Reading · The Experience Report

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Plus: Taco Bell weddings, Pokémon airports, and Lamborghini's surprising new market.

Miraculous Experience Paris | Superhero Training — Image: Miraculous Experience Paris

Hi friends,

For years, brands have shown up in physical spaces to promote products.

Pop-ups. Samples. Launch events. Moments built to drive buzz and short-term sales.

That model isn’t going away.

But what’s gaining serious steam: Experiential IP.

More brands and IP holders are looking beyond sales targets and campaign agendas. They’re investing in experiences that simply let audiences connect with the stories, characters, and worlds they love.

From Pokémon to Squid Game, when the goal shifts from promotion to immersion, the focus moves from immediate conversion to long-term affinity. From campaign metrics to community building.

And it’s not just big brands leaning in. Players of all sizes are recognizing the promise of experiential IP. Smaller footprints. Touring formats. Temporary takeovers. It adds up to a model that’s more efficient for brands and more personal for audiences.

In other words, it’s a win-win.

In this week’s issue, I’ve gathered stories pointing to how widespread this has become. Should every brand be considering this approach?

I sure think so.

- Eric

Have an IP-based event, activation, or attraction in the works?
Grab a time on my calendar and let’s talk strategy.

Not all experiential agencies are built the same. If you’re planning an IP-based experience, heed this advice from our Chief Creative Officer, Chris Wilson. Here, he breaks down the core difference between traditional creative agencies and full-service experiential agencies. The short version: Great ideas are the easy part. The hard part is bringing them to life once budget, schedule, and production realities enter the conversation.

Keona Philemy takes a photo of her daughter Elleona Philemy, 10, in one of the many selfie areas (this one lets you to be your own Barbie in a toy box), at the Malibu Barbie Cafe pop-up. — Image: Tyler Pasciak LaRiviere/Sun-Time

For Big IP, Smaller is Better

Minecraft is touring the world. Barbie is taking over cafés. Taco Bell is hosting weddings. These aren’t destination attractions, they’re part of the new playbook that brings the brand to the people in intimate settings. IP owners are bullish on smaller, flexible experiences that travel to meet audiences where they are. It’s how forward-thinking properties are creating more accessible and meaningful engagement.

ToyBook →

Welcome to Pokémon Airport

Japan is turning Miyako Airport into a full Pokémon environment, from wayfinding to boarding areas to retail. IP doesn’t need a theme park anymore. Any space with foot traffic can become an experience if the brand recognition, fan base, and execution are strong enough. Expect to see more of this in places you least expect.

TrendHunter →

It’s Official: Experiences are Driving Licensing

Don’t take my word for it. Licensing Expo 2026 was buzzing with proof that IRL experiences are powering the industry’s growth. From retail to attractions to hospitality, brands are moving beyond products into physical environments. Because consumers don’t just want to buy into IP, they want to live it.

InPark Magazine →

No photo description available. — Image: Kat Kendon, Netflix Attractions, LLC

Netflix Goes All-In on Experiential

Netflix isn’t experimenting anymore. The goal? A Netflix House in every major city around the world. What started with touring experiences and one-off activations for shows like Stranger Things, Squid Game, and Bridgerton is becoming a global footprint. When a streaming platform starts thinking like a location-based operator, it says a lot about where experiential IP is heading.

InPark Magazine →

DreamHack is one of the largest gatherings on the planet for gamers and esports enthusiasts, so it’s no surprise that tech brands are vying for their attention throughout the event. The real story here is the arrival of brands in other categories. Lamborghini, US Navy, Zenni eyewear… The secret they’ve discovered? Experiential engagement is how to connect with gen z and gen alpha audiences that are hard to reach through traditional channels.