By Gary Symons TLL Editor in Chief After two years of isolation during the pandemic, it's hard to say if Licensing Expo's theme on experiential licensing is ironic, or a sign of rising hope. After all, it's been two years since the Expo was able to hold a live, in-person event, but on the other hand, May 24 will see the triumphant return of hand shaking and face-to-face … [Read more...] about Licensing Expo Keynote To Focus On Experiential Entertainment
Experiential Licensing
Smiley Celebrates 50 Years With Pop-up Experience
In celebration of the brand's 50th anniversary, Smiley has launched an in-store experience with Urban Outfitters in Europe. Smiley says Urban Outfitters launched a Europe wide in-store experience beginning on April 4, as part of their collaboration with Smiley, which has been celebrating its 50th anniversary throughout 2022. The licensed partnership is part of an ambitious … [Read more...] about Smiley Celebrates 50 Years With Pop-up Experience
Experiential Licensing: Batman Interactive Experience Launching at Spyscape
A new interactive experience from DC and SPYSCAPE will allow Batman fans to unleash their inner superhero sidekick. SPYSCAPE is part of Cipher Corp Ltd, a multi-disciplinary imagineering company creating innovative brands, culture and technology. SPYSCAPE's mission is to inspire people to uncover their own superpowers through physical and digital experiences based around spy … [Read more...] about Experiential Licensing: Batman Interactive Experience Launching at Spyscape
Experiential Licensing: Former Marvel President Joins Board At Falcon’s Beyond Global
By Gary Symons TLL Editor in Chief Simon Philips, one of the licensing industry’s most accomplished executives, has joined the board of experiential entertainment company Falcon’s Beyond Global. Among his many accomplishments, Philips served as president of Marvel Entertainment International, where he was a member of the leadership team that helped build Marvel into a retail … [Read more...] about Experiential Licensing: Former Marvel President Joins Board At Falcon’s Beyond Global
Sports Licensing: Playtech Announces Licensing Partnership with The Jockey Club
By Allison Watkinson TLL Reporter Playtech has announced a new five-year licensing partnership with British horse racing brand The Jockey Club. The new agreement will see Playtech develop a range of cross-product content based on the races and racecourses operated by The Jockey Club. The deal was brokered by Creation i-Gaming and Metrostar. Under the agreement, Playtech will … [Read more...] about Sports Licensing: Playtech Announces Licensing Partnership with The Jockey Club
Experiential Licensing: Crayola Seeks Partners For Location-Based Entertainment Experiences
Move over LegoLand, and step aside Disney World: the world famous Crayola brand is making a move to expand its location-based, experiential entertainment franchise. Crayola LLC announced this week it is actively seeking partners around the world to license and develop new iterations of its location-based entertainment (LBE) venue Crayola Experience, a larger-than-life, … [Read more...] about Experiential Licensing: Crayola Seeks Partners For Location-Based Entertainment Experiences
Licensing Agencies: The Point.1888 Jumps On Board With New Client Flip Out
Flip Out, the UK's leading trampoline and adventure park operator, is to embark on its first ever brand licensing program with the help of its new agent The Point.1888. With 27 sites across the UK, jam-packed with slides, free running, inflatables, assault courses, synthetic ice rinks, bumper cars and crazy golf, Flip Out has amassed a fanbase of millions. The company plans to … [Read more...] about Licensing Agencies: The Point.1888 Jumps On Board With New Client Flip Out
Experiential Licensing: Mattel, Mobil 1 Partner On First Ever UNO World Championship in Vegas
Mattel says select fans will compete at the first-ever official UNO Championship Series Vegas Invitational Tournament, sponsored by Mobil 1, in Las Vegas on Nov. 11. The event is part of Mattel's 50th anniversary licensing program for the world's most popular family card game. Viewers from around the world can watch live on the UNO TikTok channel starting at 6 p.m. PST as the … [Read more...] about Experiential Licensing: Mattel, Mobil 1 Partner On First Ever UNO World Championship in Vegas
Disney’s Winnie The Pooh Gets A “Bearbnb”
By Gary Symons TLL Editor in Chief Disney is launching a wealth of licensing deals for Winnie the Pooh's 95th anniversary, but we just had to draw your attention to a clever collaboration with travel brand Airbnb. The partnership has now resulted in a Winnie the Pooh inspired house in the Hundred Acre Wood is available to book on Airbnb as part of Disney’s 95th Anniversary … [Read more...] about Disney’s Winnie The Pooh Gets A “Bearbnb”
Hot Wheels Monster Trucks Go Live
Hot Wheels Monster Trucks Live is kicking off its return to live events with new trucks and drivers in an upcoming 10-stop tour across the US. The tour is made possible through a partnership with the Raycom-Legacy Content Company, a large-scale event operation, promotion, content production, licensing, and media firm. Raycom produces entertainment experiences including the Hot … [Read more...] about Hot Wheels Monster Trucks Go Live