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Experiential

Experiential Watch: Stage Shows, Events & Attractions

Discovery Consumer Products collaborates on a line of apparel and accessories with British pop artist Philip Colbert of The Rodnik Band. Labelled Discovery Shark, the dedicated pop-up shop opened at Old Spitalfield’s Market in the U.K. leading up to the Discovery Channel’s week-long event of shark programming.

Zag Heroez Entertainment partners with Mills Entertainment to exclusively produce and tour Miraculous: Tales of Ladybug and Cat Noir, a live stage spectacular based on the hit TV series. The multi-city national tour is expected to launch Spring 2019.

The Beyblade Burst National Championship brings Bladers aged 8-13 years old to Mall of America in Bloomington, Minnesota, to test their skills and compete for the title of the ultimate Beyblade Burst champion. The event is being executed on behalf of Hasbro by Nickelodeon Velocity, Nickelodeon’s partner marketing and creative services team, and Nickelodeon Experience.

Aardman and Tohokushinsha Film Corp. will open the Shaun the Sheep Farm Garden within the English Garden Rosa & Berry attraction in Tawada, Japan, in April 2019. The attraction features life-sized sets from the world of Shaun the Sheep, such as the Farmer’s House and the Sheep’s Barn, statues of the series’ characters, a café with outdoor terrace, multipurpose facility, and more.

Sequential Brands Group teams up with USA Today and MGM Resorts Intl. for an event featuring Martha Stewart in Las Vegas this October. The Martha Stewart Wine & Food Experience will take place across 35 outdoor acres in Las Vegas, NV and showcase a variety of food wine, beer, and spirits form both local and national chefs. Themed activations include a showcase of Stewart’s branded products; a selfie area; product displays featuring the Martha Stewart lines at Macy’s and Michaels, select pieces from the QVC product line, books, and more.

The Rugby Football Union (RFU) partners with Fanatics to open a stadium store at the heart of England’s rugby, Twickenham. The launch is part of an eight-year project to develop the RFU’s global retail and e-commerce programme. Last year, an original 10-year partnership reflecting global e-commerce rights was extended until 2025 with the addition of all retail outlets at Twickenham Stadium and non-technical product rights.

Kakao Friends, mobile messenger operator Kakao’s character licensing arm, changes its name to Kakao IX after merging with JOH, a brand consulting firm. Kakao IX plans to upgrade its two flagship character stores in Seoul from conventional gift shops to venues where users can enjoy various cultural experiences. Over the second half of 2018, Kakao IX said it will also push to make inroads into overseas markets, including Japan, China, and Europe.

Cubicall, a modern office phone booth company, partners with Warner Bros. for a limited-edition Superman-themed booth for his 80th anniversary. The phone booth is marketed towards open-floor plan work spaces and offers sound-proof and vision-proof options to office workers.

Japanese lifestyle brand Muji opens its first global flagship hotel in Shenzhen, China. The location is operated by Shum Yip Group, with Muji providing its brand, “anti-gorgeous and anti-cheap” design, and products—over 70% of products in rooms are available for sale at stores, including its signature wall-mounted CD players, tea-sets, bedding, and air diffusers. The hotel business is expected to generate user data as well as boost sales in approximately 200 retail stores in mainland China.

Italian jewelry brand Bulgari adds a Shanghai hotel in partnership with Marietta Intl., bringing its total count to six locations. New luxury hotels are scheduled to open in Moscow, Paris, and Tokyo from 2020 through 2022. Sticking to its luxury jewelry roots, the hotel is designed to be “obviously an authentic Italian hotel with features and services and design and amenities and food that are authentically Italian,” per its GM.

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