Archive | Experiential licensing

Learning Through Travel

Before the COVID-19 pandemic put the travel industry on ice, the practice of pairing licenses with vacation travel services, cruise lines, and other travel-related businesses had been on a long upward trajectory. One sector within that broader trend, illustrated by a recently announced deal between Thrillest and Academic Travel Abroad, consists of packages that put […]

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Drink Up

Themed pop-up bars and clubs represent an up-and-coming form of experiential initiative. Recent examples include both enterprises that are officially licensed or otherwise tied to a licensed entertainment property and those that are unofficially inspired by licensed IP: The Plaza Hotel in New York oversaw a rebranding of The Rose Club, its noted jazz venue, […]

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The Experience Economy

As entertainment licensors create experiential extensions of their properties, such as theme park attractions, stage plays, and exhibitions, it is standard practice to create merchandise dedicated to the special event, to be sold at the venue as well as in the licensor’s and sometimes the licensee’s proprietary online and retail channels. For the biggest licensors, […]

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Playing to the Preschool Crowd

The landscape of experiential licensing and promotions has diversified over the years, with licensors now highlighting their properties through signature hotels, escape room themes, blood drives, and much more, depending on the brand image and/or content associated with the IP. But when it comes to creating experiences for the preschool set, property owners tend to […]

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Continuing Education

Alliances between owners of licensed properties and providers of educational curriculum can take many forms. They involve a diverse roster of property types and can target the whole spectrum of age groups, as these recent deals attest: Sesame Workshop licensed McGraw-Hill Education to use its Sesame Street characters in a free version of MHE’s Wonders […]

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