For decades, beloved stories and characters have thrived in their natural habitats: movies, games, books, and shows.
Now as fandoms grow more influential, they’re pulling brands into unexpected places – from retail stores to cafes, digital experiences, and amusement parks.
Retailtainment has been high on the agenda for a while, with Household partnering brands to drive ‘return on experience’ or ROE. But for pure play entertainment brands, the stakes are greater – these fans have higher expectations. They want experiences that live up to the IPs they love, and this isn’t just about bringing F&B together with products; it’s about delivering something immersive and worthy of the worlds and stories they care about, that extends authentically and imaginatively.
The future of retailtainment lies in transforming IP into very real memories that live on with fans in new ways and keep them engaged beyond the show’s season or film. Whether it’s stepping up to the world’s largest ‘chocolate’ frog at The Official Harry Potter Flagship, designed by Household, or sipping coffee in a Wes Anderson-inspired cafe, these spaces are much more than merch displays — they’re a chance for fans to feel part of the story and come away with new stories of their own.
Bar Luce designed by Wes Anderson
The opportunity: Give Fans More to Discover and Connect
Next gen fans aren’t passive consumers. They’re participants. Minecraft players create sprawling digital landscapes, so what does this mean IRL? Swifties hand-stitch outfits for every Eras Tour stop and swap bracelets. Fandom isn’t just about love; it’s about expression, creativity, and connection.
Fan-centric IP experiences in retail and F&B is not just about selling products—it’s the invitation to fans to co-create, explore, and take home something unique, strengthening the emotional connection and shareability factor beyond the experience into social and extended worlds.
The Problem: Surface-Level Doesn’t Cut It
Slapping a familiar logo onto a product might work for some, but it doesn’t deliver what fans actually crave: discovery, immersion, and a sense of belonging. The challenge for brands is to go deeper—to reward curiosity and fan passion and give them more of what they want.
Household’s Fanalytics Insights
Using our fan research tool Fanalytics, tracking fan behaviour and expectations, we’ve originated insight data from over 100 fans:
Live the Magic: Nearly half of fans asked (49%) said they buy IP-related products to keep the experience going and to remember the event by, enabling them to create new stories and adventures of a storyline or character they cherish.
Self-Identity & Belonging: A further 24% cited their main motivation for purchasing IP products and merch was to connect with other likeminded fans and feel part of a community.
Valuable Time: Fans want experiences that feel worth both their time and money, highlighting the desire for interactive elements, participation and uniqueness as well as creating shared special moments with friends and family.
Where does this take us? In this month’s F Word we look at how you can give fans layers to explore. The more they discover, the more memorable their experience and the more active the fandom becomes. The playbook for IP Experience Worlds is expansive not restrictive. Set the rules so you can bend them:
1. Bridge the Familiar with the Unexpected.
Fans already know the basics. They want surprises. Successful IP spaces extend the story and invite fans into new chapters.
Opportunity: Bake in ‘easter eggs’ and exclusive product journey experiences that reveal new details of a familiar world not yet seen before. Tread the line between In-world and Celebratory Worlds to optimise licensing and innovation around new revenue streams.
2. Let Fans Co-Create.
Next level merch fandom is about participation, not passivity. Spaces where fans can design merch or customised collectibles are key to personalising the experience and increasing ATV.
Opportunity: Take a cue from Star Wars’ lightsaber workshops, where fans build their own lightsaber and leave with both a product and a storied experience.
disneyworld.co.uk
3. Reward Fan Curiosity With ‘Extra’
Fans love being in the know. Hidden details, limited-edition drops, and playful storytelling make a visit feel like an adventure that’s theirs to discover.
Opportunity: Create treasure hunt retail and hybrid gaming experiences. Hide exclusive merch, offer rewards for completing challenges, or introduce elements that change on every visit. At the Harry Potter New York Flagship, designed by Household, fans can scan QR codes to reveal hidden characters, unlock exclusive products and prizes… take it one step further and leave behind digital clues for others to discover.
4. Blend Fan Worlds of Food, Shopping and Entertainment
Fans don’t think in silos, so why should your experience? The best spaces blend retail, food, and live entertainment into a single journey experience, that can extend digitally.
Take the World First Harry Potter Butterbeer Bar in New York or Netflix Bites, designed by Household. The former where the tankards, cupcakes and flavors feel like a continuation of the story; and in Netflix Bites dining connects you into extraordinary scenes and new sensory moments from your favorite shows.
Opportunity: Turn food into new storytelling experiences. where meals are inspired by Turn F&B into storytelling experiences that give fans more ‘lived’ movie moments. Each dish can mirror a key moment in the film, and guests can immerse in a multi-sensory experience that brings the story to life. Interactive elements and carefully curated menus transform dinner into a scene you can taste.
Netflix Bites at the MGM Grand Las Vegas
The Future: Fan Worlds Without Walls
Forsight: In the next 3-5 years static or pop ups will give way to environments that change over time—new stories, new rewards, and new ways to play.
Farsight: Looking ahead 5-10 years, the idea of only ‘fixed’ experiences might disappear entirely. Emerging tech like AR and AI will allow brands to create parallel worlds that follow fans wherever they are. Imagine wearing AR glasses and seeing your favorite characters or hidden Easter eggs pop up in the street where you live. Welcome to the entertainment matrix that fans will have fun living in.
To find out more about how Household partners the world’s most loved entertainment brands to create IP Experience Worlds, get in touch with Elisa Barnard: [email protected].
How We Know: Beyond our work with entertainment brands, our Fanalytics research tool engaged 100+ fans and experience lovers to uncover these insights. It’s real-time, it’s actionable, and it’s all about understanding the evolving audiences that matter most to your brand to drive innovation and revenue.
