WildBrain CPLG, a global licensing powerhouse renowned for elevating beloved brands, is making strategic strides in the dynamic realm of location-based entertainment (LBE). The company’s recent appointment of Evi Sari as Vice President, Global Location-Based Entertainment, alongside the addition of seasoned executive Danielle Tanton to spearhead the EMEA region, signals a bold expansion of WildBrain CPLG’s footprint in immersive brand experiences. These moves underscore not only the rising importance of LBE in brand engagement but also the company’s commitment to evolving franchise storytelling beyond traditional screens.
In this newly minted global role, Evi Sari steps up from her notable achievements in the Asia-Pacific market to helm an ambitious vision. “There’s real demand for brand experiences that become part of people’s lives – something they plan trips around, repeat with loved ones and share online,” Sari remarks, emphasizing the emotional and social resonance that quality LBE can foster. Under her leadership, WildBrain CPLG intends to weave immersive experiences that are “both true to franchises and tuned to local preferences,” blending global appeal with regional nuance to deepen fan connections worldwide.
Maarten Weck, EVP of Global Partnerships & Licensing, articulates the strategic significance of LBE: “Location-based entertainment is a powerful way to bring brands to life and deepen fan engagement. It continues to be an integral part of our 360-strategy across content creation, audience engagement and global licensing.” His insights highlight how LBE is not just a promotional tool but a core component of integrated brand ecosystems that fuse storytelling, retail, F&B, and experiential elements into immersive destination formats.
WildBrain CPLG’s LBE ventures stand out through inventive hybrid formats that marry themed environments with retail and food & beverage, enhancing brand presence in high-traffic urban settings. The Snoopy Place Café in Seoul’s upscale Shinsegae Gangnam, for instance, exemplifies how beloved IP can flourish by offering multi-sensory, social spaces that extend brand narratives beyond screens into real-world cultural hubs. This approach echoes a broader trend within immersive media to create participatory spaces that invite audiences to inhabit stories actively. Moreover, the company’s upcoming projects, including Peanuts Family Entertainment Centers and immersive retail experiences for Teletubbies and In the Night Garden, signal a robust investment in experiential scale and innovation.
The creative impact of WildBrain CPLG’s LBE strategy is particularly notable in how it harnesses heritage IPs and reimagines them for modern audiences through immersive artistry and experiential design. Touring exhibits like the Peanuts 75th anniversary art journey — debuting across major Asian cities — exemplify how curated, high-quality experiential content can generate fresh fan engagement while honoring the legacy and emotional resonance of iconic franchises. This blend of curatorial sophistication with mass appeal sets a precedent within the fulldome and immersive content sectors, which increasingly value hybrid experiences that combine artistic merit with broad accessibility.
Within the global fulldome and broader immersive media communities, WildBrain CPLG’s work is a compelling case study in expanding franchise storytelling beyond linear formats into fully embodied, participatory experiences. Their efforts align with a growing trend towards location-based media that leverages environmental design, interactive technologies, and multi-sensory engagement to redefine how audiences connect with narratives. By nurturing regional expertise—evidenced in the key roles of Sari and Tanton—the company not only accelerates its international growth but fosters cross-cultural exchange and customization pivotal to immersive media’s global evolution.
For planetarium operators, dome festivals, and touring immersive venues, the expansion of LBE by a leading licensing entity like WildBrain CPLG underscores an exciting pathway towards integrating established franchises with innovative, experiential formats. These developments underline immersive entertainment’s rising value as a driver for education, tourism, and fan culture worldwide—a synergy that supports and energizes the wider fulldome ecosystem. As WildBrain CPLG continues to curate and expand these captivating brand experiences, immersive media professionals can look forward to fresh collaborations and groundbreaking content that inspire deeper, sustained audience engagement on a global scale.
Originally reported by IPM News via www.inparkmagazine.com on 2025-08-12 17:35:00.
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