February 23, 2022
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.
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