The road to Mandalay (Bay)

The Las Vegas Licensing Expo returns to the Mandalay Bay Convention Center from 13th-15th June, as the international licensing industry once again sets out to discover the biggest opportunities in gaming, film, TV, even the metaverse and NFTs. Toy World speaks to Anna Knight, SVP Licensing at Informa Markets, about what to expect from this year’s show.

How is this year’s show going to improve on previous iterations?

2022 was the first year we’d run the event since 2019 and we were still in the midst of Covid: in fact, I think Omicron had just appeared on the scene. This year, however, borders are open worldwide, resulting in visitors from an incredible 96 different countries, and exhibitors from 25 different countries. By the time we close registration I’m certain this will be a record. And as Expo has always been a truly global show, being able to welcome back visitors and exhibitors from Asia is wonderful.

What can visitors expect from their time at the show?

A huge range of exhibiting companies, for a start. The show floor is split into two areas: Characters & Entertainment, and Brands & Agents (which also encompasses artists, designers and illustrators). We have a really awesome Sports zone this year too, including a number of European football organisations that haven’t ever exhibited at any of our shows, including Bayern Munich and Gerard Piqué’s new Kings League.

Visitors will also see some exhibitors enjoy a much bigger presence at the show following exponential growth, such as The Pokémon Company and Jazwares. It’s nice to see their success reflected in a physical manner. At the same time, there are also loads of new exhibitors; Mojang Studio’s Minecraft will be there for the first time, which we’re all really excited about. And of course, all this means unparalleled networking opportunities.

Why do you think this should be an unmissable event for potential toy/game licensees?

Vegas is the only global licensing-specific event of its kind, and it tends to see the launch of a lot of new IPs, content slates and licensing programmes. It’s an exciting time for the Toys & Games category, which has weathered the storm of the past few years really well. Licensed toys and games in particular are outperforming the marketplace. Some of the bigger manufacturers that sit on both sides of the table are really upping their game: I’m personally very excited to see what Hasbro and Mattel, in particular, will be showcasing.

The focus will very much be on the new, not that which you will already know about or have seen before. This will help licensees prepare for 2024/25.

Off the show floor, what is there to look forward to this year in terms of events and networking?

Well, Vegas is never short of parties. Monday evening sees the Licensing International Awards take place at the HyperX Arena. Attendees can sign up through the Licensing Expo registration site.

Our official opening night party takes place on the Tuesday night. A lot of people who didn’t go last year really wished they had once they heard about it. It’s at Daylight, just behind Shark Reef at Mandalay Bay, and it’ll offer four hours of awesome outdoor entertainment (and don’t worry, there are plenty of places for us Brits to cool off if needed).

On the Wednesday there will almost certainly be an official-unofficial gathering in one of the hotel bars for the UK contingent – we’ll announce more details as soon as we have them – and we know there are as many as 20-30 other parties happening across the whole show.

What big licensing opportunities do 2023 and 2024 hold for toy and game licensees?

The film slate for 2023 is very strong and it’s been great to see how successful some of this year’s movies have been. Mario is now a billion-dollar movie, and that will open the door for other gaming IPs to be adapted into theatricals –and adapted well. That’s key.

There is also tonnes going on in the TV/YouTube/ streaming space, with updates to franchises and new content launches bolstering things hugely. Next year is also a major anniversary year: Peppa Pig celebrates her 20th, My Little Pony is 40, D&D is 50, Transformers is 40 and Minecraft is 15.

There’s also a lot of attention on sustainability, inclusion and diversity, with companies including Mattel and Lego really paving the way. We know Toys is the biggest category for licensing and I can’t see that changing, but other categories have now ridden out inflation and supply issues and come out the other side, so I think we’ll see more widespread growth this year.

NFT-based IP Pudgy Penguins is exhibiting this year. Do you think licensees are keen to explore this area?

People have been getting to grips with NFTs and the metaverse since Covid. I love penguins – who doesn’t?and I think what Pudgy Penguins is doing is particularly clever because it’s based upon collectibles the community can really buy into. It’s still a new space, and people are therefore still finding their way around it, but we’re expecting strong growth from the sector, particularly following Vegas and BLE. Pudgy has built a deep brand and a lot of thought has gone into it - these are the sorts of IPs I think will be most successful.

Is there anything else you think our readers ought to know about in advance of this year’s show?

If it’s your first time visiting, or if you’re new to the industry, then check out the What’s On page on the website to get support navigating the show and discover what there is to do and see. Don’t forget that the meetings platform is open and is the best way to secure face-to-face appointments before you arrive. The Las Vegas Licensing Expo is very much a meetings-based show and so it is advisable to have at least a few booked before you get to the Mandalay Bay.

Creating joy and community for all people around the world, one game, one toy, one story at a time.