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EXPERIENTIAL LICENSING

VR, Cafes, Inflatables and More Branding Efforts

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:

Pulse Evolution will leverage its partnerships with Authentic Brands Group and three late celebrity estates—Michael Jackson, Elvis Presley and Marilyn Monroe—to expand entertainment licensing through the creation of realistic virtual humans. A new partnership with XIX Entertainment will allow the tech firm to produce immersive content for stage, virtual reality, augmented reality and artificial intelligence.

U.K. family resort Blackpool will host to a major celebration of the 50th Anniversary Year of the Star Trek franchise throughout 2016 and 2017 with a series of events. First up is Star Trek: The Exhibition on the famous Golden Mile beginning June 30 and open daily throughout the year.

The Airheads brand celebrates its 30th birthday in partnership with candy store IT’Sugar to launch a number of shop-in-shops. Some 90 stores across the U.S. will stock the sweets as well as an exclusive line of new apparel, squishy pillows and other accessories.

Dubai is home to the world’s first official Harper’s Bazaar cafe, now open in the Dubai Design District. Launched by Marka PJSC and Hearst Magazines Intl., the location features a total dining capacity of 140 seats.

The Powerpuff Girls soared above Dubai in the form of a trio of flying inflatables all as part of the ongoing celebrations for the series’ return to Cartoon Network this year.

Sanrio tapped Dunkin’ Donuts to launch the first Hello Kitty branded donuts in Germany in a deal brokered by Team! Licensing at all 70 locations country-wide. The collaboration has further been extended to retailer Rewe. Additionally, Hello Kitty and Dunkin’ Donuts will appear together at Museumsuferfest in Frankfurt, Germany, Aug. 26-28, with special activities, costume appearances and other activations to support the brand.

Cartoon Network U.K. commissioned An Ooo Experience from London-based tech studio Hellicar&Lewis. The first-ever live interactive Adventure Time game offering will be playable at select U.K. malls this summer.

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