By Ute Stauss, Germany Managing Director for Licensing International

In the years since the pandemic, one trend has surged across global consumer markets—the craving for meaningful in-person experiences. People are stepping away from material accumulation and leaning into moments that offer joy, connection, and storytelling. This shift marks the rise of a new paradigm where doing has overtaken owning—the Experience Economy.

And for brand owners, especially those with powerful IPs, this change offers more than a cultural insight. It opens up a universe of licensing opportunities in the fast-growing world of Location-Based Entertainment (LBE).

From Products to Immersion

Good products alone no longer satisfy the expectations of today’s consumers. Non-material sectors—including entertainment, travel, festivals, and themed attractions—are booming, with people more focused than ever on living in the moment. In fact, LBE is showing strong above-market global growth since the pandemic, outpacing most of the other sectors. In 2023 revenue for the location-based entertainment/themed attractions sector grew 13.5%. In 2024, the sector increased 5.5%.

New technologies like VR, AR, and mixed reality are supercharging the “wow factor” and popularity of these immersive experiences, making brand experiences more engaging, shareable, and, Instagrammable. For IP owners, this offers a powerful opportunity to extend their brand’s world beyond the screen or shelf and into the real world where fans can touch, see, share, and feel what the brand represents.

And when they do, consumers often want to take a piece of that experience home. From exclusive merch to themed food, the appetite for licensed goods tied to experiences is growing.

Germany’s Experience Boom

In Germany, the LBE trend is playing out across multiple sectors. Theme parks are enjoying a true renaissance, with more than 100 facilities across the country. That includes 20–30 major parks, such as the leading destinations like Europa-Park, Phantasialand, and Heide Park, as well as dozens of smaller or seasonal attractions.

Recent developments include the opening of Peppa Pig Park in Bavaria and expansions at Legoland and Europa-Park, the latter of which is also crossing over into film this summer with its first theatrical release featuring park-based characters. Overall, the German theme park sector is estimated to have reached a record-breaking €1.5 billion in sales revenue in 2024.

Concerts Reimagined

The demand for experiences is not limited to family entertainment. Music events, too, are becoming immersive brand showcases. Last summer, the city of Munich transformed into a hub of experiential entertainment with major concerts from Taylor Swift, Coldplay, and Adele.

For Adele‘s 10-night residency, the world‘s largest pop-up arena with capacity for 75,000 people was built. Additionally, Adele World was launched. The themed area surrounding the venue featured immersive brand experiences, including rides, karaoke stages, and unique dining concepts like the Adele Spritz Lounge. Haribo even created limited-edition Adele-themed gummy bears—a perfect example of brand licensing tied to live experience. Fans didn’t just attend a concert—they entered a world.

Art That Surrounds You

Another rapidly growing category in Germany is immersive exhibitions. These high-tech shows invite visitors to step inside the worlds of artists like Frida Kahlo, Van Gogh, Monet, or Hundertwasser through large-scale projections, soundscapes, and interactive installations. They combine art, education, and entertainment—and make art IP more accessible and dynamic than ever.

A recent standout is The Legend of the Titanic, a new exhibition in Munich that uses immersive storytelling to recreate the experience of being aboard the ill-fated ship. It is a powerful example of how historical narratives can be brought to life with digital tools in immersive ways.

A Moment of Opportunity

These are only a few examples that show the opportunities in the growing universe of location-based entertainment—a vibrant, fast-evolving category where technology and storytelling meet.

In the Experience Economy, the strongest brands won’t just sell—they’ll stage, surprise, and stick with people long after the moment ends.