New exhibitors deliver on Licensing Expo’s location-based entertainment theme

Licensing Expo (24-26 May) has revealed a growing roster of exhibitors delivering IP-based experiences on the show floor.

In response to the 2022 edition’s location-based entertainment theme, BuzzFeed, Crayola, LAI Games and Cronus Global are among the latest brands to unveil details of their LBE activation that will transform their booths into an IP-based destination to bring stories and characters to life.

The theme will be represented through a combination of Licensing Expo and exhibitor-led activations throughout the show floor, plus forward-looking educational content.

“For more than 40 years, Licensing Expo has been the industry’s premier platform for brands to showcase their portfolio of IPs, from iconic to emergent products and content, to secure new licensees, manufacturers and retailer partners that will excite and engage consumers,” commented Anna Knight, svp of the Global Licensing Group. “LBE as this year’s theme reflects the times and puts attendees in consumers’ shoes, helping them visualise what the end result could look like tangibly.”

Buzzfeed will be bringing its portfolio of brands to the show, and visitors should be prepared for things to get spicy as it is promising to turn up the heat with a few lucky attendees having the chance to take on the Hot Ones Challenge.

Meanwhile, Crayola will be revealing details about the licensing of Crayola Experiences in front of a special Crayola mural, while LAI Games is using the show to launch a new version of Virtual Rabbids: The Big Ride.

BigFoot 4×4 will be debuting BigFoot Crush, a full size arcade game by Unis Technology, while Cronus Global will be holding a Wicked Tuna ‘Cocktails & Competition’ at its booth on 25 May, complete with a bartender serving cocktails and appetisers.

The new activations will join the likes of Hasbro’s Transformers VR Arena, Monopoly Life-sized and Top Hat restaurant and bar, the My Little Pony & Transformers x Marriott Autograph Hotel Collection and Nerf Challenge, plus Feld Entertainment’s Monster Truck Simulator Experience and Falcon’s Beyond immersive experience and tour of Licensing’s X-Lab.

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