Archive | Experiential licensing

Ice Pop(-Up)s

A growing—but still unusual—type of experiential opportunity in the licensing business involves properties and brands lending their names to hotels, bars, and other outdoor structures made entirely of ice. While collaborations in this space have been relatively few and far between to date, more ice structures in general are being built for recreational purposes in […]

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Hoteliers Look to Licensing

Branded hotels had been an up-and-coming form of experiential licensing for at least five years prior to the start of the pandemic, and they are back, if the number of new deals and openings announced in the last year or so is any indication: Lagardère Group’s ELLE magazine brand opened its first hotel, in Paris, […]

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Walks on the Wild Side

Nature trails have become a popular form of experiential licensing for children’s book and entertainment properties, especially in the U.K. Here are some examples from the past few years: Among Penguin Ventures’ many experiential activities for Peter Rabbit are winter activity trails in 90 locations managed by the U.K.’s National Trust. The trails launched in […]

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Just the Ticket

Rail stations, train lines, and railway museums are logical venues for certain experiential initiatives. Not surprisingly, a large percentage—although not all—of these ventures involve licensed entertainment properties that feature trains as characters, themes, or critical elements of their fictional universe. Four examples from 2021 and 2022 illustrate: Warner Bros. France paired with railroad company SNCF […]

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Tea Time

Traditional English-style afternoon teas tied to characters (and sometimes other properties) have represented a growing piece of the experiential-licensing landscape since the mid-2010s, at least in some parts of the world, with a particularly notable burst of activity beginning in 2019. Even during the pandemic, at least between lockdowns, a few licensed afternoon teas were […]

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FMX 2021: Insights on AR, VR, and LBE

FMX 2021, a conference focusing on animation, visual effects, games, and immersive media, was held May 4-6, 2021. The digital event featured three case studies of interest to the licensing community: the Star Wars: Galaxy’s Edge theme park land; Wallace & Gromit: The Big Fix-Up, an app-centric augmented-reality, multiuser, multimedia experience with a live community […]

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Basic Training

A number of property owners have announced the launch this fall of branded educational courses, online at the moment, mostly through partnerships with education providers. All are focused on professional training. The timing makes sense given the high number of furloughs and layoffs that have occurred since the start of the pandemic. Many adults want […]

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Experiences To Go

Organizers of location-based events are experimenting with new configurations to give their fans something of the original real-life experience in a safe way during the pandemic. Typically this has meant taking the event virtual in some form. But several marketers have gone the physical route recently, by boxing up real-life experiences and shipping them to […]

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