A new experience; how IP-driven brands can deepen fan loyalty
Whether it's Harry Potter, the MCU, Stranger Things or anything in between, fans want to feel connected to the things they love. Michelle Du Prat, Strategy Director and Co-Founder at Household, looks at how immersive experiences can offer more for those fans, and the brands they serve.
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For decades, beloved stories and characters have thrived within their own worlds, captivating audiences across our screens and pages.
But fandoms today want more. Their growing influence on culture is blurring the lines between entertainment, retail and immersive experiences, pulling brands into unexpected spaces – from pop-up cafes to AR-adventures and amusement parks.
'Retailtainment' has long been on the agenda, with brands across industries vying for a share of the ‘return on experience’.
'Retailtainment' has long been on the agenda, with brands across industries vying for a share of the ‘return on experience’ (ROE). But for pure-play entertainment brands, such as Netflix, the stakes are higher. Fans have greater expectations today; they want experiences that do justice to the IPs they love, to be immersed in a new world.
This isn’t just about merging food and beverage with retail, it’s about delivering immersive environments that authentically extend the worlds and stories they care about.
Above: Netflix Bites is a restaurant in Las Vegas inspired by fan-favorite shows and movies, including Bridgerton, Stranger Things, Squid Game, ONE PIECE, Glass Onion: A Knives Out Mystery and more.
Surface level doesn’t cut it: give fans more
For these next-gen fans, fandom is about more than admiration – it’s about expression, creativity and connection. They build sprawling digital landscapes in Minecraft, create intricate outfits for Taylor Swift's Eras Tour, and craft handmade merchandise to share with fellow fans.
With this eagerness to participate, rather than passively consume, entertainment brands have an unrivalled opportunity to bring IP to life in a way that invites fans to co-create, explore and take home something meaningful.
Slapping a familiar logo onto a product may work for some, but it won’t deliver what fans actually crave: discovery, immersion and a sense of belonging.
Slapping a familiar logo onto a product may work for some, but it won’t deliver what fans actually crave: discovery, immersion and a sense of belonging. Brands must go deeper, rewarding curiosity, igniting fan passion and giving them more of what they love. These moments will help to deepen emotional ties and amplify share-ability beyond the physical space, extending into digital and social realms.
According to Household’s own Fanalytics data, nearly half (49%) of fans purchase IP-related products to extend the experience, keeping the story alive and personalising it. Nearly a quarter (24%) of fans cite their main motivation as connecting with like-minded individuals and feeling part of a larger community. Fans also prioritise experiences that feel worthy of both their time and money, emphasising interactive participation, uniqueness, and shared moments that become lasting memories.
Above: The Disneyland Resort has a lightsaber workshop where fans can built their own Jedi weapon.
Unlocking the next level of fan immersion
The key is to create layered experiences that encourage exploration. The more fans discover, the more memorable their journey, and the more engaged the fandom becomes.
Fortunately, the playbook for creating an IP experience world is expansive, not restrictive. Fans already know the basics, but they crave surprises and elements they can take with them off the screen and pages. To achieve this, brands can incorporate hidden details that reveal fresh facets of a beloved world and blend IP with real-life celebratory moments, creating new licensing and revenue opportunities.
Fans already know the basics, but they crave surprises and elements they can take with them off the screen and pages.
Additional layers of personalisation, where fans can design their own merchandise or customise collectibles, can also transform retail into an interactive experience. Think of the way Star Wars’ lightsaber workshops allow fans to leave with both a product and a deeply personal story.
Fans also love being in the know. Limited-edition drops, hidden challenges and evolving storylines make visits feel like personal adventures. Treasure hunt-style retail experiences, where QR codes unlock exclusive products or secret storytelling elements, elevate engagement. Interactive elements can even extend beyond physical spaces into digital clues and AR overlays.
Above: The Bluewater shopping centre in the Kent unveiled a Haribo store this year, its 11th in the UK.
Fans don’t think in silos, so why should IP?
The most compelling spaces weave together retail, food and live entertainment into a single, immersive journey. Transforming food into a storytelling element is a powerful strategy for deepening immersion and bringing narratives to life in unexpected ways, and we’re seeing more and more brands adopt this approach.
From the world's first Butterbeer bar, where every sip extends the Harry Potter lore, to Netflix’s inaugural dining experience in Las Vegas, food and beverage is becoming an integral part of the storytelling journey.
The idea of fixed experiences will likely fade entirely and, as AR and AI technology continues to rapidly evolve, brands will soon be able to create parallel worlds that follow fans wherever they are.
In the next three to five years, static spaces and pop-ups will evolve into environments that shift and change over time, introducing new stories, rewards and ways to play. The idea of fixed experiences will likely fade entirely and, as AR and AI technology continues to rapidly evolve, brands will soon be able to create parallel worlds that follow fans wherever they are.
IP brands might take inspiration from the tech giants in terms of creating cohesive omni-channels. Apple’s ecosystem of consumer touchpoints keeps its customers engaged as they move from one screen to the next throughout the day, and there’s no reason IP brands can’t emulate a similar ecosystem, especially as consumer technology continues to evolve.
Imagine slipping on AR glasses and seeing your favourite characters materialise on the streets of your hometown. The entertainment matrix isn’t just coming, it’s already forming. Fans are ready, the question is; which brands will rise to the challenge and build worlds worth stepping into?
