Category Archives: Licensing Expo

George Leon to host Licensing International Excellence Awards

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Licensing International has announced that industry veteran George Leon will host the 2022 Licensing International Excellence Awards. With more than 25 years of experience, Leon is a respected expert in the global promotions and franchise development space.

Leon will take centre stage on May 23 at 5:30pm PST at The LIGHT Vegas Nightclub as the master of ceremonies for this year’s Excellence Awards. He has himself won multiple Licensing International Excellence Awards, including the 2003 Entertainment License of the Year for Spider-Man, the 2005 Overall Best License of the Year for Spider-Man 2, the 2005 Best Promotion of the Year, and the 2015 Academic Excellence Award.

Leon founded California-based Cakewalk Entertainment in 2017. He previously spent 16 years at Sony Pictures Entertainment, most recently serving as EVP of Consumer Marketing for global branded entertainment, licensing, and product placement. Leon has also worked with the teams at Saban Entertainment and Camelot Licensing.

“I’m beyond excited to honour this year’s incredible nominees and celebrate the winners as the host of the Licensing International Excellence Awards,” Leon says. “And after two years of virtual meetings, I can’t wait to get dressed up and gather together with my colleagues across the licensing industry.”

The Licensing International Excellence Awards recognise outstanding achievements and innovation in the licensing industry around the world. This year’s Excellence Awards feature 165 finalists from 20 countries in 25 categories.

Registration for the Excellence Awards ceremony is now open. Licensing Expo will take place from May 24-26 at the Mandalay Bay Convention Center, and registration for the event is available online.

 

Falcon’s Beyond to showcase revolutionary LBE technologies at 2022 Licensing Expo

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Entertainment company Falcon’s Beyond Global, LLC will showcase multiple proprietary technologies at the 2022 Licensing Expo, which takes place May 24–26, 2022 in Las Vegas.

Three Falcon’s Licensing products, developed inside Falcon’s X-Lab at its Orlando headquarters, will be exhibited:

  • SpectraVerse™ attraction systems harness breakthrough projection, optics, and positional tracking custom engineered to display multiple unique real-time interactive experiences on the same screen, at the same time. In a mixed-reality environment, participants are individually tracked and perspective-matched with their own stereoscopic content, all while still being able to see and interact with each other in the real world. Physical objects allow participants to seamlessly interact in 3D space with the immersive content on screen.  As an attraction system, SpectraVerse technology provides innovative interactive walkthrough adventures that can either be configured in multiple rooms for a linear scene-by-scene narrative (SpectraVerse Odyssey™) or as a single free-roaming arena (SpectraVerse Quest™).
  • Falcon’s Vision® augmented reality headsets bring immersive interactive experiences into physical spaces with incredible capability. The headsets have been custom designed and fabricated to be an intuitive, functional, durable, and hygienic solution with minimal operational friction for high-throughput location-based entertainment venues. Each headset displays real-time interactive content across the entire field-of-view in a stereoscopic format running at 120 frames per second, per eye. The headsets are also equipped with stereo-channel localised audio and haptic feedback.
  • ON!X™ interactive theatres integrate real-time content, feedback and responsiveness all within a 5D theatre format, producing immersive and dynamic multiplayer video game experiences. Participants are equipped with haptic-enabled physical objects that are 3D tracked to dimensionally interact with the content in real time. Directly harmonising with the real-time interactive experience and performance of the participants, premium SFX motion seats provide smooth yet accurate movement in multiple degrees-of-freedom, and feature visceral wind, light, olfactory, discrete audio, and mechanical special effects to engage all the senses.

“We have already helped many of the world’s most iconic brands expand into new forms of entertainment that deepen connections with existing fans and attract new audiences,” says Cecil D. Magpuri, CEO of Falcon’s Beyond. “We are proud and excited to showcase some of the most innovative, sophisticated technologies in the themed attractions industry that have the power to not only elevate experiential design and immersive storytelling, but also transform location-based entertainment as we know it.”

 

Hasbro and Falcon’s Beyond among brands bringing LBE experiences to Licensing Expo

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Licensing Expo, produced in partnership with industry trade association Licensing International, returns to the Mandalay Bay Convention Center this May 24-26 with a location-based experiences (LBE) theme that draws on consumers’ growing interest in immersive, IP-based experiences.

Of the 200+ exhibitors confirmed to date, with more signing on daily, many brands are showcasing their foray into LBE at Licensing Expo in search of new licensees, manufacturers, and retailer partners that will help bring their IP-based experiences to life.

Hasbro, Falcon’s Beyond, NAFTOS, and Feld Entertainment are among the brands that have revealed extensive LBE plans for the May event, transforming their booths into an IP-based destination that will capture attendees’ attention. From turning show attendees into NFTs and transporting guests into imagined worlds to a VR battle arena, this year’s event is gearing up to be highly interactive and trend-driven in order to provide a more seamless experience that facilitates new IP discovery.

“We landed on the theme of location-based experiences in order to strategically align with society’s transition from product-focused to experience-centric behaviors,” says Anna Knight, SVP of the Global Licensing Group, organisers of Licensing Expo. “More than ever before, people develop profoundly strong connections with the brands and content they engage with daily; LBE enables IP-owners to foster an even deeper connection that lays the groundwork for a loyal fanbase. We’re so excited to showcase the power and potential of LBE and be a catalyst for its adoption across the globe.”

