Universal Destinations and Experiences has launched a new regional theme park model with the opening of Universal Kids Resort in Frisco, Texas.

The resort is the company's first theme park designed specifically for families with young children and represents a move beyond Universal's traditional large-scale destination resort model.

Developed on a 97-acre site north of Dallas, the resort combines a family-focused theme park with the 300-room Universal Kids Resort Hotel.

The concept has been designed around shorter visits, repeat attendance and younger audiences, with smaller-scale attractions, interactive play areas, character experiences and immersive environments replacing the thrill rides typically associated with major theme parks.

Mark Woodbury, chair and CEO of Universal Destinations & Experiences, said the resort represents a new direction for the company.

"This is an entirely new way for us to bring our stories to life for younger audiences and their families," he said.

"With Universal Kids Resort, we're creating a place where children can play, imagine and experience their favourite characters in an environment designed specifically for them."

Universal says the resort has been created within a "lush green landscape" and features a series of themed lands based on characters and stories from Universal Pictures, DreamWorks Animation, Illumination and Nickelodeon.

Experiences include Shrek's Swamp, where guests can meet Shrek, Fiona and Donkey; TrollsFest, a colourful music-themed environment; Puss in Boots: Del Mar, inspired by the character's Spanish village; and Jurassic World Adventure Camp, which offers dinosaur-themed exploration and play.

Other areas include Illumination's Minions vs Minions: Bello Bay Club, Nickelodeon's SpongeBob SquarePants Bikini Bottom and Gabby's Dollhouse, aimed at younger preschool visitors.

Universal said the resort has been created to serve families with younger children, with attractions designed around accessibility, interaction and play.

The launch forms part of a wider strategy by Universal Destinations & Experiences to develop new formats alongside its major destination resorts.

The company recently opened Universal Epic Universe in Orlando, Florida – its largest US theme park investment to date – while Universal Horror Unleashed is being developed as a year-round immersive entertainment format.

Universal Destinations & Experiences is part of Comcast NBCUniversal.