Themed Entertainment
www.parkworld-online.com
tiny target market A very
IP development is an overwhelmingly effective way for operators to both drive new visitor numbers and maintain existing visitor engagement. The pre-school market is no different, as DHX Brands has shown through its successful development of popular children’s IPs for live events, character meet-and-greets and immersive environments within parks
D
anielle Tanton at DHX brands (the brand management arm of leading children’s content company DHX Media) talks Park World through
the company’s work around hugely popular children’s IPs Teletubbies, Twirlywoos and In the Night Garden (ITNG), among others.
Bringing the magic to life “Everything, from the moment you step through the gate, should be magical – for the parents as much as for the child,” Danielle maintains. “Themed entertainment should be a fully immersive experience that makes children feel as if they have entered into their favourite character’s world. That is incredibly important to us, whether it’s a theatre show, a character appearance, a themed attraction, hotel or café.” Along with design and build partner Paragon Creative,
DHX Brands has produced indoor themed attraction concepts around Teletubbies, Twirlywoos and ITNG. “The designs can be standalone by brand or grouped together, and they are already priced so it’s a simple solution to anyone looking for a brand to put into their attraction,” says Danielle. “There has never been a Teletubbies attraction nor is there one for Peanuts across EMEA, so this presents a host of really exciting and signifi cant opportunities for future development.” DHX Brands continuously monitors market trends and new
innovations for the age group targetted by its brands. “We believe simple experiences that can be enjoyed as a family are most important. For example, we created an ITNG augmented reality app with game specialists Gamar, which provided an enhanced experience allowing children the chance to meet the characters at the In the Night Garden trails which ran at the RHS Wisley gardens last summer.”
A history of success In 2013, DHX Brands inherited ITNG Live through its acquisition of the Ragdoll portfolio. It has since built the event into a huge success, as well as working with Alton Towers on the launch of the ITNG ride, and on the ITNG themed, toddler-friendly hotel rooms in the new CBeebies Hotel.
“The rooms provide a premium experience, and activities such as the hotel meet and greet with Igglepiggle and Upsy Daisy have proved a big hit with youngsters,” reveals Danielle. “Extending brands beyond the screen and giving our audiences the opportunity to immerse themselves into their favourite world was a natural next step after developing new content with Teletubbies and building our consumer products programme. It’s like if you’re a fan of a band – you buy the album, but you want to see them live to really experience that music. It’s the same for children’s TV shows.”
The expansion continues DHX partnered with Millennium Entertainment International last year, licensing non-ticketed events rights for Middle East and South East Asia on Teletubbies, ITNG and Twirlywoos. “This will help us strengthen our brands in those markets through broadcast and consumer products,” explains Danielle. “We are particularly excited by these markets as live entertainment is huge part of the family leisure industry.” Elsewhere, 2018 is looking lively for legions of tiny fans:
In the Night Garden Live will enter its ninth consecutive year serving its millionth customer, and Teletubbies Live will continue its national UK tour after the success of its premiere in Manchester last November. What’s more, in addition to several projects that DHX plans to announce later in 2018, Twirlywoos Live has been confi rmed and a new 20-minute show for Teletubbies is going to UK holiday resort chain Butlins. Working with brands like these, beloved by children and
parents alike, allows operators of theme parks, FECs, hotels and resorts alike to give families a unique and captivating opportunity: to immerse themselves in the magical worlds of their favourite characters.
JANUARY 2018 57
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74
