Cloudco Entertainment has renewed its agreement with Nevada-based Bay Laurel Advisors to develop location-based entertainment activations and partnerships for its iconic Care Bears franchise. 

Building on a deal that was originally struck in 2021, Bay Laurel will continue to oversee the Care Bears LBE strategy and business across theme parks, family entertainment centers, dining, retail activations and hospitality. 

The Care Bears account is overseen by Bay Laurel president George Wade, who has built LBE programs for Peanuts Worldwide, Crayola, Angry Birds and Cartoon Network over the course of his 14-year career at the company. This time around, he’s joined by veteran licensing executive Joe Lawson, who has orchestrated LBE, publishing and licensing deals in executive positions with Rovio Entertainment, Netflix, Dreamworks Animation and 20th Century Fox. 

Last year alone, Bay Laurel helped Cloudco set up and execute three activations in Asia, including a pop-up experience in Hong Kong’s Langham Place Mall, branded cafes in Seoul and Bangkok, and a Care Bears-themed Baskin Robbins store in South Korea. Stateside, the Care Bears were featured in an art exhibition at the LA-based Corey Helford Gallery, and they’re gearing up to star in a new glow-in-the-dark attraction by Florida-based theme park ride manufacturer Sally Dark Rides.