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Experiential Licensing

Experiential Activations

Hasbro will launch its first-ever fan and family convention, HASCON, next year on Sept. 8–10, 2017, in Rhode Island. The event brings together Hasbro’s brands for a three-day celebration which will include interactive previews of its TV and movie series, celebrity meet-and-greets, gaming competitions and limited edition products for purchase.

Warner Bros. Consumer Products partners with Exquisite to develop the first retail loyalty programs featuring DC Super Heroes across EMEA. The supers will be featured in promotional campaigns including instant rewards programs, redemptions and sponsor rewards systems as well as games and “spend-and-get” offers at hypermarkets, supermarkets, petrol stations, convenience stores and DIY and home improvement outlets.

In the U.K., Warner Bros. debuts a new permanent Harry Potter shop in London’s Heathrow Airport. The 600-sq. foot store has been produced by Jonathan Sands, CEO of the Harry Potter Shop at Platform 9¾ King’s Cross Station, and features collectibles, apparel, accessories, gifts, novelties, and souvenirs from the Platform 9¾ store, as well as merchandise from the Cursed Child stage play and upcoming Fantastic Beasts film.

Planeta Junior, retailer El Corte Inglés, and DreamWorks join forces to feature Trolls in the Spanish retailer’s 8 Golden Days campaign from Oct. 21–Nov. 13, 2016. The promotion includes dedicated spaces and limited edition toys for sale within store locations as well as photo activations.

Snoopy and MetLife are parting ways, as the life insurance company stops using the Peanuts cartoon character in its marketing and sales materials.

Nordstrom launches up a pop-up shop devoted to Hermès silks and jewelry in its downtown Seattle flagship through the end of 2017. An accessory-only destination, the shop-in-shop will focus on men’s silk, women’s silk, and fashion jewelry.

Pepsi partners with New York City restauranteurs Lisle Richards and Eric Marx of The Metric to introduce a new restaurant and bar, Kola House, in a deal brokered by the Joester Loria Group. Although Kola House won’t feature any overt branding, Pepsi’s presence will be embedded in a host of dishes and drinks that are infused with kola nut extract.

Shopkins is coming to McDonald’s restaurants in France and Monaco with Happy Meals featuring exclusive editions of the toys. Elsewhere, Nelvana is revitalizing its branding efforts with a new logo and a slate of series in development including Hotel Transylvania: The Series (premiers worldwide 2017), Bravest Warriors, Mysticons (global debut 2017), and Esme and Roy (with Sesame Workshop in the U.S.).

The Barbie You Can Be Anything experience comes to U.K. malls. Props and dress-up costumes invite kids to discover their potential through imagination with various activities, while a special photograph in the Barbie photo booth is available to take home.

AIA Bhd., Malaysia’s leading life insurance provider, teams up with Turner Asia Pacific to create the Cartoon Network Move it Movement presented by AIA Vitality. The initiative is a wellness campaign that centers around an event for the whole family in Kuala Lumpur on December 9–11, 2016.


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