Licensing Expo reveals first keynote panel

Published on: 19th April 2022

The keynote panel will explore The Power of Brand Licensing for Location-Based Entertainment (LBE) in a talk that is free to attend for all registered guests.

Licensing Expo 2022, produced in partnership with industry trade association Licensing International, welcomes senior executives from Falcon’s Beyond, Robert L. Ward, and Moonbug as 2022 keynote panellists confirmed to speak at the Day 2 keynote.

Slated to be held in the Licensing U Theatre at 12-12:45pm on May 25th and accessible to all free of charge, the expert-led panel will take part in a trend-driven presentation titled From Dream to Reality: The Power of Brand Licensing for Location-Based Entertainment. To tune in to the keynote panel, register for Licensing Expo for free here.

Location-based experiences have been gaining steam for many years now and are increasingly the next frontier for consumers looking to engage, interact and show their love for brands. They are also highly complex licensing deals that include many stakeholders at various points of the process. This keynote panel brings together the brightest and most respected names in the business to help explain the many things to consider when developing and executing an LBE deal (including how best to protect brand integrity). Location-based events and experiences are not your average deal, and this is not your average panel.

Presenters include Cecil D. Magpuri, chief executive officer and co-founder, Falcon’s Beyond; Robert L. Ward, president and chief executive officer, Robert L. Ward, Inc; Susan Vargo, head of Live Events and Location-based Experiences, Moonbug and George Wade, president, Bay Laurel Partners (moderator).

“It will be an honour to join my esteemed peers on-stage at Licensing Expo as a keynote moderator speaking to a topic that I’m incredibly passionate about,” said George Wade. “LBE  tells stories through experiences and has the unique ability to bring people together, transcending generations and fanbases. It’s really a remarkable and expressive way for brands to build long-lasting relationships with their audience and reach new consumers – I hope the panel ignites new ideas and spurs continued innovation.”

Anna Knight, SVP of Licensing, Informa Markets, commented: “We could not be more excited to share the first 2022 keynote details with the Licensing Expo community. Keynotes are a cornerstone of Licensing Expo; our expert-led presentations bring to light new ways of doing business in a way that taps into consumer trends and arms the audience with inspiring ideas that will drive business forward in a meaningful way.”

This year’s keynote presentations are strategically designed to arm the licensing industry with actionable insights into the latest trends shaped by changing consumer habits and preferences and how brand licensing can be more strategically used as a marketing tool. The Day 1 keynote will be announced shortly.

Anna continued: “With the shift to experiential marketing and society looking to be a part of something bigger as people step back into the world after lockdown, there is a burgeoning and unmissable opportunity for brands to tap into Location-Based Entertainment to engage with their audience on a deeper level which will be reflected through this year’s LBE theme. More details on this will be revealed next week and will complement the keynote perfectly.”

In addition to keynote presentations, Licensing Expo and Licensing International offer robust educational programming and the Licensing U agenda is accessible here.

All educational content, including keynotes, will be available on-demand on the event platform to revisit at a convenient time.

Visitors can learn more about Licensing Expo at, where they can also secure a pass for the event.


Friday Blog

Forget about the price tag … it’s the Friday Blog!

Zuru unveils new Mini Brands collection in time for Christmas

Mojo Fun partners with Quercetti in exclusive distribution deal

Plus-Plus partners with Tumble Tots

Exclusive: Deddy Bears on the fright track

Exclusive: Asmodee’s Star Wars: Unlimited TCG

Tickets now available for Spielwarenmesse 2024

Exclusive: Curious Universe’s phenomenal five-year growth

Ravensburger launches UK’s tallest GraviTrax marble run

Mattel releases fourth Claudia Schiffer Barbie