As a resort ownership group made the transition to brand their properties as part of Hard Rock Resorts International, they identified children’s entertainment as a critical addition to the experience. The Hard Rock brand, renowned for “adult-fun”, agreed only if the solution integrated seamlessly with their Rock ‘n Roll theming.
As the largest provider of branded experiences in North America we presented our vast portfolio of licensed IP for review. Upon selecting Mattel as the perfect brand partner, we designed themed play areas around Barney, produced Bob the Builder daily activities, and offered Angelina Ballerina ballet classes. It all culminated in a nightly stage show, The Little Big Club, Live presenting some of Mattel’s most famous characters as rock ‘n rollers.
The programming was the first ever to present Hard Rock Resorts as a family destination, allowing the brand to expand its demographic and grow revenue. The Little Big Club became a centerpiece for mass marketing of the new position.