IP Archives

IP

IP, or intellectual property, refers to creative works such as designs, artworks, music, literature, inventions or names.

As these works have a commercial value, their use is controlled. The use of intellectual property is protected by legislation such as patents, trademarks or copyrights, and permission to use such works can be granted by license. IP law is complex and varies between countries and regions. As such, specialist brokers work to arrange licensing agreements which enable intellectual properties to be used in new and innovative ways.

IPs are increasingly being used at visitor attractions, which can have a huge appeal for visitors who are loyal to their favourite brands or characters.

Consultant Graham Speak told blooloop: “Whilst IP licensing is a mega-trend in attractions and LBE, it isn’t the only solution for every challenge or opportunity. But, providing you have clear objectives and build a strong partnership with the right IP holder, it can deliver stunning, sustainable outcomes.”

Movies, like the Harry Potter series, have served as inspiration for a number of well-known IP initiatives at tourist destinations. This could be a seasonal event, like the illuminated night trail at Arley Hall and Gardens in the UK based on the fantastic beasts of Harry Potter’s world, or the much anticipated Warner Bros. Studio Tour Tokyo – The Making of Harry Potter, a permanent attraction that debuted in Japan in 2023.

Game IPs, such as Angry Birds and Minecraft, have also been used prolifically at visitor attractions. Angry Birds can be found in theatrical productions, VR experiences and a themed café.

However, it’s not just entertainment IPs that are deployed at visitor attractions. Confectionery brand Hershey, for example, has leveraged its IP at the Hersheypark attraction, as well as themed resorts and LBE experiences. Whereas children’s art supplier Crayola has used its beloved IP to create a series of FECs and interactive experiences.