LBE-activations confirmed to date include:

Hasbro, Inc booth #A159 & Hasbro Experience booth #A143

  • At Hasbro’s Experience booth, the company will be previewing the Transformers: VR Battle Arena with Meta4 Interactive which enables players to play as a TRANSFORMERS robot in a VR world. Players can choose from heroic Autobots such as Bumblebee and Optimus Prime or Decepticons such as Megatron and Soundwave. Once inside the game, each player will become a part of a legendary battle.
  • Hasbro will also be showcasing inspiration from other LBE initiatives around the world with a sampling of mini experiences inspired by:
    • The My Little Pony & Transformers Hotel Collection, Shanghai. The first of its kind, a Transformers and My Little Pony-themed Hotel outfitted with a Family Entertainment Center, is opening in Shanghai in Q4, 2022. The Hotel features 46 themed rooms in the collection.
    • Monopoly Life-sized and Top Hat Restaurant & Bar, London. Guests immerse themselves in the world-famous game of Monopoly to compete in challenges, build houses, charge rent, escape jail and even control London’s waterworks as they travel around the life-sized board earning as much money as they can.
    • Nerf Challenge, North America (touring). The ultimate Nerf playground is currently touring North America. Among the many interactive activations to experience are Tryathlon, Nerfhoop Doubleshot, Colossal Football, Field Goal, Dodge Blast, Strange Cargo, and much more. With thousands of blasters and millions of darts, this immersive experience is every NERF fan’s dream come to life.
    • NAX, Singapore. The NERF Action Xperience family entertainment centre brings the NERF brand to life through fun-filled experiences in an indoor arena packed with multiple-themed activity zones, incorporating NERF sports and blasters that are directed towards igniting adrenaline, inspiring empowerment and fostering connections.

Matt Proulx, VP, Location Based Entertainment, Hasbro, says: “The demand for authentic, engaging, and exciting experiences has never been higher; fans of all ages can now uncover new ways to connect with the brands they love. We’re excited to demo the Transformers: VR Battle Arena with our partners at Meta4 Interactive at our booth this year. We’ll also be giving visitors a chance to sample other activations around the world, taking inspiration from our Monopoly Life-sized in London, Transformers & My Little Pony-themed Hotel in Shanghai, not to mention what’s fueling Nerf. We hope everyone can stop by and have a glimpse into the potential of LBE

Falcon’s Beyond, booth U188

  • At Falcon’s Beyond’s booth, guests will experience immersive and interactive technologies like no other through a tour of Falcon’s X-Lab. The X-Lab will offer a 20-minute demonstration of a handful of Falcon’s ground-breaking products by appointment. These include SpectraVerse™, Falcon’s Vision®, ON!X™ Theater, and other exciting, themed attraction systems leveraging real-time gaming technologies and metaverse integrations.

“We have already helped many of the world’s most iconic brands connect with their audience to build fandom at a whole new level,” says Cecil D. Magpuri, CEO of Falcon’s Beyond. “We cannot wait to showcase our experiential entertainment innovations and new themed destinations in development that will enable brands to take the connection with their desired audiences to new heights well `beyond’ what they could ever imagine.”

NAFTOS, Lobby Display near Entrance D, Executive Suite D101

  • Licensing Expo newcomer NAFTOS, an industry leader in minting 2D, 3D, and 3D interactive NFTs, takes the mystery out of digital collectibles by showcasing actual NFT creations on the exhibition floor at the entrance of the show, booth D3. Companies interested in learning more about NFTs and the Metaverse for their brands can schedule an appointment with NAFTOS at Executive Suite D101 on the show floor.

Barry Rosenbaum, CEO and President of NAFTOS, comments: “We are honoured to become a key exhibiter at the Licensing Expo to showcase our expertise in NFTs and the Metaverse. Our highly experienced team employs the newest technology to create dynamic interactive NFTs, unlike any others.”

Feld Entertainment, booth A209

  • This year, Feld Entertainment will have the Grave Digger® Simulator Ride Experience, created in partnership with DOF Robotiks. This stand-alone attraction allows attendees to experience what it is like to take a ride in a Monster Jam truck. The simulator offers a range of movement on a 6-axis platform featuring pitch, roll and yaw movements. The realistic motion is combined with exciting video delivered through VR headsets, which makes it an unforgettable ride.

Jeff Bialosky, Senior Vice President Global Partnerships, Feld Entertainment, says: “We are thrilled to have one of our Feld Entertainment location-based entertainment activations on site for attendees to experience during the upcoming LE. As a 2022 Industry Award nominee, Monster Jam continues to engage and entertain tens of millions of fans around the world. The Monster Jam Grave Digger simulator displayed and operating in Booth #A209 will give those who are brave enough to ride it the true feeling of being behind the wheel of a 12,000-pound, 1500 HP Monster Jam truck.”

In addition to these immersive exhibitor experiences, visitors can visit the new Sports Bar and Toy Café to discover new products and be inspired by best-in-class examples from both categories. Confirmed participants include:

  • Sports Bar: Major League Baseball Players, Inc., NFL Players Inc., NASCAR, NFL Int’l, WWE and Motul
  • Toy Café: Hasbro, Inc., Mattel, Inc., MGA Entertainment, Spin Master, WildBrain CPLG, Jazwares, Brand Activation Consulting
  • Art & Design Lounge: Art Brand Studios, Giordano Studios, Jewel Branding & Licensing, Inc., Mitchell Black Wallpaper, Tate & Co Licensing, Artestar

There are 200+ exhibiting brands confirmed at Licensing Expo this May 24-26, with latest names confirmed including Riot Games, Laika Studios, United Talent Agency, kathy ireland Worldwide, Amazon Studios, Konami Cross Media NY, MLB Players, Netflix, TSBA, Sesame Workshop, Thomas Global Media and more.

