This ad will be closed automatically in X seconds.

Hasbro and The Path Entertainment Group to give Monopoly Lifesized keynote at BLE 2023

Brand Licensing Europe has unveiled its first LBE (location-based experiences) themed keynote session for 2023.

Hasbro’s vice president of LBE, Matt Proulx, and David Hutchinson, ceo at The Path Entertainment Group, will take to the stage from 12:30-13:15 on Wednesday 4 October to co-present Passing GO: Bringing the world’s #1 board game to life.

They will be talking about the immersive, 4D physical version of the favourite family game brand, played in a 15m x 15m Monopoly board. It opened in London in August 2021 and has since welcomed over 150,000 visitors.

Matt and David will jointly explore the creative pursuit and problem-solving that was required to turn Monopoly Lifesized into one of the most talked-about activations on the experience market today.

“The LBE industry is booming in London, and I’m thrilled BLE has focused on this growing industry for this year’s content programme,” said David Hutchinson, ceo at The Path Entertainment Group. “I’m really excited to be able to share our journey with one of the world’s most iconic board games, alongside our partner Matt Proulx at Hasbro and explore the journey of creating a new LBE concept.”

Matt Proulx, vp of LBE at Hasbro, continued: “At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play, and there may be no better business that exemplifies this than LBE. In working with valued partners who are experts in the experiential space, like The Path Entertainment Group, we can invite our fans to truly step into the worlds of their favourite brands and characters.”

BLE event director Ella Haynes added: “It’s an absolute honour to welcome Matt and David to the BLE keynote stage and present the first of our two LBE-themed keynotes. We visited Monopoly Lifesized as a team when it first opened, so we know first-hand just how brilliant it is – we loved every second – so I can’t wait to hear what happened behind-the-scenes to make this experience a reality.

“I have no doubt this session will be incredibly busy, so I’d advise everyone looking for LBE tips and trends to register now and arrive at the theatre early.”

Brand Licensing Europe takes place from 4-6 October 2023 at London’s ExCeL. Visitor registration is now open. Simply click here for further details.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Supported by The Point.1888, the programme will deliver a range of products that aim to capture the spirit and energy of Team GB and help increase the brand’s presence in different categories and retail channels....
The winners of the 20th BAFTA Games Awards were announced on Thursday 11 April in a ceremony hosted by Phil Wang at the Queen Elizabeth Hall in London....
Fans across the globe will have the choice of three limited edition Pringles-inspired designs in fan favourite Crocs styles, an array of Pringles-themed Jibbitz charms and a new Pringles flavour inspired by the partnership, Croc-Tail Party....
With a promise that the licensing programme will 'extend the allure of the majestic estate' to connoisseurs far and wide, an array of merchandise is being planned....
Under the new agreement, Revlon's Curve for Men will become an Official Partner of UFC in the fragrance category - marking the first time UFC has offered the category to a marketing partner....
Taking place on Thursday 25 April, some 450 industry executives will head to the Royal Lancaster London for an afternoon of celebration....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.