Afternoon teas got their start in the mid-19th century and have become a classic British custom, popular both with visitors, as a unique experience to remember from their trip, and with some local U.K. residents, as an occasional indulgence. The practice is also established in other countries, especially in Asia. Licensed versions of these experiences […]
Archive | Experiential licensing
Movie Fans: Passionate But Disorderly
A handful of recent film releases, most based on underlying properties with major licensing programs backing them, have been in the news lately for the in-theater behaviors of some of their fans. These audience members sing at key times, yell out dialog, throw things at the screen, or otherwise interact with the film, often spurred […]
Birdies, Bogies, and Brands
By Karen Raugust on December 19, 2024 in Design and content themes, Experiential licensing, Licensing, Sports
Golf has become an increasingly popular theme for experiential initiatives involving licensed properties, both digital and physical. Many of the initiatives are tied to character and entertainment IPs, but they extend into other realms as well: Mattel Adventure Park, the new attraction opening in 2025 as part of Epic Resort Destinations’ VAI Resort in Glendale, […]
The Devil Is In The Detail
Location-based entertainment has been in the news lately, and not in a good way. Willy’s Chocolate Experience, a live event organized by House of Illuminati and held at Box Hub Warehouse in Glasgow, Scotland, has attracted a lot of attention for its poor execution. The ticketing website promoting the event is full of lush A.I.-generated […]
Bloody Successful Promotions
By Karen Raugust on May 11, 2023 in Character/Entertainment, Experiential licensing, Licensing, Nonprofit
A Peanuts t-shirt offered in conjunction with the American Red Cross was recently in the news for successfully encouraging young-adult fans of the property to give blood. This is the latest in a fairly regular stream of promotions over the past five years or so in which character and entertainment properties are used to attract […]
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 […]
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, […]
Walks on the Wild Side
By Karen Raugust on September 15, 2022 in Character/Entertainment, Experiential licensing, Licensing, Publishing
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 […]
Orchestras Score with Gamers
By Karen Raugust on August 8, 2022 in Cultural, Experiential licensing, Interactive gaming, Licensing, Music
In its July 2022 listing of the 20 best video game soundtracks of all time, British classical music radio station Classic FM said, “Video game music is one of the most exciting areas of contemporary music, with composers like Austin Wintory, Jessica Curry, and Nobuo Uematsu winning fans the world over with their game soundtracks.” […]
A High-Flying News Channel
Last month Stellar Partners announced the launch of Buzzfeed-branded airport newsstands, with the first two outlets located in New York LaGuardia’s Terminal C. Buzzfeed is the just the latest in a long string of media brands that have lent their names to airport news and convenience stores over the years. In fact, since the early […]