The rise of revival IPs
For the last few years, we are seeing more and more licensed products with 80s and 90s IPs across retail and ecommerce catalogues.
Emerging primarily with collectible category such as Funko, these pop cutlure franchises have now taken a seat on the toy shelves through the main players like Lego and Playmobil.
Beyond leveraging a strong brand awarness, this phenomenon gets a dual interest in terms of target demo since the licensed products can address both adult fans and children/teenagers of today, as a cross-generational effect.
From toys to digital and physical experiences, let’s go over a few illustrated examples.
The Playmobil Case
Playmobil opened the licensing door in 2015 launching its first IP-based product with the Porsche 911 Carrera S. Since then, the company has grown its license portfolio with iconic franchises including some revival ones such as Ghostbusters, Back to the Future, StarTrek, and more recently The A-Team and James Bond’s Aston Martin.
Playing or living the Kevin McCallister’s experience!
Last autumn, Lego launched a new building set under its ‘LEGO Ideas’ umbrella: the Home Alone house. With nearly 4,000 pieces to make a perfect inside and outside replica, fans and kids can play the mythical movie scenes.
For only one-night availability on December 12th, 2021, Airbnb listed the real-life Home Alone house located in Chicago area. Lucky guests enjoyed that night for only $25 including a Lego Home Alone House Set to take home as a souvenir.
Gambling on casino games
Moving to the digital space, iGaming industry offers ‘branded slot games’ featuring IP assets from movies and TV shows to gaming, music and celebrities. Developers and publishers typically use these iconic franchises, instantly recognizable, to stand out from the crowd and to attract casual players (adult only).
Unlike the examples above, this practice started many years ago in this industry. The first branded slot game, produced by Microgaming, appeared in 2004 with Lara Croft: Tomb Raider.
In the last decade, several IP-based slots have been released by a small number of publishers. To name but a few:
- Microgaming with Jurassic Park and Terminator 2
- iSoftBet with Basic Instinct and Beverly Hills 90210
- NetEnt with Knight Rider and Street Fighter II
- SG Digital with The Mask and Friends
The powerful recognition of Atari
From gaming DNA to lifestyle brand, Atari has become a pop culture reference increasing its footprint to various formats.
A few years ago, the brand reiterated premium product placement operations appearing in the dystopia movie Blade Runner 2049 (already there in the original movie) as well as in the sci-fi movie Ready Player One.
Last but not least, in 2020 and 2021, the company granted license rights to build Atari branded hotels through differents cities in the US as well as in Europe, Africa and Asia.