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Universal Studios Hollywood kicked off its annual Grinchmas celebration this morning, with a new venue for the annual holiday event.

Universal's tearing up a big chunk of the park as it spends more than a billion dollars on its ambitious "Evolution" plan, which will add attractions, hotels and new production facilities throughout its Studio City property. One of the first elements to finish is the park's centerpiece Universal Plaza Tower.

Universal Plaza is the new home for Grinchmas, now that its old space in the Curious George playground is under construction to make way for the new Wizarding World of Harry Potter.

Now that is a theme park Christmas tree!

Each year for the opening of Grinchmas, Universal honors a celebrity for his or her charity work. This year's "Who-Manitarian" was Florence Henderson, best known to TV viewers as Mrs. Brady from "The Brady Bunch."

Visitors can meet the Grinch and Max in the Plaza on weekends through Dec. 20, then daily through New Year's Eve.

Kids can find several Grinchmas activities in the Plaza during those same times, including the chance to make their own ornaments or decorate cookies.

In addition to the decor around the Plaza, Universal's decorated its International Streets for the holiday.

Clearly, the Hollywood version of this ride is getting a much more impressive facade than the Florida original. And we haven't yet gotten a good look at the accompanying Super Silly Fun Land play area.

Later this weekend, we'll share a few photos of the Harry Potter construction site.

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