In an innovative move blending entertainment with retail, Falcon’s Beyond Global Inc. has inked a licensing agreement with The Hershey Company to develop Hershey-branded Location Based Entertainment (LBE) experiences. This partnership is set to bring to life the confectionery giant’s beloved brands, such as Hershey’s, Reese’s, Jolly Rancher, and Twizzlers, through immersive “retailtainment” venues both in the United States and internationally.
The concept of “retailtainment” is an emerging trend that melds retail with entertainment, offering visitors a dynamic way to engage with their favourite brands. Hershey’s foray into this realm, with Falcon’s Beyond at the helm, promises to revolutionise the consumer experience. The venues will provide an array of attractions, each inspired by Hershey’s iconic treats, complemented by food and beverage experiences to savour delicious bites, and unique retail opportunities to shop for exclusive branded products.
Cecil D. Magpuri, CEO of Falcon’s Beyond Global Inc., expressed excitement over the collaboration, envisioning the project as a way to make Hershey’s brands more palpable to a global audience through memorable and engaging entertainment experiences. Meanwhile, Ernie Savo, President of The Hershey Licensing Company, sees the partnership as an opportunity to extend the reach of Hershey’s family of brands in imaginative ways that resonate with consumers worldwide.
Falcon’s Beyond, recently becoming a publicly traded entity, has been building momentum with various initiatives across its business units: Falcon’s Creative Group, Falcon’s Beyond Destinations, and Falcon’s Beyond Brands. The company is developing several high-profile projects globally, including the first Vquarium location-based entertainment experience in China and the Qiddiya Water Theme Park in Saudi Arabia.
The Hershey Company, with its long-standing reputation for quality and commitment to sustainable operations, is poised to add another dimension to its brand through this venture. As the details of the debut location and experiences are awaited, the anticipation builds for what is set to be a transformative venture in the world of consumer engagement.
This collaboration reflects a strategic vision to fuse Hershey’s century-old legacy with the cutting-edge creativity of Falcon’s Beyond, creating spaces where stories are not just told but are vividly lived and tasted. The merging of retail and entertainment under the Hershey brand is a forward-thinking step into creating novel consumer spaces that provide unforgettable moments of goodness.
