Archive | Experiential licensing

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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Camp Sites

Since the coronavirus pandemic started, licensors, licensees, and retailers have been hosting virtual versions of normally live annual events that are important to students and families and cannot occur face to face. After going digital with prom and graduation, they are now addressing the next big virtual adventure: summer camp. Among the companies with ties […]

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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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