Companies including Hasbro to bring immersive offerings to Licensing Expo 2022

Published on: 20th April 2022

Along with Falcon’s Beyond, NAFTOS and Feld Entertainment, Hasbro will bring LBE immersive, IP-Based experiences to the show floor.

Licensing Expo returns to the Mandalay Bay Convention Center this May with a location-based experiences (LBE) theme which draws on consumers’ growing interest in immersive, IP-based experiences that bring their favourite characters and brands to life. Of the 200+ exhibitors confirmed to date, with more signing on daily, many brands are showcasing their foray into LBE at Licensing Expo in search of new licensees, manufacturers and retailer partners that will help bring their IP-based experiences to life.

Hasbro, Falcon’s Beyond, NAFTOS, and Feld Entertainment are among the brands that have revealed extensive LBE plans for the May event, transforming their booths into an IP-based destination that will capture attendees’ attention. From turning show attendees into NFTs and transporting guests into imagined worlds to a VR battle arena, this year’s event is gearing up to be highly interactive and trend-driven in order to provide a more seamless experience that facilitates new IP discovery.

“We landed on the theme of location-based experiences in order to strategically align with society’s transition from product-focused to experience-centric behaviors,” said Anna Knight, SVP of the Global Licensing Group, organiser of Licensing Expo. “More than ever before, people develop profoundly strong connections with the brands and content they engage with daily; LBE enables IP-owners to foster an even deeper connection that lays the groundwork for a loyal fanbase. We’re so excited to showcase the power and potential of LBE and be a catalyst for its adoption across the globe.”

At Hasbro’s Experience booth (#A143), the company will be previewing the Transformers: VR Battle Arena with Meta4 Interactive, which enables players to play as a Transformers robot in a VR world. Hasbro will also be showcasing inspiration from other LBE initiatives around the world with a sampling of mini experiences.

Matt Proulx, VP, Location Based Entertainment, Hasbro, added: “We’re excited to demo the Transformers: VR Battle Arena with our partners at Meta4 Interactive at our booth this year. We’ll also be giving visitors a chance to sample other activations around the world, taking inspiration from our Monopoly Life-sized in London, Transformers & My Little Pony-themed Hotel in Shanghai, not to mention what’s fueling Nerf. We hope everyone can stop by and have a glimpse into the potential of LBE.” A Hasbro, Inc booth will also be located at #A159.

Feld Entertainment (booth #A209) will have the Grave Digger Simulator Ride Experience, created in partnership with DOF Robotiks. This stand-alone attraction allows attendees to experience what it is like to take a ride in a Monster Jam truck. Jeff Bialosky, senior vice president Global Partnerships, Feld Entertainment, said: “As a 2022 Industry Award nominee, Monster Jam continues to engage and entertain tens of millions of fans around the world. The Monster Jam Grave Digger simulator will give those who are brave enough to ride it the true feeling of being behind the wheel of a 12,000-pound, 1500 HP Monster Jam truck.”

In addition to these immersive exhibitor experiences, visitors can visit the new Sports Bar and Toy Café to discover new products and be inspired by best-in-class examples from both categories. Confirmed participants for the Toy Cafe include: Hasbro, Inc., Mattel, Inc., MGA Entertainment, Spin Master, WildBrain CPLG, Jazwares and Brand Activation Consulting.

There are 200+ exhibiting brands now confirmed at Licensing Expo from  24th-26th May. Registered attendees now have access to the event’s online platform and can begin sifting through discoverable IP and setting up meetings both online and for the in-person event. There is still time to secure a pass here.


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