Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals: Pulse Evolution will leverage its partnerships with Authentic Brands Group and three late celebrity estates—Michael Jackson, Elvis Presley and … [Read more...] about VR, Cafes, Inflatables and More Branding Efforts
Sanrio
Interactive Branding
Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals: Marvel partnered with Victory Hill Exhibitions to open the Avengers S.T.A.T.I.O.N.—an experience that promises to give fans a look at intelligence … [Read more...] about Interactive Branding
Who’s News
Warner Bros. Consumer Products names Peter van Roden SVP Global Themed Entertainment. Brit Gordon joins Fermata Partners to collaborate with Founding Partners Kit Walsh, Scott Bouyack, Derek Eiler, and Chris Prindiville on behalf of the PGA TOUR. DHX Brands appoints Kaisa Nieminen Senior Brand Manager North America, where she will lead initiatives for Teletubbies, Twirlywoos … [Read more...] about Who’s News
Star Wars Demonstrates Power of Franchises for Licensing, Theaters
By Marcy Magiera As this story was being written and The Licensing Letter’s semi-annual chart of movies with licensing potential compiled, Star Wars: The Force Awakens was breaking advance ticket sales records two months ahead of its Dec. 18 opening. Online ticketing sites Fandango and MovieTickets.com reportedly crashed for some users under the heavy traffic when tickets went … [Read more...] about Star Wars Demonstrates Power of Franchises for Licensing, Theaters
WestJet Plane Takes “Frozen” to New Heights
Last week, WestJet rolled out a very special airplane, a Boeing 737 featuring images from "Frozen" on the fuselage, overhead bins, headrests and even bathroom mirrors. The Canadian airline actually launched its first Disney-themed plane two years ago. But the licensing of super brand "Frozen" takes the WestJet/Disney collaboration to another level. While it might be the most … [Read more...] about WestJet Plane Takes “Frozen” to New Heights
Variations on a Retail Theme
Five years ago, Toys 'R' Us opened 350 holiday express pop-up stores during the fourth quarter. The program was vastly scaled back the following year and has pretty much disappeared. And while TRU wasn’t the first to implement a pop-up concept, its efforts in 2009 gave rise to a wide array of much smaller—often single-unit pop-ups—that have been as much about promotion as … [Read more...] about Variations on a Retail Theme