Monopoly, one of the world’s most famous board games, is being brought to life at Brand Licensing Europe (BLE) in London this October. BLE has unveiled its first location-based experience (LBE) themed keynote session for the show, which takes place Oct. 4-6 at ExCeL in London.
Hasbro and The Path Entertainment Group will present “Passing GO: Bringing the World’s #1 Board Game to Life” on Oct. 4. Matt Proulx, Hasbro’s Vice President of LBE, and David Hutchinson, CEO of The Path Entertainment Group, will be discussing the hugely popular Monopoly Lifesized experience: an immersive, 4-D physical version of the family game brand played on a 15m-by-15m Monopoly board. Monopoly Lifesized opened in the heart of London in Aug. 2021 and has since welcomed over 150,000 visitors. Proulx and Hutchinson will explore the creative pursuit and problem-solving that was required to turn Monopoly Lifesized into one of the most talked-about activations on the experience market.
“The LBE industry is booming in London, and I’m thrilled BLE has focused on this growing industry for this year’s content program,” says Hutchinson. “I’m really excited to be able to share our journey with one of the world’s most iconic board games, alongside our partner Matt Proulx at Hasbro and explore the journey of creating a new LBE concept.”
“We were able to translate the world’s favorite family game brand into an award-winning, multi-location LBE experience — Monopoly Lifesized — by staying true to the iconic gameplay that attracts more than one billion players worldwide while optimizing the elements that would work best in a live format,” says Matt Proulx. “Close collaboration and strategic planning were paramount to our success, so we hope to share learnings and insight into our creative process to help inspire our peers and partners as we move the industry forward together.”
The BLE 2023 team has also released a first look at the events throughout the show’s three days, including its educational program and first social dates for visitors’ calendars. Visit brandlicensing.eu for the full schedule.
