Thanks to a marketing and licensing effort from Universal Studios that’s been nothing short of masterful since 1993, the Jurassic Park franchise remains a colossus of pop culture over three decades later. In a way, Jurassic Park, and now Jurassic World, has become the official brand of dinosaurs, which offers it tremendous staying power.

The core product of the franchise spawned from Michael Crichton’s tale of hubris published in 1990 is the film series. In the summer of 2025, the seventh instalment, described as more of a spin-off, hit big screens around the world but struggled to reach the heights of its predecessors. Even so, a sequel is said to be in the works.

A Sprawling, Unmovable Brand

Seen since the original publication of Jurassic Park in 1990, the Tyrannosaurus rex skeleton logo is now an iconic eye-catcher. Few logos in entertainment can rival it these days. Helping to power it to its continued prominence has been how willing Universal has been to license it out to creatives in other sectors.

Towards the end of October, Frontier Development launched their third entry to the park-building sim Jurassic World Evolution. A mere 20 days since its launch, it was estimated to have collected $6.3 million in gross revenue. Base game sales alone exceeded 500,000 units in around two weeks, beating its predecessor of 2021.

The franchise has long been strong in video gaming, but over the last decade or so, it’s also had an outsized presence in casino gaming. Among the library of branded slots at the jackpot casino, the Jurassic Park and Jurassic World slots have carved out a place for the franchise in this newer arena of online entertainment.

In each, with the first having been around since 2014, the iconic dinosaurs, characters, and soundtrack of the blockbusters are emphasised to offer a true Jurassic Park experience. Elsewhere, as mentioned, it’s the official brand of dinosaurs. Even back in 1994, merchandise sales of the brand already exceeded $1 billion.

Box Office Stumble Doesn’t Phase Universal

On paper, Jurassic World Rebirth was one of the franchise’s worst outings despite its ahead-of-expectations opening weekend of $147.8 million in July 2025. Starring Scarlett Johansson and Mahershala Ali, Rebirth was primed to do well with mainstream audiences – especially when you throw in the brand in play here.

However, on the biggest budget in franchise history of $225 million, Rebirth only returned $868.6 million worldwide. It’s the first of the four Jurassic World films, which have been going for a decade now, to not eclipse $1 billion at the box office.

Doing the basic common calculation of the true budget being more like double production when you include marketing and such, Rebirth still made over $400 million at the box office. Now, Universal Studios wouldn’t have seen all of this return to their coffers, but there’s a good chance that it spurred sales of related merchandise, too.

While following a downward trajectory for the Jurassic World films, Rebirth was most likely profitable. So, it won’t come as a surprise that, according to insider reports and rumours, Universal is reuniting the team behind the camera for the next instalment. Apparently, the hope is also to get Johansson and Ali back for another romp.

Jurassic World Rebirth proved to be less successful at the box office than any of its Jurassic World predecessors, and yet, it still did well enough to impress with its return and further entrench the brand as a colossus of modern entertainment.

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