Location-Based Experiences: Stepping Into Another World

Licensed location-based experiences offer family adventures.

Jane Neal, Content Editor

February 23, 2022

1 Min Read
World of Eric Carle

Imagine your nostalgia for a favorite childhood book or TV show coming alive in a completely new way, perhaps as an amusement park ride or interactive trail hike. Location-based experiences, especially ones aimed at kids, are on the rise. 

Larger theme parks like Disney (“Star Wars: Galaxy’s Edge”), Universal Studios (The Wizarding World of Harry Potter), Warner Bros. World Abu Dhabi (DC Comics) and Six Flags (also DC Comics) have offered branded, themed experiences for decades, but the business of creating these specifically for children is burgeoning. LBEs are moving beyond theme parks and into unexpected environments including pop-up venues, live shows, interactive museum exhibits, dedicated indoor play spaces and outdoor adventures. Some companies are using AR/VR to deliver the experience of being inside an entertainment world.  

It’s no coincidence that location-based experiences are the theme for Licensing Expo 2022.  

LBEs are a natural extension of consumer brand engagement. Attractions aimed at kids enable them and their families to interact and build a different level of relationship to brands, creating loyalty that can last a lifetime. LBEs can also engage children intellectually, making learning engaging and fun. 

COVID-19 fatigue and our hunger to get out of the house and back into the world only makes these experiences more enticing. We’re seeing brands from Peter Rabbit to Crayola creating these new experiences and popping up globally, from Great Britain to Dubai. 

Want to learn more? Check out the full article in the February issue of License Global now! 


About the Author(s)

Jane Neal

Content Editor, License Global

Jane Neal is a Content Editor for License Global. Working remotely in the great state of Wisconsin, Jane specializes in retail and pop-culture trends.

She has worked extensively in the communication field as a managing editor, advertising copywriter, technical writer and journalist. She detoured for several years into academia where she taught journalism, English and humanities at the college level.

A complete Marvel nerd, she enjoys food, films, fishing, friends and family … and alliteration.

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