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Successful Brand Licensing: Give Your IP a Story for LBE Launch
- Katapult Team
- Oct 9
- 3 min read
In the booming world of location-based entertainment (LBE), the opportunities for successful brand licensing have never been greater. For IP holders, transforming a beloved digital or media universe into a physical, ticketed attraction is a powerful way to deepen fan engagement and create new revenue streams.
However, the path to a successful launch is littered with a common, costly mistake: assuming that the brand alone is enough.
Simply placing characters in a themed environment—a 'paint and posters' approach—might generate initial curiosity, but it rarely creates the lasting emotional connection that drives loyalty and repeat visits.
65% of industry peers believe that attractions need to do more to uphold brand guardianship. - Katapult
Fans and new audiences alike don't just want to see their favourite world; they want to step inside it, play a role, and live a new story within it. True success in the LBE space isn't just about brand presence, it's about narrative purpose.
Without a compelling story, an attraction is just a collection of assets. With one, it becomes an unforgettable experience.
From IP to Experience: The Power of a Unique Narrative
The most successful LBE activations understand that a strong, unique narrative is the foundation of the entire guest experience. This isn't about simply retelling the plot of a film or game. It’s about creating a new, exclusive chapter that can only be experienced at the attraction.
This story-first approach provides a cohesive thread that weaves through every element of the design, from the queue line and retail experience to the main attraction and F&B offering.
"Attractions are vital to IPs as gateway opportunities for brands, sustaining interest and even growing brand awareness in periods between content releases." - Ngaio Harding-Hill, Head of Attractions & Live Experiences at Aardman Animations
This narrative framework transforms a passive viewing into an active adventure, creating the powerful, shareable memories that are essential for commercial success. For IP owners, this makes the brand licensing proposition infinitely more valuable. You’re not just offering a logo; you’re offering a fully-realised, unique experience that adds to the lore of your IP and gives you a reason to invest time in developing a unique backstory.
De-Risking Your Launch with the Investor Pack
Taking a powerful IP and a great story idea from concept to reality can feel daunting. How do you convince investors, stakeholders, and potential operators that your vision is not just creatively exciting, but commercially viable? This is where many promising LBE projects stall, despite attractions being a vital gateway for sustaining interest and growing brand awareness between content releases.
"We're trusted because we are ultimately an extension of the IP's team and we fully immerse ourselves." - Phil Higgins, Co-Founder & Chief Creative Officer at Katapult
At Katapult, we bridge this gap with the creation of a bespoke "Investor Pack". This is the essential tool for IP owners looking to activate projects with clarity and confidence. The investor pack is a comprehensive roadmap for growth that provides the market data, commercial clarity, and compelling vision needed to gain stakeholder support. Crucially, we bring the story to life through concept visuals and a detailed layout of the experience too.
This pack is your strategic blueprint. It doesn't just present an idea; it presents a de-risked business opportunity. By outlining the guest journey, the operational flow, and rudimentary financial projections, it answers the tough questions before they’re even asked. This helps you to best sell your unique experience concept, making it realistic for operators to understand what they're getting. This dramatically accelerates the brand licensing process and positions you as a professional and prepared partner.
If you’re ready to unlock the full potential of your IP, it’s time to think beyond simple theming. Let’s build a world, tell a new story, and create a powerful investor pack that turns your vision into a must-see destination.
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