As I also explore in our forthcoming global briefing of "Experiential Licensing: Consumer Fundamentals Falling into Place", Disney Shanghai Theme Park in China has been one the world's most anticipated attractions in recent years, which is also the new "Experiencing is everything" phenomenon fuelled by "The New Consumerism".
Today's consumers are redefining their values and priorities, leading to the birth of a new consumerism while time has become a luxury in our connected world. The experience trend is impacting across many areas from travel, theme parks and live shows to sports and music. Theme parks themselves have become an increasingly important component of many brand licensing strategies in recent years, as licensors search for new and innovative ways to leverage their property, enhance brand awareness and connect with fans and followers.
Theme Park Sales World and China: 2011-2020, RSP