Licensing International has formed a new strategic partnership with the International Association of Amusement Parks and Attractions (IAAPA) to help IP owners break into the location-based entertainment market. 

The orgs have announced that they will work together to create a set of educational resources about LBE—which refers to amusement parks, entertainment centers and any other immersive experience that audiences have to go to in person—that will be accessible to both of their memberships.

As part of this collab, they will also launch a series of cross-promotional webinars and workshops, highlighting industry leaders who are heavily active in the licensing and attraction fields. These resources should begin to roll out later this year, with more details on the way about upcoming events and initiatives. 

In its annual Global Licensing Industry Study, Licensing International highlighted that the market for LBE, attractions and promotional events grew by 5.5% last year, making it one of the top-performing licensed categories, along with video games (up 9.6%) and food & beverage products (up 5.6%). So the trade org’s president Maura Regan believes that now is the perfect time to equip emerging brand owners and attraction operators with the tools, insights and networking opportunities necessary to navigate this fast-changing marketplace.

The IAAPA was founded in 1918 and serves more than 6,000 facilities, suppliers and attraction owners in 100 countries. It also tracks the growth of several forms of themed attractions globally, ranging from amusement parks and family entertainment centers, to water parks, zoos and aquariums. 

The multibillion-dollar theme park industry has been heating up in recent years, with many kids brand owners partnering with developers to integrate into established parks and entertainment centers, or even creating their own attractions. Some notable moves include Disney announcing it will build its seventh theme park in Abu Dhabi, Epic Resort Destinations constructing two Mattel Adventure Parks, and Universal adding a Super Nintendo World-themed land to its Epic Universe park in Orlando, Florida.