Registered attendees now have access to the event’s online platform and can begin sifting through discoverable IP and setting up meetings both online and for the in-person event.

Day 2 Licensing Expo keynote to focus on location-based entertainment

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Licensing Expo 2022, produced in partnership with industry trade association Licensing International, has lined up 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 on the expo floor in the Licensing U Theatre at 12-12:45pm on May 25 and accessible to all free of charge, the expert-led panel, moderated by Bay Laurel Advisors, brings together some of the most respected names in the industry for 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.

Day 2 keynote 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
  • George Wade, President, Bay Laurel Partners (moderator)

“It will be an honor to join my esteemed peers on-stage at Licensing Expo as a keynote moderator speaking to a topic that I’m incredibly passionate about,” says George Wade, President, Bay Laurel Partners and keynote moderator. “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! I look forward to the keynote and reconnecting with the licensing community this May for much needed face-to-face conversation.”

Anna Knight, SVP of Licensing, Informa Markets, says: “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.

In addition to keynote presentations, Licensing Expo and Licensing International offer robust educational programming to provide newcomers and experienced licensing professionals insights into the $292 billion licensing industry, with sessions geared toward arming attendees with new tools to drive business forward. The Licensing U agenda, now live and accessible here, spans a range of topics from the basics of licensing – the new rules of retail, to an exploration into the promising world of NFTs.

Only six weeks away, the event continues to attract new registrants daily – new and notable attendees include Fanatics, Kohl’s, Alibaba Group, Burlington Stores, Kimberly-Clark, Gamestop, Moleskine, Coppel, Hot Topic, Walmart, Hybrid Apparel, Mad Engine, Hallmarks Cards, Bioworld and more.

Learn more about Licensing Expo at www.licensingexpo.com

 

Licensing International announces 2022 Excellence Awards finalists

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Licensing International is proud to announce the full list of finalists for the prestigious Licensing International Excellence Awards, dedicated to recognising outstanding achievements and innovation in the licensing industry around the world.

This year’s Excellence Awards feature 165 finalists from 20 countries in 25 categories. More than 150 judges from 21 countries chose this year’s finalists from nearly 800 submissions.

Licensing International members can vote for the winners beginning on Monday, April 11. Each member company will receive one ballot to vote on all 25 categories and voting will end on Friday, April 22.

The winners will be announced during the Licensing International Excellence Awards at Licensing Expo in Las Vegas. The ceremony will take place on Monday, May 23 at 5:30pm PST at The LIGHT Vegas Nightclub. Licensing Expo will take place from May 24-26 at the Mandalay Bay Convention Center.

More information about all of the finalists is available online. Finalists were presented by Alifish, InSpirit Designs, Jazwares, and participants in Licensing International’s Accelerator Program, including Bedrock Collectibles, Holy Joe, LIBREX, Park Star Media, and Somos Arte.

The full list of nominees can be viewed online here or seen below.

Best Licensing Product — Apparel or Accessory for a Corporate Brand

  • Couture Kingdom – Streets Jewelry
  • Don’t call me Jennyfer – Chupa Chups Collection
  • Mad Engine Global – McDonald’s Apparel and Accessories Line
  • PUMA – BMW M Motorsport Line
  • Reebok – Jelly Belly Sneakers
  • Ripple Junction – Keith Haring Apparel

Best Licensed Product — Apparel or Accessory for an Entertainment Property

  • Blackmilk – The Legend of Zelda Collection
  • Eastpak – Peanuts Backpacks
  • OnePlus – Harry Potter Smartwatch
  • Pair Eyewear – Sesame Street Kids Glasses
  • Persol – La Casa de Papel Glasses
  • Zara – Barbie 1959 Collection
  • Zara – Playmobil Line

Best Licensed Product — Appliances, Electronics & Housewares for a Corporate Brand

  • Arcade1 Up, Tastemakers – Polaroid At-Home Instant Photobooth
  • Brizo – Frank Lloyd Wright Bath Hardware
  • Ecoffee Cup – Van Gogh Reusable Coffee Cup
  • Fizz Creations – Tetris Wafflemaker
  • Fizz Creations – Tetrix x Samsung Fridge Storage Stackers
  • QuietKat – Jeep E-Bike
  • Ukonic – Xbox Fridge

Best Licensed Product — Appliances, Electronics & Housewares for an Entertainment Property

  • Bumpboxx – Jimi Hendrix Boombox
  • Gramercy Products – Nerf Dog Toys
  • Guild Guitars – Bob Marley Acoustic Guitar
  • Half Moon Bay – Peaky Blinders Drinkware
  • Just Funky – Naruto Shippoden Kitchen Appliances
  • Stern Pinball – Godzilla Pinball Machine
  • Tonies – Sesame Street ToniesBox

