Globally, the fastest-growing consumer segments are spenders hailing from Asia and, more generally, Millennials. These two cohorts are more likely then ever to spend money on an experience, rather than on some consumer good. According to Expedia’s 2018 Air Travel Outlook Report, for example, 74% of 18–65 year-olds would rather spend their money on experiences than possessions, … [Read more...] about Experiential Licensing: Targeting Travelers
Theme Parks
Experiential & Social Activations
Hasbro and Cityneon bring interactive exhibition Transformers Autobot Alliance to China in December 2017. The launch follows years of R&D—the walk-through exhibit is the first of its kind to showcase the larger-than-life robots, as well as special effects, reflex tests, virtual reality, motion sensing, and other features surrounding the Transformers brand. It will debut in … [Read more...] about Experiential & Social Activations
Roundup: Experiential Initiatives
Live arena production Fast & Furious Live is set to debut on a global tour in January 2018. Produced in partnership with Universal Brand Development, Fast Live Productions, and Live Nation, the show launches in London before racing through 23 other European cities. The two-hour show features cars, locations, and scenes from the film series through state-of-the-art 3D … [Read more...] about Roundup: Experiential Initiatives
Paramount, Disney & Masha Expand Attractions
Paramount is bringing a $4.3 billion (£3.5 billion) theme park to Dartford, Kent by 2022. The London Paramount "U.K. version of Disneyland" will feature over 50 attractions, including rides and a 2,000-seat theatre. As well as Paramount properties, the park will boast licensed attractions from BBC Worldwide (possibly including Doctor Who) and Aardman Animations (Shaun the … [Read more...] about Paramount, Disney & Masha Expand Attractions
Licensing to Theme Parks Builds Revenue & Brand Exposure
One of the editors of The Licensing Letter was recently at a party on the Universal Studios backlot when some fellow guests began, by their own admission, to "geek out" over the distant spires of The Wizarding World of Harry Potter, which is under construction for a planned opening next year. The attraction, based on the J.K. Rowling books and Warner Bros. movies, is expected … [Read more...] about Licensing to Theme Parks Builds Revenue & Brand Exposure