Cookie Monster Cafe (Haven Global)
Om nom nom nom! Melbourne, Australia welcomed the first-ever Cookie Monster Café, a limited edition pop-up eatery that’s a joyful tribute to Cookie Monster’s iconic love of cookies. Fans of all ages can dig into a delicious lineup of treats or grab a licensed plush or custom merch to go. Opening day drew enthusiastic crowds of all ages, with queues of excited fans eager to enjoy cookies, smiles, and plenty of giggles. In addition to its sweet treats, the café offers exclusive merchandise, including apparel and plush collectibles. A second location has opened in Australia, with multiple locations planned to pop up across the country.
The FRIENDS Experience Las Vegas
The FRIENDS Experience Vegas stood out this year by bringing a beloved sitcom to life in an immersive, distinctly Las Vegas way. More than a walkthrough, the experience invited fans to play, take photos, and feel truly inside the show. Standout design ranged from the building’s exterior to a bold MGM lobby lion takeover that extended the experience onto the Strip. Concierge night and an influencer party helped build buzz and attract new audiences. In 2025, The FRIENDS Experience expanded to five new locations worldwide, with more openings planned for 2026, bringing the total footprint to 33 locations. Guests from over 127 countries traveled 123.3 million miles to visit, and related social content generated 1,036,373 in reach overall.
How Do You Do, Snoopy? 75 Years: A Journey of Friendship Through Art (WildBrain CPLG)
This large-scale touring art exhibition, developed by Blue Dragon Art and Peanuts Worldwide, reinterprets the Peanuts universe through contemporary art and cultural perspectives. Designed as a purpose-built experience, the exhibition engages new audiences and long-time fans across Asia through immersive storytelling and curated spatial design. Its art-led approach to licensed entertainment positions Peanuts beyond traditional character display and turns it into a cultural, museum-quality experience. Developed with more than 30 artists across Asia, Europe, and the Americas, the exhibition has showcased over 1,700 artworks across Taipei, Bangkok, and Shenzhen, with rotating and site-specific installations. The exhibition welcomed over 60,000 visitors within six months, with additional markets now underway.
Netflix House
In 2025, Netflix took its first step into location-based experiences with the launch of Netflix House in Philadelphia and Dallas. At more than 100,000 sq. feet, Netflix House is a first of its kind, permanent yet ever-changing entertainment destination where fans can interact with their favorite Netflix stories beyond the screen. Netflix House is free to explore and features complimentary and paid games and experiences, a restaurant, a shop with exclusive merchandise, photo opps and more, all under one roof. Netflix opened both locations within 30 days of each other with VIP Housewarming Parties celebrating each location with local dignitaries and tastemakers, along with Netflix family talent, press, and influencers. Netflix House was featured in more than 1,200 stories around the U.S. and the world. To quote Fast Company: “Netflix House is Disneyland for the rest of us.”
Red Bull Tetris World Final
Red Bull’s boundary-pushing vision combined with the timeless cultural power of Tetris, resulting in a landmark achievement in live entertainment. The Red Bull Tetris World Final transformed a global gaming phenomenon into a historic experiential event, culminating a six-month competition spanning 60 countries. Hosted at the iconic Dubai Frame before more than 2,000 spectators, the event unveiled the world’s largest playable game of Tetris, with over 2,000 synchronized drones rendering real-time gameplay in the 150-meter-tall structure. Finalists from Türkiye and Peru competed live, with Türkiye crowned world champion. A live orchestra and producer delivered a dynamic performance of the iconic Tetris theme, while base jumpers launched the event with a high-impact opening sequence. By fusing elite competition, cutting-edge technology, and the two brands, Red Bull Tetris redefined the potential of live branded experiences.
The Wizard of Oz at Sphere
The Wizard of Oz at Sphere is an entirely new experience created with profound reverence for the heart, characters, and timeless magic of the original movie. Guests don’t simply watch The Wizard of Oz; they step inside it. From a stunning 16K resolution screen to immersive 4D effects and newly recorded soundtrack, every detail draws audiences deeper in. They feel like they’re walking the Yellow Brick Road right alongside Dorothy, spinning through the twister, and living the story they’ve cherished for generations. The experience transforms the original film into a fully realized world: alive, breathtaking, and unforgettable. Sphere turned a beloved movie into a world you can step into, reminding us why this journey still matters—and always will.
