A host of toyetic, location-based experiences (LBE) will be showcased at Licensing Expo in Las Vegas next month in addition to a “Toy Café” populated by top brands in the play space.
Licensing Expo, produced in partnership with industry trade association Licensing International, takes place at the Mandalay Bay Convention Center May 24-26 with LBE as a primary theme. More than 200 exhibitors are confirmed for the event, and major players, including Hasbro, Feld Entertainment, Falcon’s Beyond, and NAFTOS are teasing big LBE plans for the event.
“We landed on the LBE theme in order to strategically align with society’s transition from product-focused to experience-centric behaviors,” says Anna Knight, senior vice president of the Global Licensing Group, organizers of Licensing Expo. “More than ever before, people develop profoundly strong connections with the brands and content they engage with daily; LBE enables IP-owners to foster an even deeper connection that lays the groundwork for a loyal fanbase. We’re so excited to showcase the power and potential of LBE and be a catalyst for its adoption across the globe.”
Exhibitors with an LBE focus will turn their booths into experiences to fully demonstrate the power of their brands. In the Toy Café, Hasbro, Jazwares, Mattel, MGA Entertainment, Spin Master, Brand Activation Consulting, and WildBrain CPLG will show off new products and licensing opportunities.
“The demand for authentic, engaging, and exciting experiences has never been higher; fans of all ages can now uncover new ways to connect with the brands they love,” says Matt Proulx, vice president, LBE, Hasbro. “We’re excited to demo the Transformers: VR Battle Arena with our partners at Meta4 Interactive at our booth this year. We’ll also be giving visitors a chance to sample other activations around the world, taking inspiration from our Monopoly Life-sized in London, Transformers & My Little Pony-themed Hotel in Shanghai, not to mention what’s fueling NERF. We hope everyone can stop by and have a glimpse into the potential of LBE.”
Highlights Include:
Hasbro
Booth No. A159 & Hasbro Experience booth No. A143
At Hasbro’s Experience booth, the company will be previewing the Transformers: VR Battle Arena with Meta4 Interactive which enables players to play as a Transformers robot in a VR world. Players can choose from heroic Autobots such as Bumblebee and Optimus Prime or Decepticons such as Megatron and Soundwave. Once inside the game, each player will become a part of a legendary battle.
Hasbro will also be showcasing inspiration from other LBE initiatives around the world with a sampling of mini experiences inspired by:
- My Little Pony & Transformers X Marriott Autograph Collection, Shanghai, the first of its kind, a Transformers and My Little Pony-themed Hotel outfitted with a family entertainment center, is opening in Shanghai in Q4, 2022. The Hotel features 46 themed rooms operated by Marriott within its Autograph collection.
- Monopoly Life-sized and Top Hat Restaurant & Bar, London, guests immerse themselves in the world-famous game of Monopoly to compete in challenges, build houses, charge rent, escape jail and even control London’s waterworks as they travel around the life-sized board earning as much money as they can.
- NERF Challenge, North America (touring) the ultimate NERF playground, is currently touring North America. Among the many interactive activations to experience are Tryathlon, Nerfhoop Doubleshot, Colossal Football, Field Goal, Dodge Blast, Strange Cargo, and much more! With thousands of blasters and millions of darts, this immersive experience is every NERF fan’s dream come to life.
- NAX, Singapore, the NERF Action Xperience family entertainment center includes fun-filled experiences in an indoor arena packed with multiple-themed activity zones, incorporating NERF sports and blasters that are directed towards igniting adrenaline, inspiring empowerment, fostering connections, and fueling your freedom.
Feld Entertainment
Booth No. A209
This year, Feld Entertainment will have the Grave Digger Simulator Ride Experience, created in partnership with DOF Robotiks. This stand-alone attraction allows attendees to experience what it is like to take a ride in a Monster Jam truck. The simulator offers a range of movement on a 6-axis platform featuring pitch, roll, and yaw movements. The realistic motion is combined with exciting video delivered through VR headsets, which makes it an unforgettable ride.
“As a 2022 Industry Award nominee, Monster Jam continues to engage and entertain millions of fans around the world,” says Jeff Bialosky, senior vice president global partnerships, Feld Entertainment “The Monster Jam Grave Digger simulator displayed and operating in Booth No. A209 will give those who are brave enough to ride it the true feeling of being behind the wheel of a 12,000-pound, 1500 HP Monster Jam truck.”
Additionally, Falcon’s Beyond will feature a tour of Falcon’s X-Lab with a 20-minute demonstration of technology products including SpectraVerse, Falcon’s Vision, ON!X Theater, and more while NAFTOS will engage attendees with NFT tech.
Register here for Licensing Expo to discover the thousands of IPs ready to license from more than 200 brands that span every product category imaginable. Registration is free, so do it today.
