Storyland Locations sits at the intersection of storytelling, strategy, and experiences—connecting iconic brands with destination-defining real estate, operators, and investors.
We bring brand owners and real estate developers together to build world-class, commercially successful location-based entertainment (LBE) experiences.
Like mountain guides, we chart the course between brands and the built environment.
We don’t just advise—we deliver. Our team have delivered over $100 million in licensing income for our IP and brand partners and over $1.2 billion in revenue from destinations developed.
Our work history includes:
Full-scale Theme Park launches in the USA, Japan, UAE, and S. Korea.
Multi-Territory FEC deals featuring world-class family brands from globally recognised entertainment companies.
Sports & Entertainment Districts, successfully introducing major IP partners into new entertainment, commercial and mixed-use projects.
Multi-City Touring deals across the USA, Europe, MENA and Latin America for world-class touring experiences.
These deals have powered IP-driven projects across theme parks, FECs, immersive exhibitions, and mixed-use destination, generating long-term brand value and dependable income streams for rights holders.
We work with IP and brand owners to identify and define the best types of experience for your properties, then negotiate agreements with top-tier developers and operators, providing access to investment and finance solutions as required.
Our work unlocks the potential of your brand in the real world—through themed attractions, immersive retail, themed dining, experiential hospitality, and much more.
We identify the perfect entertainment program for your destination, then bring you globally recognized IP to anchor and differentiate your business.
We put together the combination of brand, operator, and capital as required, helping you structure viable, sustainable deals.
Whether your aim is increased footfall, dwell-time, media buzz, or long-term income, we deliver LBE programs that fit your market and elevate your asset.
We use a strategic framework we call ARCH to assess and deliver opportunities:
(Click each letter to learn more)
Who is the customer and what is the consumer segmentation?
Why this IP? What settings, characters, and storylines will enhance the experience in this location?
Where and how does the IP generate revenue and add brand value?
Our expertise lies in structuring win-win agreements that endure creatively and commercially.
Who is the customer and what is the consumer segmentation?
Earnings calls
SEC filings
Financial disclosures from major theme park operators and related businesses
Historical industry performance
Decades of institutional knowledge
Analysing past investments
Expansions, and strategic shifts in the theme park sector
Insights from consumer spending patterns
Attendance data
Guest satisfaction surveys
Social media analytics
Comparison of key performance indicators (KPIs) across parks, regions, and business models
Interest rates
Inflation
Tourism trends
Government policies impacting theme park investments and operations
Identify high-performing business models, capital deployment and expansion opportunities, and potential acquisitions based on historical and predictive analysis.
Uncover pricing, ticketing, and in-park spending trends to maximize guest value and profitability.
Benchmark staffing, ride capacity, and guest flow strategies to improve park performance.
Evaluate market demand and feasibility for new attractions, hotels, and themed entertainment projects.
Anticipate industry downturns, regulatory changes, and consumer behavior shifts to mitigate financial and operational risks.
We assess your IP through our 3-week ARCH process, identifying high-potential applications across the location-based entertainment landscape. We recommend specific formats, markets, developers and deal structures—pinpointing where your brand can thrive commercially and creatively.
We develop a high-impact inspiration deck that brings your IP to life in some carefully selected, practical applications—experiences where we believe your brand will resonate with consumers and deliver results. This deck is designed with the benefit of our decades of experience to open doors and to build bridges with developers, operators, and investors.
We act as your business development team in the LBE space—introducing your IP to qualified partners from our network of 500+ active development projects. We pitch, negotiate, and secure deals that drive brand value and long-term income, while safeguarding the creative integrity of your brands.
We provide clear, independent advice on your current or planned LBE ventures. Whether reviewing creative proposals, commercial terms, or operating models, we offer candid guidance informed by deep industry experience and benchmarks across hundreds of real-world deals.
We assess your destination through a 3-week ARCH process, identifying where and how specific IPs can elevate your asset. We recommend IP typologies, categories and formats that match your audience, physical space, and commercial objectives—grounded in data, experience, and operational reality.
We create a curated IP opportunity deck tailored to your destination. Our decks visualise a set of brand-driven experiences with strong consumer appeal and practical delivery pathways—ready for internal alignment, partner engagement, and next-stage feasibility.
