Trademark licensing - Monopoly sets an example of how legacy brands can keep up with changing customer preferences.
23-07-18
Brand Licensing Europe (BLE) is preparing to showcase the exciting
world of location-based experiences (LBE) at its upcoming event in London. The
much-anticipated keynote session will feature Matt Proulx, Vice President of
LBE at Hasbro, and David Hutchinson, CEO of The Path Entertainment Group.
Scheduled for October 4th, the session titled "Passing GO: Bringing the
world's leading board game to life" will delve into the immersive
"Monopoly: Lifesized" experience.
"Monopoly: Lifesized" is a captivating adaptation of the
iconic board game, played in a 4D physical format on an enormous 15m x 15m
board. Since its launch in August 2021, this larger-than-life experience has
attracted over 150,000 visitors in London. Proulx and Hutchinson will share
their journey of creating this groundbreaking LBE concept, highlighting the
collaborative efforts and strategic planning that contributed to its remarkable
success.
Ella Haynes, Event Director of Brand Licensing Europe, expressed
her enthusiasm for the keynote session, emphasizing the event's focus on the
thriving LBE industry in London. She encourages industry professionals to
register early for the event to secure a seat in the theater, as this session
promises to be a bustling and inspiring opportunity to discover LBE trends and
gain invaluable insights from industry experts.
Proulx from Hasbro emphasized the company's dedication to
providing immersive experiences that connect fans of all ages through the magic
of storytelling and play. The partnership between Hasbro and The Path
Entertainment Group has enabled fans to step into the worlds of their beloved
brands and characters, as exemplified by the resounding success of
"Monopoly: Lifesized."
The first LBE-themed keynote session at BLE will offer attendees
valuable insights into the creative process behind the development of immersive
LBE experiences. It is set to be a highlight of the event, offering a glimpse
into the future of location-based entertainment and inspiring industry
professionals to push boundaries and create unforgettable experiences for fans
worldwide.
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