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.”