Best Licensed Product — Digital: Apps, Software, Video Games, NFTs

  • Lockwood Publishing – The Voice of Avakin
  • Next Games – Stranger Things Puzzle Tales Mobile Game
  • Story Toys Ltd – LEGO Duplo Marvel App
  • Tafi – Coca-Cola Friendship Box & NFT Collection
  • VeVe – Back to the Future DeLorean NFT
  • Virtual Brand Group – Forever 21 Shopcity on Roblox

Best Licensed Product — Food or Beverage for a Corporate Brand

  • G FUEL – Tetris Energy Drink
  • Häagen-Dazs – Louvre Mooncake Ice Cream
  • Kellogg’s – HERSHEY’s Cereal
  • Kraft Heinz – HERSHEY’s Colliders
  • Namyang Dairy Products – Chupa Chups Sparkling Drinks
  • Natür Food Ventures. Tetris x Powerbeärs Gummy Snacks
  • Stewarts Enterprises – Hard Rock Hard Seltzer

Best Licensed Product — Food or Beverage for an Entertainment Property

  • Awfully Chocolate – Harry Potter Mooncakes
  • Brew Pipeline Inc – Gordon Ramsay’s Hell’s Seltzer
  • Kinnerton Confectionery – Harry Potter Chocolates
  • Krispy Kreme Japan – Minions Doughnuts
  • Le Comptoir de Mathilde – Harry Potter Chocolates
  • Megaplex – Godzilla vs Kong Whey Protein Powder

Best Licensed Product — Health and Beauty Aids

  • Centric Beauty – Crayola Kids Bath Collection
  • Floral Street Fragrances –Van Gogh Sunflower Pop Eau de Parfum
  • Gillette – Bugatti Razor
  • Hipdot – Monopoly, Play-Doh and Ouija Cosmetics
  • Mad Beauty – Friends Soap Dish & Bath Range
  • Mad Beauty – Winnie the Pooh Bath & Body Line
  • SK II / Procter and Gamble – Andy Warhol Skin Care

Best Licensed Product — Home Décor

  • Paladone – Minecraft Building Block Lights
  • Room Copenhagen – LEGO Wooden Home Décor
  • Shanghai Yepai – Harry Potter Home Décor Collection
  • Skultuna – Moomin Brass Figurines
  • Walmart – GAP Home Line
  • Zara Home – DC Comics Homeware Collection

Best Licensing Product — Publishing, Social Expression

  • Eaglemoss – The Beatles Advent Calendar
  • Insights Editions – Jurassic World Pop-Up Book
  • RCS – Harry Potter Hogwarts Castle Partworks
  • So-Net Entertainment – National Palace Museum x Peanuts Stationery
  • The Carat Shop – Harry Potter Jewelry Advent Calendar
  • Theory 11 – The Beatles Playing Cards
  • Yoto Limited – LEGO Duplo Audio Cards

Best Licensed Product — Toys, Games, Novelties (ages 0-8)

  • Clementoni – Harry Potter Terrarium Kit
  • Disguise – Batman & Batmobile Adaptive Costume
  • Dynacraft – Disney Princess Cinderella 24V Carriage
  • LEGO – Disney’s Encanto Madrigal House
  • Moose Toys – Bluey Toy Range
  • Spin Master – Batman Bat-Tech Batcave

Best Licensed Product — Toys, Games, Novelties (ages 8+)

  • LEGO – adidas Superstar Sneaker Set
  • LEGO – Home Alone Set
  • LEGO – Star Wars AT-AT
  • Robosen – Transformers Robot
  • XM Studios – Batman Collectible Figurines
  • Zuru – 5 Surprise Mini Brands

Best Licensed Brand — Animated Entertainment, Character, Toy Brand

  • Barbie – Mattel
  • Bluey – BBC Studios
  • CoComelon – Moonbug Entertainment
  • Encanto – Disney
  • Marvel’s Spider-Man – Disney
  • Minecraft – Microsoft
  • Miraculous: Tales of Ladybug and Cat Noir – ZAG
  • Peppa Pig – Hasbro

Best Licensed Brand — Corporate Brand

  • Arm & Hammer – Church & Dwight
  • BMW – BMW Group
  • Discovery – Discovery Inc.
  • Girl Scouts – Girl Scouts of the USA
  • Tasty – Buzzfeed Inc.
  • Transport for London – Transport Trading Limited

Best Licensed Brand — Food, Beverage, Restaurant Brand

  • Coca-Cola, Hi-C, Sprite – The Coca-Cola Company
  • Hershey’s – The Hershey Company
  • Fruity & Cocoa Pebbles – Post Consumer Brands, Warner Bros
  • Corona – Constellation Marketing Services
  • The Cheesecake Factory
  • Kool-Aid – The Kraft Heinz Company
  • Streets – Unilever Australia

Best Licensed Brand — Lifestyle: Art, Design, Celebrity, Fashion

  • AC/DC – Epic Rights & Perryscope Studios
  • Amy Winehouse
  • Bob Marley
  • emoji The Iconic Brand – emoji company GmbH
  • Grateful Dead – Warner Music Experience
  • May Gibbs – The Northcott Society

Best Licensed Brand — Live Action Entertainment

  • Cobra Kai – Sony Pictures
  • Ghostbusters – Sony Pictures
  • Hot Ones – First We Feast, Complex Networks, Buzzfeed
  • La Casa de Papel – Netflix
  • MasterChef – Banijay
  • Monster Jam – Feld Entertainment
  • Space Jam: A New Legacy – Warner Bros.
  • Star Trek Universe – Paramount

