by Graham Speak, Speak Consulting
Over the past few articles about IP licensing, we’ve discussed forming clear objectives and identifying the best IP partner. We’ve also looked at ways to maximise IP partnerships.
If you are already working with an IP holder, or are considering doing so, it’s really important to understand their business and objectives. So, today we are getting an insight into their minds. Four leading experts from licensors have agreed to share their views with me about what makes partnerships successful and what they consider to be important. They also share advice for any attractions considering entering the licensing space.
The Panel
- Ngaio Harding-Hill – head of attractions & live experiences, Aardman Animations
- Julie Freeland – senior director global location based entertainment, Mattel
- Susan Vargo – head of live experiences, Moonbug Entertainment
- Daryl Shute – IP, brand & licensing consultant, formerly Magic Light & The Roald Dahl Story Company
Firstly, we’d love to hear about your favourite attractions industry IP partnership to date. What makes it a great partnership or experience from your perspective?
[NH] Our partnership ‘Faret Shaun Land’ at Skanes Djurpark (with its operators Lund Gruppen). The partnership is centred on celebrating the value of the attraction & the brand coming together – creating an authentic narrative for Shaun the Sheep’s adventure at the beautiful Nordic animal park. The guiding narrative has also recently been expanded to include themed accommodation. This continues the characters’ and guests’ adventures at the attraction.
[DS] Back in 2013 when I was brand director at Magic Light Pictures, I put together a partnership for The Gruffalo’s 15th anniversary with Forestry England. Knowing that Gruffalo fans loved to search for him in their nearest ‘deep dark wood’, we set about creating self-led activity trails with wooden carvings at 25 sites across the country.
The notion of getting young families out and active (for free), exploring nature, while meeting a 6ft sculpture of their favourite picture book character, rolled out to an ongoing multi-site partnership. These now attract around 2 million visitors every year. They are loved by fans today as much as when they launched in 2014.
[JF] One of my favourite IP partnerships we’ve done in the attractions industry is Hot Wheels Monster Trucks Live. It is an exciting show with huge appeal to fans of all ages. It brings the Hot Wheels brand to life in a huge, unforgettable way. The VIP Crash Zone gives attendees an up-close look at all the action. And, touring all over the world allows everyone to get in on the fun.
Hot Wheels Monster Trucks Live has led to opportunities for wider cross-franchise partnerships. We look forward to further expanding the reach of the Hot Wheels IP in the future.
[SV] Moonbug is currently partnering with Merlin Entertainments – with their European theme parks and global Sea Life Centres bringing Cocomelon to fans and families. The highly collaborative partnership has developed and expanded organically drawing on both partner’s strengths.
In the blogs so far, we’ve talked about understanding objectives for attractions wanting to consider a licensed partnership. Why is it important for you, as a licensor, to be present in the LBE (location-based entertainment) space?
[NH] Being everywhere our audiences are is vital. Whether that’s across the diverse platforms they engage with to watch and interact with content, or in the real world where attractions and experiences offer a unique gateway to our brands and characters and unique ways of interacting with them.
[DS] In the Forestry England example, we wanted to build further awareness for our brand. Taking Gruffalo into the LBE space enabled us to engage with fans in new, exciting and physical ways beyond the book, film and consumer products. This was entirely a marketing initiative but delivered significant overall brand engagement and revenue through other channels.
This partnership also gave us the basis to ultimately bring the characters to Merlin Entertainments across several commercial theme park environments.
[SV] Experiences deepen a consumer’s affinity for a brand, property and characters. If done well they can foster a life-long connection to a property.
[JF] Location-based entertainment enables us to bring Mattel’s brands to life with best-in-class experiences. Leaving fans with long-lasting memories and an avenue to fully immerse themselves in their favourite brands, LBE is an incredibly important vertical for Mattel.
There are advantages to suppliers and operators creating their own stories/IP for their attractions. What would you say the key benefit of partnering with a known IP is?
[JF] A key benefit to partnering with well-known IPs is that it comes with a built-in audience. For Mattel specifically, each of our brands has its own unique history and widespread, multi-generational appeal. In the case of attractions, this translates to experiences that fans get really excited about.
[NH] Bringing an established and committed audience of fans to the partnership along with the characters, themes and values of the brand to build an enhanced guest experience.
[DS] Simply the awareness and existing fanbase that an IP can bring. But I do think the IP and the location need to fit organically – some partnerships can certainly raise an eyebrow! There is absolutely a place for attractions to have their own characters to build long-term local campaigns, but these can be elevated with a variety of cherished character brand activations.
In your experience, when an IP partnership has run really smoothly – have there been any factors or conditions that led to that?
[DS] Mutual respect. Often brand owners think they know exactly how to present their IP in every form. But working in the LBE space is very different and attraction owners bring a wealth of experience and practical knowledge. You’re working together for long periods to bring these experiences to life. So, recognising that each party is a specialist makes that journey a whole lot smoother.
[SV] Clear communication and collaboration from the beginning. Everyone needs to be working toward the same goal and agree from the start!
[JF] As a licensee, it’s crucial to truly understand the brand you are working with and the overall ethos of the IP. Clear strategy and timelines with a good amount of lead time also play a huge factor in having a strong partnership that runs smoothly and effectively.
[NH] Mutual respect and trust, a shared understanding of the value of narrative, and the ability to face challenges together while retaining a sense of humour!
Whilst licensing in the attractions industry is becoming a bigger trend, it isn’t right for every business or situation. When would you steer clear of a partnership?
[SV] We always ask why our brand needs to show up in this space before even discussing how.
[NH] When the added value of the partnership is not clear for one or both parties.
[DS] I’d always be nervous when the conversation becomes generic and like it may just become a ‘label slap’.
What excites you most about the attractions industry, as a whole, over the next 5 years?
[SV] The extension of an experience to before and after the event. Secret Cinema has expertly created an eco-system where the experience starts the minute you buy a ticket!
[JF] As technology evolves and innovation comes to the forefront of project development, the creative scope for new attraction development will expand exponentially. Not only will park concepts become more innovative, but the ways in which attendees interact with an attraction, from ticket purchase to merchandising, will continue to improve.
[NH] Fearlessly embracing new technologies to produce immersive experiences that we can’t yet imagine …
[DS] When attractions and live experiences shut down in 2020, it was hard to imagine how business would survive. Looking ahead, my main thought was ‘Will visitors want to come back to physical activations?’, understanding there were genuine fears of safety, cost, and overcrowding. But, my goodness, did they return!
The notion of spending money on making memories, experiential entertainment and family days out is a beautiful concept in our digital world. The pandemic could have killed it, but I’m delighted to see it thriving and growing as a unique culture.
Finally, what is your one piece of advice for any attraction operator or supplier considering an IP licensing partnership? (Apart from calling you!)
[NH] If it excites you – do it! If you feel passionate about the partnership your guests will too.
[DS] Think big! There are so many innovative creative teams across IP owners and in the attraction space. Everyone has fantastic ideas, and ways of bringing live experiences and character activations together. Get out there and make things happen.
[SV] Know why you want a brand and who you want to reach.
[JF] Do your research, always and never stop striving to create something unforgettable for consumers.
I’d like to thank our panel members for contributing and sharing their thoughts about licensing in the attractions sector. The conversation has brought out some consistent themes around leveraging expertise across all the teams involved in the partnerships. For instance, understanding your guests, putting customers at the heart of decision-making, and building a plan to consider both your own and your IP partners’ objectives.
It’s an exciting time to be involved in, or considering a licensing partnership. I for one, am excited to see them develop further over the coming years!
