launches promise not just new products, but new ways of engaging with stories that have long since escaped the confines of the screen.

Further details will follow in the months ahead, but the significance is already clear. In partnering with Universal, EXG Pro is participating in the ongoing life of popular culture itself, shaping how iconic narratives are held, used, and remembered in everyday space.