Best Licensed Brand — Museum, Art, Design

  • Best Licensed Brand — Museum, Art, Design
  • Andy Warhol – Andy Warhol Foundation
    Keith Haring – Artestar
    Louvre – Louvre Museum
    National Palace Museum
    The Natural History Museum
    The New York Botanical Garden
    V&A – Victoria and Albert Museum

Best Licensed Brand — Sports, Collegiate

  • Football Greats Alliance – Pro Football Retired Players Association
  • Formula 1
  • NFLPA
  • Tokyodachi – Zephyr Headwear
  • U.S. Polo Assn.
  • WWE
  • Yale University

Best Retailer — Corporate, Lifestyle, Fashion, Sports Initiative

  • BoxLunch – McDonald’s
  • Discovery Expedition
  • GCDS – Bratz
  • PacSun – Coca-Cola
  • PacSun – Land Rover
  • Spirit Halloween & Spencer Gifts – Cheetos

Best Retailer — Entertainment, Character Brand

  • Bloomingdales – Space Jam: A New Legacy
  • Big W – Minecraft
  • Dream Toy – Squid Game
  • Hot Topic – Marvel Studios
  • Hot Topic – My Hero Academia
  • Joué Club – Batman
  • Saks Fifth Avenue – Harry Potter, Wizarding World

Best Location-Based Entertainment

  • Amy Winehouse Beyond the Stage – Design Museum, London
  • Barbie Ultimate Staycation – Grand Hyatt, Kyala Lumpur
  • Harry Potter: A Forbidden Experience – Thinkwell, Unify, Fever
  • Monopoly Lifesized – Gamepath Entertainment
  • NBA Store Arena – NBA Brazil
  • Nickelodeon Hotel & Resorts Riviera Maya

Best Licensed Collaboration

  • adidas x LEGO
  • Baccarat x Pokémon
  • Brown & Friends x Furla
  • Cochinelle x Barbie
  • Jurassic Park x Reebok
  • Sprite x Fila
  • The Simpsons x Balenciaga

Best Licensed Promotion

  • Angry Bird Problem? – Geico
  • Deliveroo’s Very Hungry Caterpillar – Deliveroo
  • PAW Patrol Waze Co-Pilot – Waze
  • Plant with Peppa Reforestation – Asda, Ecologi
  • Playmobil For Every Starbucks Buddy – Starbucks, Playmobil
  • Uber Famous Rides (TMNT, SpongeBob, Scooby) – Uber Rides

Best Licensing Agency

  • IMG
  • Pacific Licensing Studio
  • The Beanstalk Group
  • The Joester Loria Group
  • The Point.1888
  • Tycoon Enterprises
  • VIZ Media
  • WildBrain CPLG

 

Details of Licensing Expo opening night party released

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Licensing Expo, produced in partnership with industry trade association Licensing International, is celebrating the event’s long-awaited in-person return to the Mandalay Bay Convention Center this May 24-26.

A highlight of the schedule is the highly anticipated Opening Night Party in Association with ATLUS, sponsored by Banijay Brands and Konami Cross Media NY, which takes place on the first day of Licensing Expo, May 24.

The party kicks off at 6pm, and registered attendees are encouraged to arrive early as capacity is limited, and entrance is granted first-come, first-served. Exhibitors and attendees must be registered to participate in this year’s event and simply need to show their Licensing Expo badge for free access. Registration can be accessed here.

As the party is held at an outside venue, masks are not required for entry. Food and beverages will be available free of charge until the allocated amount is consumed, at which point bar items will become available for purchase.

Anna Knight, SVP of Licensing, Informa Markets, commented: “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. 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.”

“Bringing experiences to life is core to who we are as an industry and the Opening Night Party perfectly embodies just that,” says Kris Kojima, licensing specialist for ATLUS West. “We hope all guests registered for Licensing Expo attend the celebration and uses the party as an opportunity to enjoy being a part of such a creative and dynamic industry. Join us on May 24 at Daylight Beach Club to reconnect with old friends, meet the newest industry visionaries, and have fun!”

Recent registrants for Licensing Expo include Aldi, Aykroyd & Sons, Build a Bear, Danilo, Disguise, Jakks Pacific, Hallmark, Hot Topic, HTI Toys, Inditex, Macy’s, Mad Engine, Panini, Primark, Pyramid International, ROSMAN, Target, Walmart, Zulily and many more.

Sponsorship options are available for anyone looking to secure a space at the party; enquire here. To learn more, visit www.licensingexpo.com.

 

 

 

 

Licensing Expo previews 2022 Licensing U agenda

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Licensing Expo today revealed the 2022 Licensing U content agenda, developed and produced by trade association Licensing International to provide industry newcomers and those looking to advance their knowledge of licensing with elementary and trend-focused education on what they need to know about the $292-billion licensing industry.

Passes for Licensing U will become available on April 11. Those wishing to access the content must be registered to attend Licensing Expo and indicate their interest in the programme here to be notified once the platform opens.

For the first time, Licensing U content will be available both live and on-demand, enhancing the value of the experience for all attendees and exhibitors. First presented in-person at Licensing Expo on May 24-26, participants who have secured a Licensing U pass can enjoy the live sessions followed by Q&As and follow-ups in person with speakers. They can also benefit from a show floor tour with Licensing International to help them identify key trends and new brands, plus enjoy drinks reception at the Licensing International booth.

