Entertainment Tie-ins / Licensing

Under Armour has brought its experiential “brand house” store concept to downtown Detroit.    The three-floor, 17,000-sq.-ft. space reflects the company’s roots in Baltimore and also pays homage to the history and spirit of Detroit. The design uses athlete imagery and product installations to convey an immersive brand experience and inspire customers.   

A few select malls will be the benefactors of what might prove to be the entertainment sensation of the year — a virtual reality version of "Justice League 2017."   IMAX Corp. and Warner Bros. Home Entertainment have announced a virtual reality co-venture that will issue three interactive VR versions of upcoming Warner Bros. blockbusters. "Justice League" will be the first, scheduled to hit IMAX cinemas for the holiday season, to be followed by "Aquaman" and a yet-to-be-determined film franchise.

Hollister & Co. is connecting with its shoppers through two of their favorite pastimes: mobility and video games.   Through a partnership with Rovio Entertainment and TreSensa, the re-tailer debuted a mobile video game whose activation functionality func-tions as an ad that connects the brand with loyal and potential shoppers, according to AdAge.   

Toy Kingdom, a specialty toy store concept from Shinsegae, the largest retailer in South Korea, boasts a store environment that is larger than life and highly experiential.  

There’s a new sneaker on the scene that promises to make a slam dunk — albeit not on the basketball court.    Called “Pie Tops,” Pizza Hut’s new white-and-red trimmed kicks are more than a functional sneaker. Featuring geolocation technology that links to an app (separate from the chain’s mobile app), users can order a large two-topping pizza just by pressing a button embedded in the shoe’s tongue, according to Pizza Hut’s new 30-second commercial featuring retired NBA player, Grant Hill.

A cool store from a cooler (literally) and drinkwear company, Yeti’s first physical outpost celebrates the fast-growing brand, which is known for standing up to the harshest conditions.    

HSN’s feature, “The Beauty Spy,” uses social media to introduce shoppers in the United States to new, emerging and exotic beauty trends. Now it is coming to the small screen.   The program, which can be seen on HSN’s social media platforms, including Facebook, Instagram and SnapChat, will become a monthly program appearing exclusively on HSN — a move that will deliver a multi-platform experience to viewers.  

The wedding industry’s newest gift registry is being launched by an unlikely company — Domino’s Pizza.   The service, which is called the first registry “for couples that prefer delicious melty cheese to crystal gravy boats,” according to Domino’s website, targets couples unsure about what to serve at pre-, during or post-wedding festivities.