The Licensing Blog

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Merlin Entertainments to Open LEGOLAND Location in New York

Legoland_NYMerlin Entertainments is moving forward with plans to build a new LEGOLAND location in New York. The new location will open in 2020 in Goshen.

After more than a year of public meetings and hearings in addition to a thorough and transparent review process by officials, LEGOLAND New York has been granted conditional approval of its site plan by the Town of Goshen Planning Board, allowing it to officially move ahead with building the park. Read the rest of this entry »

Peanuts Worldwide, Cedar Fair Extend Peanuts Licensing Agreement

PeanutsPeanuts Worldwide, a subsidiary controlled by DHX Media Ltd., and Cedar Fair L.P. renewed the license agreement to feature the Peanuts characters—created by Charles M. Schulz—throughout Cedar Fair’s 11 amusement park locations. The new agreement extends Cedar Fair’s North American exclusive use of Peanuts in its attractions, entertainment and sports, food and beverage, lodging, and retail operations to 2025. An added five-year option, exercisable at Cedar Fair’s discretion, brings the potential contract extension to 2030.


Fright Dome at Circus Circus Launches a Five Nights at Freddy’s Attraction

Fright Dome Circus CircusFright Dome at Circus Circus partnered with Scottgames, known for the Five Nights at Freddy’s video game series. Beginning Friday, Sept. 30 Fright Dome will use the video game as a theme across The Adventuredome theme park at Circus Circus. It will feature haunted houses, scare zones, rides, and more.

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COMMENTARY: It’s All About the Experience

A main goal in a brand’s licensing program is the idea of connecting consumers to that brand. It is about fully integrating the brand into their lifestyle. How do we get the consumer to be fully immersed in a brand experience when they buy these action figures, bedspreads, food and beverage products, T-shirts, etc.? One of the best ways to do this is through live events and experiences, such as live touring arena shows and amusement park worlds. Three very popular character and entertainment brands have successfully integrated these live, in-person experiences into their licensing programs, establishing a greater connection between their cult fans and the characters those fans love.

Harry Potter

hpWizarding World of Harry Potter at Universal Studios allows us Muggles to fully experience the world of J.K. Rowling’s literary (and cinematic) phenomenon, Harry Potter. If you’re looking for proof that Harry Potter fans are a dedicated and loyal group, you only need to look as far as the recent announcement of the expansion of this magical pocket of Universal Studios. The Wizarding World of Harry Potter, which let fans travel to Hogwarts or Hogsmeade for a mug of refreshing butterbeer, will expand to include Diagon Alley, complete with shops galore and Gringotts Bank. Fans will soon be able to see the Hogwarts Express as well, bringing multiple familiar magical sites to life.

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