Global Licensing Group, the organiser of Licensing Expo, has announced further details of key exhibitors for the attractions sector. The exhibition will return to the Mandalay Bay Convention Center in Las Vegas, US between 24 and 26 May, with a distinct Location-Based Experiences (LBE) theme.
Global Licensing Group SVP, Anna Knight, says: “We landed on the theme of location-based experiences in order to strategically align with society’s transition from product-focused to experience-centric behaviours.
“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.”
Hasbro
Hasbro, a leading toy manufacturer, will be using its experience booth (#A143) to preview its Transformers: VR Battle Arena with Meta4 Interactive. Players can choose their favourite characters including Autobots Bumblebee and Optimus Prime, or Decepticons Megatron and Soundwave, to participate in a one-of-a-kind VR battle.
Hasbro will also provide a sampling of some of its experiences to provide inspiration, including:
- My Little Pony & Transformers Hotel Collection, Shanghai, China
- Monopoly Lifesized and The Top Hat Restaurant & Bar, London, England
- Nerf Challenge Touring Experience, North America
- NAX, Singapore
Hasbro’s VP of Location Based Entertainment, Matt Proulx adds: “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. 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 and be a catalyst for its adoption across the globe.”
Falcon’s Beyond
At booth U188, Falcon’s Beyond will be exhibiting guests immersive and interactive technologies with a tour of Falcon’s “X-Lab”, offering twenty-minute demonstrations. Falcon’s products on display will include the firm’s Falcon’s Vision, SpectraVerse and ON!X Theater technologies, alongside other attraction systems leveraging real-time gaming and metaverse integrations.
Falcon’s Beyond CEO Cecil D. Magpuri comments: “We have already helped many of the world’s most iconic brands connect with their audience to build fandom at a whole new level.
“We cannot wait to showcase our experiential entertainment innovations and new themed destinations in development that will enable brands to take the connection with their desired audiences to new heights well `beyond’ what they could ever imagine.”
Other attendees
Also exhibiting is Feld Entertainment, presenting its Grave Digger Simulator Ride Experience, which has been created using the expertise of DOF Robotics.
Senior Vice President Global Partnerships, Jeff Bialosky says: “We are thrilled to have one of our Feld Entertainment location-based entertainment activations on-site for attendees to experience during the upcoming Licensing Expo.
“As a 2022 Industry Award nominee, Monster Jam continues to engage and entertain tens of millions of fans around the world. The Monster Jam Grave Digger simulator displayed and operating in Booth #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.”
Premiering at Licensing Expo, NAFTOS is an industry leader in the creation of interactive NFTs and plans to showcase digital collectables on the exhibition floor.
CEO and president of NAFTOS, Barry Rosenbaum says: “We are honoured to become a key exhibiter at the Licensing Expo to showcase our expertise in NFTs and the Metaverse. Our highly experienced team employs the newest technology to create dynamic interactive NFTs, unlike any others.”
Registered attendees now have access to a list of announced IPs and are able to set up meetings by visiting Licensing Expo’s online platform.
Earlier this month, Global Licensing Group revealed its Licensing Expo keynote panel, featuring leading figures from the themed entertainment and LBE sectors including Magpuri from Falcon’s Beyond.
