IP integration

Las Vegas, Friday, 19 September 2025.
Universal’s Las Vegas red carpet launch on Friday introduced Horror Unleashed, a year‑round horror platform built to monetise IP beyond Halloween through curated mazes, themed areas, live entertainment and F&B activations. For retail and F&B planners this signals a strategic shift: horror becomes an evergreen revenue stream tied to Universal Monsters, Blumhouse and franchise properties, tested in a non‑park, destination‑entertainment setting. The rollout spotlights celebrity‑led PR, cross‑platform licensing potential, repeatable merchandising assortments, and operational impacts for staffing, crowd flow and safety when venues are sustainedly programmed for scare content. Operators should reassess merchandising windows, SKU depth, pricing cadence and themed F&B concepts to capture incremental spend outside traditional seasonal peaks. Replication at resorts and parks could alter calendar planning and inventory strategies. Immediate takeaway: Las Vegas serves as a lab for scaling evergreen IP commerce—prepare merchandising, supply and labour plans for a longer horror season rather than an October spike.

Paris, Wednesday, 3 September 2025.
Disneyland Paris reopened its flagship as Disney Hotel New York - The Art of Marvel, a Manhattan‑styled property located a 10‑minute walk from the parks that integrates more than 350 original Marvel artworks—an immediate guest magnet and merchandising asset. For retail and hospitality professionals this relaunch signals a deliberate move toward premium IP‑led accommodation to drive average daily rate upside, longer stays and higher per‑capita spend through branded retail, experiential F&B and targeted group/MICE offers. Operational priorities are clear: optimise in‑resort cross‑sell, refresh event and dining spaces for commercial yield, and design retail merchandising that leverages high‑density art displays while managing IP licensing and conservation costs. The project exemplifies a wider sector trend of embedding deep franchise content into hotel product life cycles to accelerate refreshes and differentiate offerings. Expect short‑term demand bumps and longer‑term maintenance and revenue‑management challenges that require coordinated pricing, licensing and guest‑experience strategies—insights useful for any operator planning IP partnerships.