Pop-up travel destinations represent one form of experiential licensing that has been on the rise in 2019. These immersive initiatives, which can last anywhere from a few days to a few months, include pop-up hotel rooms, complete hotels, and rental homes: Hotel rooms. New York’s Club Wyndham Midtown 45 launched a themed room tied to […]
Archive | Experiential licensing
Immersed in Art
By Karen Raugust on October 7, 2019 in Art, Character/Entertainment, Experiential licensing, Licensing
Art exhibits can generate awareness and fan engagement for entertainment/character properties with enough content and history to support this sort of experiential initiative. A few examples from this year and last illustrate some of the elements that are common to such ventures, as well as the unique twists that are possible depending on the nature […]
The Experience Economy
By Karen Raugust on September 16, 2019 in Character/Entertainment, Experiential licensing, Licensing
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, […]
Playing to the Preschool Crowd
By Karen Raugust on November 8, 2018 in Character/Entertainment, Demographic groups, Experiential licensing, Licensing
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 […]
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 […]
Love Connection
In the last couple of months, both the Immortals e-sports organization and the Manchester City football club teamed with Tinder to help their passionate fans find romance. The two become the latest of a handful of licensed properties that have entered the dating-service space over the past several years. The deals vary in scope, duration, […]
Going to the Gym
Intellectual property owners are increasingly looking at gyms and fitness regimens as a viable experiential category, as several recent deals around the world illustrate: Tim McGraw is partnering with Snap Fitness for a chain of gyms in the U.S. called Tru Mav Signature Clubs. The name is short for “true maverick,” and the centers will […]
The Sound of Music
Symphony performances, accompanied by filmed entertainment, represent one area of experiential licensing that has been hitting a high note for the past few years, especially but not exclusively among entertainment properties: Most recently, National Geographic partnered with Jason Michael Paul Entertainment for “National Geographic: Symphony for Our World,” which features a live performance of a […]
Entering the Escape Room Game
The popularity of location-based escape room games—where several friends are locked in a room for an hour and must solve clues and puzzles in order to free themselves—has been on a steep rise since 2012 in the U.S. and since at least 2010 abroad. (The first such game launched in Japan in 2007.) From 2010 […]
Reserving Room for Licensing
By Karen Raugust on December 22, 2016 in Corporate brands, Experiential licensing, Licensing, Promotion, Retail
The hotel and hospitality industry has been an area of interest for licensors of late, with potential opportunities taking many forms: Branded hotels. Karl Lagerfeld announced in November that he would launch a chain of luxury hotels, with the first to open in Macau in 2018. He joins fashion labels such as Armani, Missoni, Bulgari, […]