FEATURE: Ride on time

Licensing.biz looks at the rise in popularity of licensed theme park attractions.
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“We see it as more of an ‘experience’ rather than a ‘ride’,” Howard Nelson, VP worldwide promotions at 20th Century Fox L&M, explains to Licensing.biz when discussing The Simpsons Ride, which can be found in Universal Orlando Resort and Universal Studios, Hollywood.

Riders are taken on a trip through Krustyland, with the ride featuring all-new animation – complete with the voices of the cast – projected on an 80 foot dome. The vehicles pitch, tilt, dip and twist, following the action on the screen. Unsurprisingly, it has been another staggering success for The Simpsons brand since it opened in 2008. And, with a ten-year deal, its popularity as an attraction is only likely to grow.

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