The first day of Brand Licensing Europe gave attendees the opportunity to learn about Location-Based Experiences (LBEs).

Barbara Smith , Digital Editor

October 4, 2023

1 Min Read
(From L to R): Ian Hart, Matt Proulx and David Hutchinson.
(From L to R): Ian Hart, Matt Proulx and David Hutchinson.Anna Kunst

On Day 1 of Brand Licensing Europe has been full steam ahead. The first keynote of the event, “Passing GO: Bringing the World’s #1 Board Game to Life,” brought together Matt Proulx, vice president, LBE, Hasbro, and David Hutchinson, chief executive officer, The Path Entertainment Group, to talk all things “Monopoly: Lifesized.”

Located in the heart of London, the space opened in 2018 and has been a popular attraction ever since.  

The first topic on the agenda was creative pursuit, which focused on how “Monopoly: Lifesized” came to life, including putting pen to paper with an idea and the less glamorous tasks like finding a suitable building. 

Proulx says being on board with the idea was easy, saying he loves “crazy ideas.” 

Just like any other idea, there are also negatives. Even with Monopoly being a heritage brand with name recognition, consumers can still be hesitant. 

“We’re asking people to open their wallets,” says Proulx. “We’re asking people to spend money.” 

The gamble has paid off so far, as “Monopoly: Lifesized” is set to expand to Riyadh in 2024. The Path Entertainment Group is continuing its work with Lionsgate and The Copyrights Group on SAW and Paddington Bear experiences, respectively. 

It’s also been great for London. Hutchinson says while big cities have primarily been the focus of new LBEs, London has really stood out, citing cheaper rent than other cities and a bustling population. 

“The city is embracing us,” says Hutchinson.  

But at the end of the day, the focus will always remain on getting people out of the house and to different events.  

“We want to bring people here,” says Hutchinson.” We want to set up the experience economy.” 

About the Author(s)

Barbara Smith

Digital Editor , License Global

Barbara Smith is a Digital Editor for License Global. Based in the U.S., while Barbara's remit is general news coverage, she enjoys focusing on apparel, travel and social media throughout North America. Barbara loves all things fashion, fitness and food!

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