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EXPERIENTIAL

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…

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Experiental Licensing

Pop Goes 24 Hour Fitness

Fitness maven Cassey Ho is the latest digital celebrity to heighten her profile through licensing. 24 Hour Fitness is working with the fitness instructor and YouTube personality to roll out her POP Pilates regimen in its fitness clubs nationally…

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Experiential Licensing

Harry Potter Drives Theme Park Profits

Universal Studios has ridden new Harry Potter attractions, like the Wizarding World of Harry Potter which opened in Orlando last sum- mer, to increase its theme park profits 38%. Theme park revenues rose to $735 million in the fourth quarter of 2014, according to Comcast financial reports…

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Experiential Licensing

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 sales…

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