Toy market news

Superfly X rebrands as Original X Productions

The standalone entity, now named Original X Productions (OGX), will be led by a new chief executive officer, Eric Stevens, and will continue to produce LBE experiences around the world.

Superfly X, the global themed entertainment company and creative agency known for “The FRIENDS Experience” and “The Office Experience”, has announced that it will spin off from parent company Superfly and adopt a new brand identity, Original X Productions (OGX). The new business model, with support from its lead investor Virgo Investment Group, gives OGX the opportunity to accelerate its expansion and continue to produce location-based entertainment across the globe.

It will be led by a new chief executive officer, Eric Stevens, who will work alongside co-presidents Stacy Moscatelli and Steve Feener.  

Stevens comes to Original X after successful tenures with industry leaders including DreamWorks, AEG, Feld Entertainment and Disney, bringing a high-impact track record of success in building entertainment brands, producing content and creating world-class experiences. Most recently, Stevens served as a board member and advisor to a variety of organizations throughout the experiential industry landscape.

Superfly X has operated as a division of Superfly since 2019. OGX has successfully launched and scaled “The FRIENDS Experience,” bringing it to ten markets in North America with a location in Paris opening next month, and “The Office Experience,” which debuted in Chicago in 2021 and is currently open in Washington D.C. OGX will launch the worldwide debuts of a “Harry Potter: Magic at Play” in Chicago next month, the Wizarding World Festival, a three-day fan festival coming to the U.S. in 2023 and much more.