Licensing Expo 2022 Nuts & Bolts

Inset: Licensing Expo is back in Las Vegas this year for the first time since 2019. Below: Anna Knight, svp licensing, Informa Markets.

Expo essentials

For the first time since 2019, the licensing industry is heading back to Las Vegas for Licensing Expo. LSB highlights some of the key activations, events and themes to look out for during the three-day gathering.

The countdown is well and truly on to Licensing Expo’s return to Las Vegas for the first time since 2019, with a healthy roster of brands exhibiting, sustainability commitments underlined and showfloor activity and networking opportunities confirmed. The in-person event will take place from 24-26 May at the Mandalay Bay Convention Center, Las Vegas. Produced in partnership with industry trade association Licensing International, Licensing Expo has locked in cross-category brands from around the world – from sports to gaming, entertainment, corporate brands and artists, with 17 countries represented to date. With more than 230 exhibitors signed on, this figure certainly indicates the appetite and confidence for the event’s return. "Licensing Expo returns in-person for the first time since 2019, and excitement among the industry is palpable,” says Anna Knight, svp of licensing, Informa Markets. "This is a businesscritical time in the calendar for brands, manufacturers and retailers alike – they're coming with a pen in hand ready to ink new deals and discover the new trends that will line their shelves in the coming years, but also to reconnect in-person possibly for the first time since the pandemic. The licensing industry is built on relationships, and we’re delighted to be able to provide a safe and comfortable environment for people to reconnect, strengthen existing partnerships, celebrate successes and do business at scale face-toface for the first time in three years.”

Anna continues: “We’re also extremely excited to showcase Location-Based

Experiences as the event’s theme, creating even more opportunities for brands to engage and inspire attendees in new ways."

Networking fun

A host of free to attend networking opportunities have been confirmed for the show, kicking off on Monday 23 May with the Licensing International Excellence Awards which will take place from 5.30pm in the LIGHT Vegas Nightclub.

This will be followed on Tuesday 24 May by the Opening Night Party (in association with ATLUS and sponsored by Banijay Brands and Konami Cross Media NY) from 6pm at the Daylight Beach Club at the Mandalay Bay. "For the first time, the Opening Night Party is free of charge for all Licensing Expo registrants to encourage everyone to reconnect in person after being apart for three long years,” Anna continues. “It's a chance to celebrate our industry’s resilience, see familiar faces, and unwind after a busy first day back at the live event. Licensing Expo is back - we couldn't be more excited and look forward to an evening of fun and camaraderie."

In addition, the Exhibitor Drinks Reception on Wednesday 25 May will take place from 5.30pm in the Eyecandy Bar & Lounge.

Licensing Expo 2022 has underlined its commitment to sustainability, with an

expanded partnership with Products of

Change, bringing sustainability initiatives to the forefront following the programme’s success at BLE last year.

The new expanded initiative will see Licensing Expo and POC deliver two free to attend sessions at the show in the live theatre: • Sustainability 101: A deep dive into the science behind why sustainable transformation is vital for business future prosperity. Helena Mansell-Stopher, founder of Products of Change, and Andrea Green, principle at Globally Green and POC’s US ambassador, will explain why we need to transition business and fundamental guiding principles to build a sustainable framework. • Sustainability in Licensing: Manufacturers and brand owners will share their sustainability journey thus far, their strategic plans and areas of collaboration to move the industry forward.

In addition, all attendees and exhibitors will have

access to the Sustainability Business Lounge to

arrange 121 clinics with POC experts and consultants, and receive free counsel on where to focus their long-term sustainability efforts.

As well as the education streams, Licensing Expo and POC are also dedicating significant resources to bringing sustainability and DEI to the forefront. These include measuring and reducing carbon footprint with top line commitments including managing waste streams, from significantly reducing carpet on the expo floor to identifying digital alternatives to signage and printed materials.

Helena Mansell-Stopher,

founder of POC, says: “It’s been great to work with the Global Licensing Group on ways they can make their events more sustainable. From the ‘Better Stands’ initiatives to a reduction in printed materials, through to the significant reduction of carpet at Licensing Expo, this year is a huge step in the right

direction for the events’

industry and one that we highly commend Informa Markets for taking as market leaders.”

Above: Licensing Expo has expanded its partnership with Products of Change.

Licensing U agenda

The 2022 Licensing U content agenda has been developed and produced by Licensing International and, for the first time, content will be available both live and on-demand. Sessions will range from The New Rules of Retail, Press Play on YouTube and TikTok and WTF is up with NFTs, through to The Lowdown on International Distribution Law. Check out www.licensingexpo.com for how to purchase passes. “We're in a trend-driven industry," says Anna. "Our attending and exhibiting communities rely on Licensing U every year to discover new ways to creatively address current challenges and dig deeper into exciting trends to better leverage brand extension as a strategic tool.” Meanwhile, the first keynote has been confirmed for day two of the show. The Power of Brand Licensing for Location-Based Entertainment will see executives from Falcon’s Beyond, Robert L Ward and Moonbug take part in a discussion on the trend, moderated by Bay Laurel Advisors. Keynotes are free to attend for all registered guests. Inset: Licensing U sessions will aim to dig deeper into market trends.