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Experiential

M&A & Experiential

Penguin Random House brings The Snowman back in-house; the children’s brand will no longer be managed by the Copyrights Group for the first time in 30 years.

Iconix Brand Group acquires a remaining 50% interest in Iconix Canada from its joint venture partner for $19 million, gaining full ownership of the company. Formed in 2013, Iconix Canada currently holds licenses for brands including London Fog, Ecko Unltd., Charisma, Danskin, Rampage, Rocawear, Zoo York, Umbro, Fieldcrest, Royal Velvet, Ed Hardy and Waverly. Uconix will retain its 51% interest in the Buffalo brand.

Disney is planning a Star Wars-themed hotel experience at its Disney World Resort in Orlando, Florida. The attraction will be similar to its cruise experience, and will include live action role play with costumes, props, and storylines for each guest.

Endemol Shine Group partners with MSC Cruises to launch a new immersive cruise experience, MSC MasterChef At Sea, across its fleet in summer 2017 (Europe, South America, and South Africa).

Atlantyca Entertainment‘s Geronimo Stilton stars as a featured attraction area at Italian theme park Leolandia. The 300-square-foot structure features a new pirate-themed adventure as well as character meet-and-greets.

Warner Bros. will debut a Wizarding World holiday experience in select malls this year in partnership with GES. Features include Ollivanders (wand shop), photo ops, animated windows, and merchandise. In the U.K., two new books from the series will be released as part of an exhibition celebrating 20 years since the series’ launch: Harry Potter: A History of Magic – The Book of the Exhibition and Harry Potter: A Journey Through A History of Magic.

Spin Master extends its Paw Patrol road tour for a third year, bringing the Roll Patrol Road Tour to North America through October. On the way, the tour will also stop off at select retailers including Toys ‘R’ Us and Target. The activation also features property Rusty Rivets as well as toys Kinetic Sand and Soggy Doggy.

Moose Toys and Coolhaus team up for a limited edition ice cream flavor, Bubbleisha’s Poplicious Party, to celebrate new Shopkins doll Bubble Gum Pop Bubbleisha (she comes with two exclusive Shopkins and an exclusive retro cassette-tape VIP card).

Brand & Deliver develops multiple global brand partnership campaigns between Sony Pictures‘ film Spider-Man: Homecoming and Pizza Hut, Dell, Panasonic, and Northern Rail. Campaign activity includes Spider-Man branding on Pizza Hut pizza boxes and box toppers; pack promotions with Panasonic; an AR app, cinema, OOH, print, and digital video promotion by Dell; and station posters by Northern Rail—all supported by social media.

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