The on-demand content will become accessible via the online platform from May 26 to enable participants greater flexibility to engage with and revisit content at a time that best suits their schedule and prioritise meetings during the live event.

Sessions for the 2022 edition are strategically developed to advance the $292 billion global licensing industry, including:

Tuesday, May 24:

  • 9:30-10:00 am: Back to Basics

Learn everything you need to know about licensing if you’re new to the industry. This session answers all your questions about licensors, licensees, agents, and agreements.

  • 10:15-11:00 am: The New Rules of Retail

Forget what you thought you knew about the style guide because fast-fashion retailers’ desire for differentiation is all the rage. And by adapting your creative requirements, you can better respond to global and regional trends.

  • 4:00-4:30 pm: Press Play on YouTube and TikTok

The days of relying solely on linear media are long gone. YouTube and TikTok are the new juggernauts, which means it’s crucial to understand how these digital platforms capture consumers’ hearts and drive franchise development.

Wednesday, May 25:

  • 9:00-9:30 am: WTF is up with NFTs

Non-Fungible Tokens (NFTs) and the Metaverse are on everyone’s radar right now. But what exactly are they, and how can you take advantage of this new digital world?

  • 2:00-2:30 pm: Information Overload

More research is available than ever before, which is why it’s critical for companies to use that information effectively. Learn what part data should play in your decision-making process without stifling radical creativity.

  • 2:30-3:00 pm: The Lowdown on International Distribution Law

Product distribution in the US can be as broad or limited as the licensor permits, but the same can’t be said for the EU and the UK. Learn everything you need to know about global anti-competitive regulations and how to make the right commercial decisions for your business.

“The licensing industry must evolve at a rapid pace to stay in sync with the changing needs of consumers, making education and peer-to-peer deliberation more important than ever before,” says Maura Ragan, President of Licensing International. “We’ve never faced challenges quite like those experienced in the past few years, both as a collective industry and personally. This year’s edition of Licensing U will deliver expert-led, trend-focused education and will also serve as a creative outlet and a platform for much-needed conversation that we are proud to facilitate jointly with Licensing Expo.”

“We’re in a trend-driven industry,” says Anna Knight, SVP of the Global Licensing Group. “As such, it’s crucial for licensees and licensors alike to have a pulse on the latest trends that are shaping consumer behavior to inspire and drive business forward. 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.”

The speaker line-up of industry experts will be revealed in advance of the online platform opening on April 11, at which point conference passes will become available.

Licensing Expo’s continued momentum and an increasing number of exhibitors signing on daily have locked in registrations from thousands of sought-after retailers, licensees, and manufacturers. New and notable participants include American Eagle Outfitters, Target, Walmart, Zulily, Hot Topic, Mad Engine, Hallmark, Primark, Simba Dickie, Macy’s, PacSun, Pyramid International, and many more.

 

LICENSING EXPO PREVIEW I Perfetti Van Melle

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Italian Perfetti Van Melle is a global confectionery manufacturer and owner of power brands Mentos, Airheads, Chupa Chups and Fruit-tella, among many others. Licensing.biz caught up with them ahead of exhibiting at Licensing Expo in Vegas this May.

 

For those who don’t already know Perfetti Van Melle, who are you and how do you fit into the licensing industry?

Our company, Perfetti Van Melle, is one of the world’s global confectionery manufacturers and owner of many power brands such as Mentos, Airheads, Chupa Chups and Fruit-tella. We have been building international licensing programmes with these brands for many years. The Chupa Chups licensing programme started 25 years ago as a lifestyle programme. Today we diversify with our brands in both lifestyle and food and beverage extensions.

Do you have any recent news you can share with us?

We have just opened a spectacular Chupa Chups event at the Changhi airport in Singapore, where fans of the brand can be transported into a world of interactive and yummy-looking backdrops such as a carousel ride made of lollipops, a Ferris wheel or pose with moving larger-than-life lollipop daisies! The true eyecatcher of the event is the gigantic mega sized lollipop installation that has been proclaimed Singapore’s largest Chupa Chups lollipop by Singapore’s Book of Records, and which is already going viral.

We are thrilled about the ongoing success of the Chupa Chups sparkling drink range. The newly launched Chupa Chups Zero Sugar drinks in Strawberry and Lemon & Lime flavour have been awarded the 2022 Superior Taste Award by the prestigious International Taste Institute in Belgium. Seeing how these sparkling drinks are taking the world by storm, we are now exploring opportunities for Mentos drinks as well.

For Airheads, we are preparing the launch of a Market and Airheads drop this autumn, that will include limited-edition clothing and accessories as well as the first Airheads co-branded limited-edition Market flavour. Later this year, we have exciting launches coming up of mini figurines and toys by MGA L.O.L., Moose and Super Impulse with our brands Mentos, Chupa Chups and Airheads.

What are the biggest trends – challenges or opportunities – facing licensing and retail?

Our licensing business is very much global, so we are still affected by the consequences of the pandemic and also challenged by the uncertainty and impact that is provoked by the geopolitical situation. Trend-wise, the talk of the licensing town is all about the NFT/Metaverse business opportunities and sustainability policies. We are dedicating resources to understanding the business model, the trademark protection issues and how we can best fit in with our brands.

And what are the biggest trends across the food and beverage category?

We are seeing a huge appetite in the F&B aisles for innovative collaborations. Teaming up with trusted brands from adjacent food categories is an excellent way to offer novelty to the market.

