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Experiential Licensing: Crayola To Expand Its Crayola Experience Franchise

By Allison Watkinson TLL Reporter Crayola has entered a licensing agreement with BrightColors to open new Crayola Experience venues over the next five years. “Today Crayola embarks on an expansion effort with a best-in-class partner… . . . read more

Rube Goldberg & Lunchables Reinvent Concept of ‘Playing With Your Food’

The crazy but always fascinating 2023 Rube Goldberg Machine Contest will be sponsored by Lunchables, giving kids a chance to seriously play with their food. The Rube Goldberg Institute for Innovation & Creativity says the… . . . read more

Universal Parks & Resorts Consolidates Its Operations

By Allison Watkinson TLL Reporter Universal Parks & Resorts has merged two of its key businesses to create a new division called Universal Products & Experiences (UP&E). The new division is a combination of the… . . . read more

Experiential Licensing: Embrace Your Inner Detective With MGM’s Pink Panther Adventure

The Pink Panther Diamond has been stolen, and fans are invited to help the bungling Inspector Clouseau crack the case. The interactive adventure is a new program launched by MGM through a licensed app called… . . . read more

Experiential Licensing: Angry Birds Staging First-Ever Live Show

Allison Watkinson TLL Editor in Chief Angry Birds is tapping into the explosive growth of Location-Based Entertainment, announcing its first-ever live show. The new show will be produced in partnership between Kilburn Live, a global market… . . . read more

Experiential Licensing: Spy Ninjas, Hey Duggee Go From Screen to Live Stage

By Gary Symons TLL Editor in Chief Two hit shows are going on live tours, as location-based entertainment deals take off in the world of licensing. Last week The Licensing Letter reported on the new… . . . read more

Experiential Licensing: Crayola Appoints New VP for Location-Based Entertainment

By Allison Watkinson TLL Reporter The children’s creativity brand, Crayola, has announced the addition of Andy Pence as Vice President of Crayola Experience and Location-Based Entertainment. Crayola LLC is a subsidiary of Hallmark Cards Inc…. . . . read more

OceanX and Crayola Launch Program for World Oceans Day

By Allison Watkinson TLL Reporter The global ocean-based nonprofit OceanX and Crayola have launched a licensed, virtual-learning event in celebration of World Oceans Day. The OceanX-Crayola partnership originally began in 2021 with an immersive national… . . . read more

The Latest Deals, Developments and Dancing From Licensing Expo

By Gary Symons TLL Editor in Chief And we’re back. Licensing Expo returned in style on May 24, with thousands of licensing professionals flooding the show floor at the Mandalay Bay Convention Centre. Attendees were… . . . read more

World of Warships Partners With Global Network of Naval Museums

Video game publisher Wargaming has announced a program to promote naval museums through its popular World of Warships title. Wargaming says it is relaunching its successful Longest Night of Museums initiative, which is designed to… . . . read more


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