Universal Creative is the research and development group responsible for designing rides and attractions for Universal Theme Parks.
It is Universal's equivalent of Walt Disney Imagineering. From 1968 until 1997, Universal Creative was known as MCA Planning and Development. In 1997, when Universal parent MCA was sold to Seagram and dropping the MCA name, the company was renamed Universal Creative.
Studio Tour (Flash Flood, Rockslide, Avalanche, Battle of Galactica, Parting of the Red Sea, Jaws, King Kong Encounter, Runaway Train, Collapsing Bridge, Earthquake, The Mummy's Tomb, The Fast and the Furious: Extreme Close-Up, Skull Island Sea, Stunt Show, Whoville, Psycho and King Kong: 360 3-D tour scenes) (1968–2010) (co-produced with Totally Fun Company, Ride & Show Engineering and Weta Digital)