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The only Way is IP! blooloopLIVE, May 1st: Branding and Attractions


We are delighted to announce details of the first session of blooloopLIVE, the new Blooloop conference for attractions industry professionals, run jointly with UKTI (United Kingdom Trade and Industry) to be held on May 1st in central London.

The opening session, “Branding and Attractions” brings together three executives whose companies are creating unique attractions based on hugely popular brands –KidZania, 20th Century Fox and Merlin Entertainments.

With four sessions, each aimed at educating delegates from right across the attractions industry, blooloopLIVE will tackle the key issues, trends and developments that will shape the sector over the next decade and beyond.

Starting the day, the branding session features Andrew Darrow,  Executive VP,  International Business Development at KidZania, Greg Lombardo, who heads up the Global Location Based Entertainment group at 20th Century FOX and Mark Fisher, Chief Development Officer, Merlin Entertainments.kidzania logo

andrew darrow kidzaniaKidZania has hosted more than 31 million children at its signature real-life, kid-sized city edutainment experiences and recently won the Mexican Franchise Association’s 2013 Best Franchise Abroad Award.  Andrew Darrow’s role is to direct growth strategy and lead its hugely successful global expansion. The recently opened KidZania Cairo is the fifteenth KidZania to date worldwide.   With more metropolises planned and a distinct brand identity to protect, Andrew will explain how the company ensures their attractions are built and operated to the agreed standard through a rigorous qualification programme and quality controls.

Greg Lombardo has over 20 year’s experience in the entertainment industry, and has huge expertise in bringing brands to Greg Lombardolife through engaging narrative experiences that forge powerful and lasting connections with audiences. At Fox, he is creating theme parks, attractions and live shows based on some of the world's greatest 20th century fox logomovie and television IP, including Ice Age, Rio, The Simpsons and Planet of the Apes.  Fox recently revealed plans for its first Fox theme park, Twentieth Century Fox World at Resorts World Genting in Malaysia. Greg will tell blooloopLIVE how to leverage IPs in order to create differentiated attractions that outperform generic competition.

Mark Fisher has seen Merlin Entertainments develop from a small company based around a few aquaria and mark fisher merlin entertainmentsdungeons to becoming the second biggest attraction operator in the World.  After another year of strong growth following last year’s floatation on the London Stock Exchange, Merlin recently announced a collaboration with DreamWorks Animation on the initial roll out of 6 new Shrek Themed Attractions.  Mark will look at how brands havemerlin entertainments logo been central to Merlin’s development and how the company ensures its brands are developed and operated in line with their customer’s expectations.

With 3 other sessions, each with a line up of inspiring experts, great networking and a unique evening event blooloopLIVE on May 1st in London is an unmissable addition to the attraction industry calendar.  Book your ticket now by contacting or by calling  +44 208 123 9777. Group discounts available and a TEA member discount too.

shrek by dreamworks animation

Images: Ice age concept art kind courtesy Twentieth Century Fox, Shrek kind courtesy Dreamworks Animation

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