The Art and Science of IPs in Themed Attractions

Join Katapult's Insights Director Robbie Jones, Co-Founder Phil Higgins, and Aardman's Head of Attractions & Live Entertainment, Ngaio Harding-Hill, as they discuss the transition of digital content into fully-fledged physical experiences within theme parks.

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The Dual Nature of IP Success

Ngaio Harding-Hill emphasized the dual nature of IP success in themed attractions. She described it as both an art and a science. The discussion touched on Aardman's recent partnerships with LEGO and Pokémon. These collaborations showcase the studio's ability to blend creativity with strategic partnerships.

The success of the Wallace and Gromit film, "Vengeance Most Fowl," was noted as a catalyst for increased global interest in Aardman's brands. This film has opened new doors for the company and its characters.

Upcoming Projects and Global Reach

The conversation also highlighted the upcoming Shaun the Sheep film, set for release in 2026. Strategic partnerships will support its global reach. Ngaio discussed the importance of non-dialogue elements in Shaun the Sheep. These elements make it universally appealing and licensable.

The brand's expansion into new markets was also explored. For instance, the Lunar New Year of the Sheep in 2027 presents a unique opportunity for engagement.

The Role of Attractions in Sustaining IPs

Attractions play a vital role in sustaining interest in IPs. This is especially true during periods between content releases. Ngaio explained how attractions serve as gateways for brand engagement. They offer unique experiences that keep audiences connected.

Authentic Narratives in Attractions

The discussion also touched on the significance of creating authentic narratives for attractions. This can be seen in Aardman's collaborations with Skånes Djurpark in Sweden and Paradise Country in Australia. These partnerships help to create immersive experiences that resonate with visitors.

Insights from IAAPA Asia

Phil Higgins shared insights from IAAPA Asia. He noted the industry's growth and the increasing expectations of guests and operators. The conversation highlighted the trend of "slow tourism" in China. This trend is driven by government policies encouraging quality leisure experiences.

This shift presents opportunities for IP owners. They can align with regional cultural projects and engage with audiences in meaningful ways.

The Importance of Partnerships and Storytelling

The podcast underscored the importance of strong partnerships and authentic storytelling. These elements are crucial for the success of IPs in themed attractions. As the industry continues to evolve, the ability to adapt and innovate will be key. This will help maintain audience engagement and expand the reach of beloved brands like Shaun the Sheep and Wallace and Gromit.

World of Aardman

The podcast also featured the project collaboration to create the World of Aardman. This is a hands-on, fun visitor attraction concept. It aims to empower creative talent in every guest. The concept is suitable for pre-existing retail mall units and indoor destinations.

The BAFTA award-winning studio's most popular characters, including Shaun the Sheep, will be experienced by guests in this 1,000 sq.m+ attraction. It is capable of achieving 250,000 visitors per year.