Live Events

How companies are expanding their brands and giving classic franchises a new life through live experiences.

April 10, 2018

Top Brands Go Live

With entertainment brands such as “Maya the Bee,” “Star Trek,” Ghostbusters and more consistently expanding beyond TV and film to categories like apparel, toys, homewares and publishing, entertainment companies have increasingly focused energy on reaching and connecting with fans in a new way: via live experiences.

Not only do live experiences enable fans to interact in real life with the brands they love, but live events also allow companies to market and retail licensed merchandise to a dedicated audience.

Taking the Stage


Branded live shows and musicals have been around for decades, however there has been a recent surge of live shows surrounding popular preschool and children’s brands such as “Peppa Pig” and “Paw Patrol,” among others.

As these shows continue to be popular with fans, the tours have even been adding additional locations and dates to meet ticket demand. Nickelodeon has been in the game of live experiences for years, giving both classic franchises (such as “SpongeBob SquarePants”) and new properties extended life.

In April, the company teamed with VStar Entertainment Group to create preschool series “Paw Patrol’s” first-ever live stage show, “Paw Patrol Live!: Race to the Rescue.” The show will debut in October and will visit more than 90 cities across the U.S., Canada and Mexico.

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