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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 a 15,000 sq. ft. space within high-end shopping and living center Shin Kong Place Chongqing. Cityneon has the right to tour the exhibition worldwide. Naturally, the event showcases a merchandise area for post-attraction purchases.

Twitter unveils new features on its social media platform for NBA fans this season. Activations include 30 team hashtag-triggered emoji; special league hashtag emoji using #NBA and #NBATwitter; live programs “The Starters Twitter Show” and “The Warmup”; and its data on the most-mentioned NBA teams and players entering the 2017–18 season as well as the top followed NBA teams and players.

Saban Brands launches Power Rangers HyperForce, an interactive tabletop RPG, through Amazon’s social Twitch service. The RPG will stream live on the channel Hyper RPG beginning on Oct. 24th. Power Rangers’ 25th anniversary lands in 2018; this event marks the first licensed property to live-stream a tabletop RPG with Twitch. The game is set in the year 3016 and follows a team of Time Force Ranger cadets as they band together to defeat an ancient evil.

Warner Bros. Entertainment is set to shutter toys-to-life platform LEGO Dimensions one year ahead of plans, Eurogamer reports. Launched in 2015, the venture was expected to last three years. Sources cite the high cost of manufacturing the LEGO toys, poor sales, and over-saturation of new content as key reasons. Licenses include The Hobbit, Sonic the Hedgehog, Batman, and Scooby-Doo. Developer TT Games is now focusing on the LEGO Ninjago Movie game and LEGO Marvel Super Heroes 2.

Tough Mudder and Invictus Events & Entertainment Pty Ltd. partner to bring the obstacle course challenge to South Africa in 2018. The multi-year partnership with IEE in South Africa marks the first time Tough Mudder has licensed its signature challenges in the country and its first on the African continent.

Turner EMEA and Austrian start-up Tonio launch a live, interactive TV experiment inspired by The Amazing World of Gumball. Called Gumball VIP, the second screen experience uses Tonio’s audio-recognition tech to serve live quiz questions to fans via their mobile device while they’re watching the show.

In Australia, Popeye will become the new face of Tough Mudder’s Australian challenge throughout November. As a result of a partnership with Merchantwise Licensing, over 20,000 participants will interact with Popeye during a 3 month health-focused campaign through dedicated training microsite, obstacle course branding, social media platforms, event day and digital activations, and merchandise—an exclusive Tough Mudder by Popeye the Sailorman t-shirt will be made available.

Parques Reunidos partners with Discovery Communications to develop approximately 10 themed entertainment centers in North America, Western Europe, and Asia-Pacific. The integrated indoor entertainment centers will include interactive entertainment facilities, rides, a dining area, and a retail store.

Mr. Bean cosplayers took over London to support the launch of mobile game Play London with Mr Bean, an tourism initiative from, Endemol Shine Group, and Pointvoucher. The free-to-play game helps visitors discover the city’s highlights and collect discount vouchers and find offers.

Betty Page returns to Playboy (1955’s Miss January) thanks to Dynamite Entertainment. The Novenber/December issue will feature an exclusive six-page comic story. Dynamite launched its first Betty Page comic miniseries in July.

Snap brings its augmented reality dancing hot dog filter to life, selling an adult-sized Halloween costume on Amazon for $79.99. The filter was a summer sensation; Snap has previously sold a ghost stuffed animal, playing cards, and a ghost backpack.

Theme Parks

New Peppa Pig location-based attraction formats and themed accommodations will roll out thanks to a partnership between eOne and Merlin Entertainments. The deal covers all territories worldwide excl. the U.K., and Merlin secured exclusive rights for all location-based entertainment formats with the exception of China, which will be licensed to Merlin on a non-exclusive basis. Merlin expects to open in-park areas in two Resort Theme Parks in 2018; the first standalone attraction will open in 2019.

Warner Bros. Consumer Products, DC Entertainment, and Miral reveal the themed worlds in the upcoming theme park Warner Bros. World Abu Dhabi:

  1. Metropolis and Gotham City, inspired by the DC Super Hero universe;
  2. Cartoon Junction, which will bring together Bugs Bunny, Scooby-Doo and other famous cartoon characters;
  3. Bedrock, a prehistoric world where the modern stone-age family can have a “yabba dabba doo” time like The Flintstones;
  4. Dynamite Gulch, which will take visitors deep into a Southwest American canyon to experience the antics of the “Looney Tunes” characters; and
  5. Warner Bros. Plaza, which will be reminiscent of old Hollywood with Art Deco architecture and more.

The park will also be home to the only Warner Bros.-branded hotel. Construction is underway in anticipation of a 2018 open date.

This Christmas, the Harry Potter Warner Bros. Studio Tour will undergo a makeover—for the first time ever, the Great Hall stage will be decorated as it was for the iconic Yule Ball. The experience lands Nov. 18 thru Jan. 28.

Disney is updating its Star Wars-themed attraction, a 3D motion simulator ride called Star Tours. The new version of the ride will include a never-before-seen battle from Star Wars: The Last Jedi, opening Dec. 15. The update will land at Disney’s Hollywood Studios and Disneyland Park in California on Nov. 17th, at Disneyland Paris on Nov. 22, and at Tokyo Disneyland on Dec. 15.

In addition to the update, Disney is adding themed land Star Wars: Galaxy’s Edge at Hollywood Studios, which is expected to debut in 2019, and an entirely immersive Star Wars-themed hotel to Walt Disney World.









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