IP stories

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. 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 be very appealing to visitors who are loyal to their favourite brands or characters. 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 prolifically used at visitor attractions. Angry Birds can be found in theatrical productions, VR experiences, and a themed café. However, entertainment IPs are not the only ones deployed at visitor attractions. Confectionery brand Hershey, for example, has leveraged its IP at the Hersheypark attraction, themed resorts, and LBE experiences. Meanwhile, children’s art supplier Crayola has used its beloved IP to create a series of FECs and interactive experiences.