The Keys to Location-Based Experiences – Insights from Brand Licensing Europe

By Melissa Oviedo, CEO, Themed Entertainment Association (TEA)

This week at Brand Licensing Europe, I had the privilege of joining a powerhouse panel alongside:

• Veronica Hart, Chief Growth Officer at RWS Global
• Maarten Weck, EVP of Global Partnerships and Licensing at WildBrain CPLG
• Moderated by Maura Regan, President of Licensing International

Together, we explored “The Keys to Location-Based Experiences”– an insightful discussion on how brands can bring their stories to life through immersive environments that engage audiences in ways no product alone can.

The Intersection of Themed Entertainment & Brand Licensing

Themed entertainment and brand licensing have never been more interconnected. From global attractions to pop-up experiences and interactive retail, audiences today crave connection, and that connection is increasingly built through experience-first storytelling.

Our panelists brought their unique expertise to the table, offering valuable insights for anyone looking to succeed in the Location-Based Entertainment (LBE) sector.

Key Takeaways from the Panel
 

From Veronica Hart (RWS Global)

Veronica reminded us that LBE isn’t limited to entertainment IPs. Any brand, from corporate and sports to food and beverage, can use immersive experiences to deepen emotional resonance with audiences.

The key is understanding your brand DNA and finding the right experiential form that makes it come alive.

From Melissa Oviedo (Themed Entertainment Association)

I shared that not every brand belongs in every format. A blockbuster film may thrive as a theme park land, while a heritage brand might shine in a boutique, story-driven exhibition.

Success depends on identifying the right scale, tone, and delivery that align with both the IP and the intended audience, while understanding the local cultures and regions you’re in.

The most successful experiences are born from alignment, where creative, operational, and emotional intent meet.

From Maarten Weck (WildBrain CPLG)

Maarten emphasized the importance of finding the right partners, those who can navigate the nuances of the LBE market and translate your brand into physical space.

For IP owners accustomed to consumer products, this is a new world that requires fresh thinking. From practical details to authentic guest engagement,

Trusted partnerships are what transform a vision into an experience guests will never forget.

Behind-the-Scenes at the Paddington Bear Experience

Following the panel, TEA was proud to host our Behind the Scenes Mixer at the Paddington Bear Experience in London.

Attendees explored one of the city’s most heartwarming immersive attractions while networking with industry peers.
A heartfelt thank you to our sponsors for making this special evening possible, your support fuels the creativity and community that drive our industry forward.

Sponsors: STUDIOCANAL KIDS & FAMILY, The Path Entertainment Group, and LIONSGATE

Looking Ahead

The energy, innovation, and cross-industry collaboration we saw at BLE this year reinforced one clear truth:

The future of brand engagement is experiential.

As we look toward 2026 and beyond, it’s not just about where fans see your brand – it’s about how they feel it.