LICENSING NEWS

Las Vegas set to welcome back Licensing Expo in May

Published on: 31st August 2021

Licensing Expo returns in-person to Las Vegas from 24th -26th May, with the 2022 theme now confirmed. 

Licensing Expo, produced in partnership with industry trade association Licensing International, has announced that it will return to Mandalay Bay in Las Vegas in 2022.

The in-person experience will deliver three days of face-to-face networking, supported by a robust online offering to enhance the attendee and exhibitor experience following the successful Licensing Expo Virtual, which ended last week. The virtual event saw more than 6,000 meetings take place over three days.

“For more than 40 years, Licensing Expo has served as the gathering place for the global licensing community to network, ink deals, and celebrate,” said Anna Knight, vice president, Licensing, Informa Markets, organiser of the event. “We are utterly thrilled to share that we are returning to Las Vegas in-person in 2022, bringing with us a new-age format that encompasses the best of in-person connections enhanced by the best that digital has to offer.”

Fuelling industry engagement and discovery, the event will serve as a cross-category preview of what intellectual properties and emergent trends will shape new consumer behaviours and influence pop culture headlines across the globe.

Anna continued: “For many of our exhibitors and attendees alike, this event is where new business connections are made or renewed. It’s incredibly powerful to explore the vibrant Expo floor and discover your next partnership, or experience the up-and-coming products that will line retail shelves and shape consumer behaviours in the coming years.”

“Licensing is so tactile – this community wants to feel and experience an IP during business meetings, and Licensing Expo provides a platform to do just that,” said Maura Regan, president of Licensing International. “We hope to see many returning faces and look forward to welcoming newcomers in Las Vegas in a few short months, so we can share the renewed industry-building excitement and ample opportunity that Expo provides.”

Licensing Expo 2022 Theme: Location-Based Experience

Following the prolonged absence of live events, Licensing Expo also revealed the 2022 theme, which it says ‘complements the changing way in which consumers engage with brands’. As fans increasingly demand ways to demonstrate brand affinity, the drive to fully immerse into a favourite licensed property becomes the ultimate goal.

Whether it’s a Stranger Things-themed drive-in experience, a Peppa Pig theme park land, a SpongeBob SquarePants hotel, or a Smiley art walk, a new generation of location-based experiences are popping up around the world, enabling consumers to show up, share and engage. With a significant number of experiential licensing deals currently in development, Licensing Expo expects to see considerable growth in the entertainment space, with increasing opportunities for the retail, arts, sports, and travel/tourism industries, to name just a few.

Interactive features that will incorporate the 2022 theme include at least three show floor activations, the must-attend opening night party, designated business lounges featuring up to 1,200-sq-ft of space, onsite immersive cafes, and much more.

Retailers, manufacturers, and brand owners interested in partaking in the 2022 event are invited to save the date at www.LicensingExpo.com to reconnect with the licensing community in-person and online in May.

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