On the other hand, there is an increasing need to pursue wellness and offer products that can cater to the need to indulge in a healthier way, which is why we advocate to develop better-for-you treats in the combined R&D efforts of our licensed products.

An area where we see a big growth potential is the protein category, in which we are exploring opportunities with leading companies for several brands at the moment.

Are you exhibiting at Licensing Expo for the first time? If so, what are you hoping to achieve from being on the show floor?

We have been visiting Licensing Expo for many years and have always had a presence through the first-in-class agencies who represent us in the USA: Seltzer Licensing for Airheads and Lisa Marks for Mentos and Chupa Chups. As it has become such a global showcase, we have started to exhibit with a corporate Perfetti Van Melle booth, too.

What excites you about returning to an in-person Licensing Expo?

There’s nothing like walking the aisles of the Expo to get a feel for what’s relevant in the ever-changing licensing scene. We also adore the opportunity to offer our business partners a sneak peek at our latest artwork developments, which we are renowned for. And we will admit, we do love to discuss business face to face with a smile!

What can visitors expect to see on your stand?

This year the star of the show will be Mentos, our most global and well-known brand. Visitors will be able to check out the colourful and trendy art assets we can offer with Mentos and examples of successful international launches, such as the one with Mentos & Sally Hansen. And as usual, there will be a splash of colour that transmits the fun of our brands and a treat for all is guaranteed!

Perfetti Van Melle will be at Bayside Exhibit Hall – Level 1 — D136 at Licensing Expo 2022, 24–26 May, Mandalay Bay Convention Center, Las Vegas.

 

Licensing Expo 2022 delivers on commitment to sustainability with Products of Change

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The Global Licensing Group, organisers of Licensing Expo, today announced a continuation of its strategic partnership with Products of Change (POC), a global educational hub aimed at driving sustainable change across the consumer product markets and beyond.

Returning as an instrumental partner following last year’s successful implementation at Brand & Licensing Innovation Summit (B&LIS) Europe and Brand Licensing Europe, the expanded initiative represents an ongoing commitment to facilitate industry-wide change and help as many as possible across the industry to take the first steps into their sustainability journey.

Licensing Expo and Products of Change will be delivering two free-to-attend sessions 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, CEO at 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.

Furthermore, all attendees and exhibitors have access to the Sustainability Business Lounge to arrange 121 Clinics with Products of Change experts and consultants and receive free counsel on where to focus their long-term sustainability efforts. Meetings will be scheduled on a first-come-first-serve basis and can be booked in the dedicated Meetings Platform available to all registered attendees – the online platform will be accessible from April 11.

Alongside the robust education made available to all event participants, Licensing Expo and Products of Change are dedicating significant resources to bring sustainability and DEI to the forefront to drive long-lasting change, encompassing:

  • Measuring and reducing carbon footprint: Top-line commitments for 2023 include managing waste streams, from significantly reducing carpet on the expo floor to identifying digital alternatives to signage and printed materials.
  • Hosting activations that showcase real-world examples of how licensed products can be produced ethically and using sustainable methods while remaining visually stimulating, on-brand, and commercially viable.
  • Providing a platform to amplify diverse voices, working in tandem with Black Lives Matter Licensing, Products of Change, Women in Toys, and other relevant organisations
  • Holding the License This! competition at Licensing Expo and BLE to elevate voices and brands that lack the investment or experience needed to broker licensing deals.
  • Running a Retail Mentoring Program for junior retail buyers. A year-long program that consists of seminars, coaching and mentoring, brand owner site visits, and expo passes to encourage the younger generation to pursue future career opportunities in the retail space.

“Sustainability and DEI are top of mind for us as leaders in the trade show sector; its critical to model behavior that drives real progress and deeply roots sustainable practices in the industries we serve,” says Anna Knight, SVP of the Global Licensing Group, Informa Markets. “We are so proud to renew and strengthen our partnership with Products of Change to, first, spread awareness of the long-lasting impact each individual can have on our planet’s health, followed by instilling sustainability into the core of each business’ operations. Our ambition is for the licensing industry to lead by example, encouraging others to follow suit, and we look forward to laying the foundation at Licensing Expo.”

Helena Mansell-Stopher, CEO, Products of Change adds, “With the lack of in-person events over the last two years, Licensing Expo is going to be a celebration of the industry coming back together globally, pivotal to this is how we future proof the industry as consumers mindset shifts and technology advances. Because of this, POC is proud to partner with the Global Licensing Group to highlight the importance of transitioning the industry to a sustainable future. Attendees can join the POC team for 121 in-person clinics in the Sustainability Business Lounge to see how the industry is advancing and take advantage of a variety of panels and debates on the Licensing University theatre throughout the three days. Sustainability is a global challenge, and I can’t wait to see how we can advance the industry together.

“It’s been great to work with the Global Licensing Group on ways they can make their events – Licensing Expo, Brand Licensing Europe, Brand & Licensing Innovation Summits – 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.”

In 2021, B&LIS Europe and Brand Licensing Europe (BLE) welcomed POC as a strategic partner to the Global Licensing Group to promote actions the broader licensing community has already taken. The joint efforts included:

  • Producing a 2,000 square foot Sustainability Activation Feature – the activation was the single most visited stand at the event.
  • Elevated notoriously unsustainable categories within the licensing industry, using real-world illustrations and products to showcase progress in these groups. An example included showing how an apparel company could switch from producing fabric samples to using 3D modeling.
  • POC experts ran a 121 Sustainability Clinic to provide strategic guidance on how attendees and exhibitors alike can take a more sustainable-focused approach to business.

