The Canadian company best known for its circus performances purchased Minneapolis-based VStar and its Pompano Beach, Florida-based subsidiary Cirque Dreams in a move to expand its audience to children.
“We reach out to families through our shows, but we have never targeted kids specifically. And we saw the success that VStar had with PAW Patrol,” CEO Daniel Lamarre said in an interview. “My grandkids love it, so I will be a hero with my grandkids when I tell them.”
The VStar deal is part of an expansion into new markets for the Montreal-based company, which now offers performances on cruise ships and in malls, and recently launched NFL Experience in Times Square to allow audiences to immerse themselves in a simulated football game.