Our challenge was to identify the franchise’s essence while pointing out where the brand needed to innovate to attract new global audiences. After evaluating addressable markets and determining those most viable to drive global growth, we conducted deep qualitative, distilling brand pillars, and gauging reception to new concepts and early positioning strategies.  We then followed with extensive quantitative research to validate our hypotheses and formulate implementation strategies guiding the transfer of IP elements into games, movies, merchandise, and theme park expansion. ​