“We’re conscious of the various societal concerns that the licensing and trade show industries, often unconsciously, contribute to and recognise the value of working with our peers to solve big challenges,” says Anna Knight. “We invite you to join us at Licensing Expo this May and engage with the education available, learn about sustainable and inclusive practices, and reflect on what you can do to drive progress. In time, our collective efforts will catalyse real progress.”

To learn more about the sustainability and DEI initiatives at Licensing Expo and secure a free visitor pass for the upcoming event held May 24-26, visit www.licensingexpo.com.

 

Licensing Expo 2022 delivers on commitment to sustainability with Products of Change

Posted on by

The Global Licensing Group, organisers of Licensing Expo, today announced a continuation of its strategic partnership with Products of Change (POC), a global educational hub aimed at driving sustainable change across the consumer product markets and beyond.

Returning as an instrumental partner following last year’s successful implementation at Brand & Licensing Innovation Summit (B&LIS) Europe and Brand Licensing Europe, the expanded initiative represents an ongoing commitment to facilitate industry-wide change and help as many as possible across the industry to take the first steps into their sustainability journey.

Licensing Expo and Products of Change will be delivering two free-to-attend sessions 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, CEO at 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.

Furthermore, all attendees and exhibitors have access to the Sustainability Business Lounge to arrange 121 Clinics with Products of Change experts and consultants and receive free counsel on where to focus their long-term sustainability efforts. Meetings will be scheduled on a first-come-first-serve basis and can be booked in the dedicated Meetings Platform available to all registered attendees – the online platform will be accessible from April 11.

Alongside the robust education made available to all event participants, Licensing Expo and Products of Change are dedicating significant resources to bring sustainability and DEI to the forefront to drive long-lasting change, encompassing:

  • Measuring and reducing carbon footprint: Top-line commitments for 2023 include managing waste streams, from significantly reducing carpet on the expo floor to identifying digital alternatives to signage and printed materials.
  • Hosting activations that showcase real-world examples of how licensed products can be produced ethically and using sustainable methods while remaining visually stimulating, on-brand, and commercially viable.
  • Providing a platform to amplify diverse voices, working in tandem with Black Lives Matter Licensing, Products of Change, Women in Toys, and other relevant organisations
  • Holding the License This! competition at Licensing Expo and BLE to elevate voices and brands that lack the investment or experience needed to broker licensing deals.
  • Running a Retail Mentoring Program for junior retail buyers. A year-long program that consists of seminars, coaching and mentoring, brand owner site visits, and expo passes to encourage the younger generation to pursue future career opportunities in the retail space.

“Sustainability and DEI are top of mind for us as leaders in the trade show sector; its critical to model behavior that drives real progress and deeply roots sustainable practices in the industries we serve,” says Anna Knight, SVP of the Global Licensing Group, Informa Markets. “We are so proud to renew and strengthen our partnership with Products of Change to, first, spread awareness of the long-lasting impact each individual can have on our planet’s health, followed by instilling sustainability into the core of each business’ operations. Our ambition is for the licensing industry to lead by example, encouraging others to follow suit, and we look forward to laying the foundation at Licensing Expo.”

Helena Mansell-Stopher, CEO, Products of Change adds, “With the lack of in-person events over the last two years, Licensing Expo is going to be a celebration of the industry coming back together globally, pivotal to this is how we future proof the industry as consumers mindset shifts and technology advances. Because of this, POC is proud to partner with the Global Licensing Group to highlight the importance of transitioning the industry to a sustainable future. Attendees can join the POC team for 121 in-person clinics in the Sustainability Business Lounge to see how the industry is advancing and take advantage of a variety of panels and debates on the Licensing University theatre throughout the three days. Sustainability is a global challenge, and I can’t wait to see how we can advance the industry together.

“It’s been great to work with the Global Licensing Group on ways they can make their events – Licensing Expo, Brand Licensing Europe, Brand & Licensing Innovation Summits – 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.”

In 2021, B&LIS Europe and Brand Licensing Europe (BLE) welcomed POC as a strategic partner to the Global Licensing Group to promote actions the broader licensing community has already taken. The joint efforts included:

  • Producing a 2,000 square foot Sustainability Activation Feature – the activation was the single most visited stand at the event.
  • Elevated notoriously unsustainable categories within the licensing industry, using real-world illustrations and products to showcase progress in these groups. An example included showing how an apparel company could switch from producing fabric samples to using 3D modeling.
  • POC experts ran a 121 Sustainability Clinic to provide strategic guidance on how attendees and exhibitors alike can take a more sustainable-focused approach to business.

“We’re conscious of the various societal concerns that the licensing and trade show industries, often unconsciously, contribute to and recognise the value of working with our peers to solve big challenges,” says Anna Knight. “We invite you to join us at Licensing Expo this May and engage with the education available, learn about sustainable and inclusive practices, and reflect on what you can do to drive progress. In time, our collective efforts will catalyse real progress.”

To learn more about the sustainability and DEI initiatives at Licensing Expo and secure a free visitor pass for the upcoming event held May 24-26, visit www.licensingexpo.com.