Madrid, Tuesday, 14 October 2025.
Paramount has accelerated a global licensing push, striking strategic themed-experience deals with Parques Reunidos and Merlin Entertainments that signal a shift from owning assets to monetizing IP. Earlier this year Parques Reunidos confirmed a long-term Paramount partnership while selling its U.S. Palace Entertainment arm to Herschend to redeploy capital toward licensed projects; Merlin is developing the UK’s first PAW Patrol land and expanding Peppa Pig and other Paramount-driven offerings into U.S. footprints. The most intriguing fact: operators are intentionally recycling physical assets to fund rapid IP rollouts, turning studio brands into a scalable, lower-capital route to family visitation gains. For retail and onsite commerce teams this means tighter alignment between master-planning, themed retail assortments, price architecture and capacity-led merchandising—plus new license-fee economics, sustainability and accessibility obligations that will affect lifetime cost models and per-capita revenue forecasts.