Falcon’s Beyond Global, a fully integrated development enterprise for IP-driven parks, resorts, media and merchandise, has entered into a licensing agreement with The Hershey Company.
Under this contract, Falcon’s will design and create Hershey-branded Location Based Entertainment (LBE) experiences in both the US and international markets. These experiences will use the iconic intellectual property (IP) of the leading confectionary and snack company, including Hershey’s, Reese’s, Jolly Rancher, and Twizzlers.
Beloved brands
Together with Hershey, Falcon’s will create retailtainment experiences that will bring the company’s popular snacks and “moments of goodness” to life. Families and snack lovers will be able to enjoy new, immersive ways to experience their favourite treats.
Each destination will feature a Hershey-inspired attraction, a food and drink experience where guests can enjoy foods inspired by the brand, and a retail offering where they can purchase unique branded products. Additional information regarding the Hershey-branded experiences and the debut site will be released at a later date.
Cecil D. Magpuri, CEO of Falcon’s Beyond Global, Inc, says: “Falcon’s is honored to work with The Hershey Company and bring some of the world’s most renowned brands to life in new ways so they can be savored by even more consumers around the world. We are excited to explore what’s possible with Hershey and help bring forth what makes their brands so beloved through memorable immersive entertainment experiences.”
Ernie Savo, president of The Hershey Licensing Company, adds: “We see our partnership with Falcon’s Beyond as a huge opportunity to continue to expand our brand to consumers across the world. With their impressive track record of growing IP through innovative experiences, Falcon’s is the ideal partner to extend the Hershey’s family of brands in truly new and imaginative ways.”
Strong company growth
Falcon’s agreement with Hershey builds upon the significant progress the company has achieved in the last year. This includes its transition to a publicly traded status and the successful initiation of numerous projects, initiatives, and experiences within its three primary business units: Falcon’s Creative Group, Falcon’s Beyond Destinations, and Falcon’s Beyond Brands.
The organisation is currently working on several high-profile international projects, including the inaugural Vquarium LBE experience. This will roll out across China through a joint venture with Raging Power Limited, an arm of K11 Group, the Hong Kong-based leader in cultural commerce.
It is also currently developing the Qiddiya Water Theme Park and the world’s first gaming and Esports district in Qiddiya City. These projects are a collaboration with Qiddiya Investment Company of Saudi Arabia.
Falcon’s Beyond Global recently announced its largest-ever recruitment initiative for the Falcon’s Creative Group business unit. The firm aims to appoint nearly 200 new team members, almost doubling the size of the unit, to support unprecedented company growth of creative projects across the globe.
