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EXPERIENTIAL LICENSING

Interactive Branding

Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals:

Marvel partnered with Victory Hill Exhibitions to open the Avengers S.T.A.T.I.O.N.—an experience that promises to give fans a look at intelligence files and classified information as they explore the history and scientific origins of the Avengers team—at the Esplanade de La Défense in Paris. A second will open at the Treasure Island Hotel and Casino in Las Vegas, Nev., this summer. The Paris location will run until September, after which it will visit other European locations.

Warner Bros. partnered with Miral to create a themed destination in Abu Dhabi, UAE. Located on Yas Island, World Abu Dhabi will include a theme park as well as the only Warner Bros.-branded hotel. The themed destination will bring together the studio’s portfolio of DC Comics superheroes as well as cartoons such as Looney Tunes, Scooby-Doo and Tom and Jerry. The project is slated to open in 2018, with the branded hotel to follow at a later date. The location will be neighbored by the first Ferrari-branded theme park and the Emirati-themed water park, Yas Waterworld.

Sanrio and Universal Parks & Resorts opened the Hello Kitty Shop Featuring Hello Kitty and Friends at Universal Studios Florida. The retail experience is Hello Kitty’s first appearance at a theme park in North America and will offer exclusive product including stationery, home goods, apparel, accessories, collectibles and confectionery treats.

Halfbrick licensed its Fruit Ninja and Jetpack Joyride brands to event7 for live events at shopping malls. The deal was negotiated by agency Brand² Squared Licensing.

The NFLPA partnered with EA Sports and Discovery Education to host a free interactive live virtual field trip for students across the U.S. The experience stresses the STEM concepts and motion capture technology behind the Madden NFL video game series.

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