We engage IP and brand holders on your behalf—showcasing your development as a credible, high-potential platform and partner for their brand. We lead conversations, shape proposals, and negotiate commercial terms that align the interests of brand, operator, and developer.
We act as a strategic sounding board—reviewing proposals, benchmarking deal structures, and advising on operator selection. Our goal is to help you secure commercially viable, creatively compelling experiences that integrate seamlessly into your wider development.
Theme Parks – Existing and in development
Family Entertainment Centres - FECs
Mixed-use Developments
Shopping Malls
Hotels and Resorts
Cruise Ships & Island Resorts
Airports
Stadia and Arenas
Strategic Ideation
Contracting & Deal Structure
Operational Strategy
Investor Relations
Staffing & Recruitment
Pricing Models
Marketing & Positioning
Discover our portfolio of exceptional projects that showcase our strategy consulting expertise.
Our team and executive leadership include alumni from The Walt Disney Company, Walt Disney Imagineering, Pixar Animation Studios, Universal Creative, and Merlin Entertainments – all passionate about creating immersive storytelling experiences that shape culture and connect with people on an emotional level.
Ben Thompson has spent the last 25 years in marketing, strategy and new business development roles in major global organisations. A graduate of the accelerated management training program at Mars Inc, Ben spent 11 years at the company including the last 3 years as Director of Category Leadership. In 2011 Ben moved to the Walt Disney company where in under 5 years he rose to become Marketing Director for Retail EMEA, leading the region’s marketing strategy on Star Wars VII, Marvel, Frozen, and several Pixar titles. In 2015 Ben moved to Merlin Entertainments as Global Marketing Director, New Openings where he had responsibility for the launches of 4 LEGOLAND® parks and 40 Indoor attractions. This included the development of new brands; Little Big City, the Bear Grylls Adventure and Peppa Pig World. In 2018 Ben founded his own strategy consultancy and enjoyed great success working with clients including KidZania, Tony’s Chocolonely, the Cataratas Group and Europa Park. Ben joined Storyland Studios in August 2020, running Storyland’s International office just outside London. In this role Ben handles Storyland’s relationships with global IP partners and was the lead executive responsible for the partnership with Ubisoft Entertainment.
FORGING A LANDMARK PARTNERSHIP TO BRING VIDEO GAME WORLDS TO LIFE
At Storyland Studios, Ben spearheaded the partnership with Ubisoft Entertainment, leading the charge on creating immersive theme park experiences inspired by some of the world’s most beloved gaming franchises.
CREATING A CHOCOLATE-THEMED IMMERSIVE EXPERIENCE WITH A POWERFUL MISSION
Ben worked with Tony’s Chocolonely, the ethical chocolate company, to develop an immersive brand experience that educates and engages visitors in Tony’s mission to create a 100% slave-free chocolate industry through story-driven, interactive experiences.
DRIVING GLOBAL EXPANSION WITH FOUR NEW LEGOLAND® PARK OPENINGS
As Global Marketing Director, New Openings at Merlin Entertainments, Ben led the strategic planning and execution behind the launches of four LEGOLAND® parks, expanding the beloved brand into new regions and elevating guest engagement worldwide.
ELEVATING AN ICONIC BRAND THROUGH NEW MARKET EXPANSION
During his tenure at Merlin, Ben contributed to Madame Tussauds’ strategic expansion, helping evolve the brand’s appeal through innovative marketing and new attraction openings.
Tyler brings a wealth of experience – over twenty one years – working in the entertainment industry to bear leading projects at Storyland Studios. Prior to joining the SLS team, Tyler worked in various roles at Thinkwell Group in the media, project management and project development departments and has been involved in many signature, global Thinkwell Group projects, including the Google Customer Experience Center in Redwood City, CA, the Jaguar Land Rover Brand Experience Centre, Ski Dubai: Snowfari, and The Hunger Games: The Exhibition. His career has developed through both themed and on-screen entertainment, working as a Show Producer creating blockbuster traveling exhibitions, running promotional events for major entertainment brands, and as a freelance Film/Television/Commercial production professional.