Legendary Entertainment Brand Licensing in 2024 and 2025

License Global reports on the latest happenings at Legendary Entertainment, looks at what’s trending in the entertainment sector and highlights some of the big movies that are on the horizon and the opportunities for licensed products that they present.

Ian Hart, Senior Digital Editor U.K. & EMEA

May 30, 2024

3 Min Read
"Dune" LEGO Royal Atreides Ornithopter, LEGO, Legendary Entertainment
"Dune" LEGO Royal Atreides OrnithopterLEGO, Legendary Entertainment

License Global: Can you talk about some of the key collaborations and success stories that have defined the Legendary approach to licensing recently?

James Ngo: At Legendary Entertainment, we prioritize collaborations with partners who share our deep passion for our IPs. When our licensees are also genuine fans, it enhances the entire process. A standout example is our collaboration with the enthusiastic LEGO team on the “Dune” Royal Atreides Ornithopter. LEGO’s Mike Psiaki worked directly with our Academy Award-winning production designer, Patrice Vermette, ensuring every detail mirrored the film faithfully. With LEGO’s team being true “Dune” fans, their enthusiasm has translated into a fantastic set and minifigs.

In our interactive division, we closely collaborated with Activision to launch a new pack of content tied to “Dune: Part Two.” Released in December for “Call of Duty: Modern Warfare III and Warzone,” this content allowed players to immerse themselves in the “Dune” universe. Lead actors, Timothée Chalamet and Austin Butler, even had the opportunity to see their in-game characters early and engage in a one-on-one, knives-only death match on “Call of Duty’s” classic “Rust” map.

James Ngo, executive vice president, franchise management, Legendary Entertainment

What can you tell us about your upcoming slate and some of the consumer product collaborations that you have in place to support them?

Related:Special Report: Movie and Streaming Brand Licensing Trends

Our two flagship franchises, “Dune” and “Monsterverse,” are expanding beyond the realm of film into television, gaming, publishing and location-based entertainment. Our upcoming slate is diverse, ranging from uproarious comedy with “Animal Friends” to reimagining iconic IP with the animated series, “Tomb Raider: Legend of Lara Croft,” premiering on Netflix this year. We’re also venturing into new realms of horror with “Faces of Death,” alongside more blockbuster theatrical films such as our live-action adaptation of “Street Fighter.”

We have partnered with several collaborators on the “Dune” and Monsterverse franchises, including Funcom and utilizing Unreal Engine. In March, coinciding with the release of “Dune: Part Two,” we unveiled our latest gaming venture, “Dune: Awakening.” This immersive experience enables fans to explore the vast and beloved universe of the franchise in depth. Additionally, we have joined forces with the Los Angeles-based company 60Out to create the “Godzilla vs. Kong” escape room – an exhilarating journey into the depths of Hollow Earth. Within the experience, which launched in April, fans can immerse themselves in unraveling mysteries, solving puzzles and facing thrilling challenges.

Related:Amazon MGM Studios Brand Licensing in 2024 and 2025

Godzilla vs. Kong” escape room

How do you see the strategy of bringing franchises to life changing?

In the “old days” if you had an action figure, T-shirt and lunch box at retail you were a hit. Today consumers want more. They want to feel like they are a part of your brand, a part of its success and its future. Listening to our fans is paramount in this new paradigm. Technology and social media have revolutionized brand discovery and people’s shopping habits, which consequently, successful franchise strategies must adapt to these shifts.

It’s all about storytelling and that is what Legendary excels at. Everything we do, from the content we bring to the big and small screens to the stories we tell through our products, games and experiences, serves to continue that brand story. 

Finding ways to transcend marketing and bleed the IP into culture is key to breaking through the noise. This requires taking risks and being bold rather than middle of the road in messaging and actions.

Legendary Entertainment Upcoming Releases

“Animal Friends”

“Dune: Prophecy” – MAX

“Faces of Death”

“Monarch: Legacy of

Monsters” – AppleTV+ 

Street Fighter

“Tomb Raider: Legend of Lara Croft” – Netflix

This interview was taken from Entertainment Report in the May 2024 issue of License Global. Read the full issue here.

Watch: James Ngo talks about its consumer product success at Licensing Expo ...

About the Author(s)

Ian Hart

Senior Digital Editor U.K. & EMEA, License Global

Ian joined the License Global editorial team in May 2022 as digital editor for the U.K. and EMEA, becoming Senior Digital Editor in April 2023.

Ian is a huge fan of sports and entertainment brands and, as a father, toys and kids' brands are a large part of his life!

He has been at Informa (formerly UBM) since 2018, where he was previously the editor of SHP, a B2B digital publication aimed at health & safety professionals.

Ian studied journalism at university before spending seven years in online fantasy gaming. Prior to moving to Informa, Ian worked in B2B trade print media, in the automotive sector, working on various publications aimed at independent automotive technicians and parts distributors.

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