Right now the biggest thing that Universal is willing to leverage is a willingness to build attractions tied to intellectual properties quicker than Disney. I don't know if it's an inability to do this on Disney's part or if it's the mindset that every attraction tied to an intellectual property has to be a classic. Regardless, it's giving Universal easily marketable attractions that quickly boost attendance. There are those that will argue that all of these things are flash in the pan type attractions, but that remains to be seen. Moreover, they're not putting out half a$$ed attractions tied to this IP, they're putting out attractions that are deeply rooted in the IP, but are also of a high caliber.
Like many on here, I have no problem with intellectual property being used in Disney parks. I wish it would be confined to certain areas, but that ship has already sailed. So with that said, if Disney builds a fantastic Frozen attraction and it happens to be in Norway, I would very likely be ok with it. Yes, my preference would be Fantasyland, but a quality attraction will supersede it's placement in Walt Disney World.