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Roundup: Experiential Initiatives

Live arena production Fast & Furious Live is set to debut on a global tour in January 2018. Produced in partnership with Universal Brand Development, Fast Live Productions, and Live Nation, the show launches in London before racing through 23 other European cities. The two-hour show features cars, locations, and scenes from the film series through state-of-the-art 3D projection mapping.

Nike’s new NBA jersey is set to launch Sept. 29 with new NikeConnect technology that takes fan apparel to a new level. NikePlus members and NBA fans can scan the NikeConnect logo on their jersey’s jock tag with their smartphones to see exclusive content such as athlete and team info, pregame arrival footage, highlight packages as well as access new licensed product, Spotify playlists from athletes, NBA 2K18 boosts, and game ticket offers. In China, NBA 2K18 and Spotify are replaced by 2K Online and QQ Music, respectively.

eOne expands its theme part attraction, Peppa Pig World at Paulton’s Park theme park in Hampshire, UK., with two new rides. The Queen’s Flying Coach Ride and Grampy Rabbit’s Sailing Club will open to the public in May 2018. Peppa Pig’s total licensing and merchandising revenue is now $59.3 million worldwide, according to eOne.

LEGOLAND Malaysia is set to launch The Great LEGO Race experience at the end of the year, an attraction that transforms three Project X coasters using VR headsets to pit riders against brick-built contraptions driven by Trendsetter, Pharaoh, Surfer Girl, Wizard, and Pirate Captain. LEGOLAND Florida and Germany’s LEGOLAND Deutschlan will see the attraction in 2018.

Netflix launches “Birthdays On Demand,” a series of 15 two-minute videos featuring birthday greetings from kids’ favorite characters. Current characters include the stars of All Hail King Julien, Dinotrux, Barbie, Beat Bugs, Las Leyendas, LEGO Friends, LEGO Ninjago, Luna Petunia, Miraculous: Tales of Ladybug and Cat Noir, My Little Pony, Pokémon, Project Mc2, Skylanders Academy, Trollhunters, and Word Party.


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