Magic Light Pictures supports global growth with three promotions

Multi award-winning Magic Light Pictures, home of The Gruffalo, has announced a series of promotions across its brand and licensing departments.

Aidan Taylor-Gooby has been promoted to Head of Licensing, leading Magic Light Pictures’ successful licensing business. In his new role Aidan will oversee commercial activity across licensed consumer products, brand partnerships and live experiences globally.

As well as focusing on the continued growth of Magic Light’s evergreen Julia Donaldson/Axel Scheffler titles including The Gruffalo, he will lead the roll-out of the preschool ratings hit Pip and Posy, currently broadcasting daily on Milkshake! and Sky Kids.

Aidan joined Magic Light in July 2017 from Modest Management, where as Brand & Licensing Manager he developed award-winning licensing campaigns for global music acts One Direction, Little Mix, 5 Seconds of Summer and Olly Murs. Aidan began his licensing career at Banijay Kids, creating consumer products partnerships for preschool properties Waybuloo, Mister Maker, Little Princess and Tickety Toc.

Alex Sanson is promoted to Senior Brand Manager. Since 2013 Alex has worked across product development, licensing and marketing for the Gruffalo family of brands. Alex has worked with major partners such as Eden Project, Yorkshire Tea, Kew Gardens and The Royal Mint. She will continue to develop Gruffalo partnerships with Merlin Entertainments, Forestry England, Arla Big Milk and Twycross Zoo.

After the enormous success of Superworm last Christmas, the fourth most-watched show on Christmas Day, Alex will build on her work with BBC One for the launch of the animated specials.

Bridie Gibbs takes on additional responsibilities as Product Development Manager, responsible for all product development and approvals across Magic Light’s portfolio. Bridie joined Magic Light in March 2018 from Santoro, where as Product Development Executive she worked across high-end gift and lifestyle products, including fine art brands such as “Gorjuss”.

Leaving the Magic Light team is Brand Director Daryl Shute. After sixteen years with the company, Daryl decided the time was right to explore new opportunities. As Brand Director, Daryl oversaw the growth of the Gruffalo brand both in the UK and internationally, developing and delivering a licensing and brand engagement strategy for sustained long-term growth and successfully building the in-house licensing team.

Martin Pope and Michael Rose, Joint Managing Directors at Magic Light, said: “Daryl played an immense role in the growth of Magic Light over 16 hugely successful years and we will be forever grateful for his tremendous contribution. We absolutely respect his desire to explore new opportunities, but he will be greatly missed.

“We’re delighted that the team and strategy Daryl has built are all in place for continued growth in the years ahead, and look forward to Aidan, Alex and Bridie stepping up and enjoying the challenge of their new roles.”

Rocket Licensing signs Little People, BIG DREAMS

Rocket Licensing has announced that it will be representing children’s book property Little People, BIG DREAMS, and will build a consumer products programme for the inspirational brand.

Little People, BIG DREAMS is the original and bestselling series of illustrated biographies exploring the lives of outstanding people for readers aged three to seven years old. The subjects of the books range from designers and artists to scientists and activists, all of whom have achieved incredible things, but began life as a child with a dream.

Told as a story, with a facts and photos section at the back, the children’s series, published by Frances Lincoln Children’s Books, part of the Quarto Group, and created by Maria Isabel Sánchez Vegara, has sold over 7.5 million copies worldwide and been published in 35 languages.

With such a diverse range of people as subjects, the brand offers the perfect way to celebrate key milestones throughout the year, including titles such as Marie Curie on International Women’s Day; Frida Kahlo on World Book Day; a variety of sporting icons like Muhammad Ali for sporting events; Stephen Hawking for British Science Week; and Nelson Mandela during Black History Month. Little People, BIG DREAMS aims to inspire every little dreamer’s ambition.

Planned titles for 2022 include Neil Armstrong, Laverne Cox, Nikola Tesla, Mae Jemison and many more. The series will also publish its 100th title in 2023, to be announced soon.

Rocket will be discussing the exciting brand with licensees across a wide range of categories, and plans to create a licensing programme including apparel, dress-up, games and puzzles, publishing, stationery, gifting, and much more. A brand-new style guide will be available for licensing partners, using the stunning illustrations from the series.

Charlie Donaldson, joint MD, Rocket Licensing, commented: “Little People, BIG DREAMS is a unique and inspirational brand, which brings history and culture to life for the younger generation in a fun, bright and colourful way. We’re really looking forward to bringing the property into the homes and lives of children across a wide range of consumer products.”

Shannon Cullen, Group Publishing Director for Children’s at Quarto Group, added: “We are so proud of the way our bestselling series has inspired children all over the world to achieve their dreams. It’s an exciting opportunity to be working with Rocket and our series creator, Maria Isabel Sánchez Vegara, on bringing these stories to life off the page.”

Luiz Ferreira appointed as Fanattik Sales Director

Fanattik, the award-winning UK based pop culture gift licensee, has appointed Luiz Ferreira to the position of Sales Director.

Luiz started with Fanattik as a consultant three years ago before moving up to head of sales, and now as Sales Director he will be managing relationships with gift retailers throughout the UK, mainland Europe, MENA and Australasia.

Fanattik is a gift, home décor, barware and collectibles licensee for Hasbro, CBSViacom, Universal Studios, Microsoft, Bethesda, Capcom, Studio MDHR and many more.

A gaming and film fan himself, Luiz brings more twenty years’ experience working with pop culture merchandise to the role.

Anthony Marks, M.D Fanattik, says: “With a number of high-profile licensing agreements which we will be announcing post Las Vegas Licensing Expo, we needed someone on the senior team to help support the national gift retailers Fanattik supplies throughout Europe and beyond. Luiz has a proven track history in doing that.”

For further details on Fanattik, email

Sanrio creates My Hello Kitty Cafe on Roblox

Sanrio has debuted My Hello Kitty Cafe on Roblox. The immersive experience, created in partnership with game development studio Rock Panda, enables visitors full control over their very own cafe in the Hello Kitty universe. Community members have the chance to build from the ground up, manage, and expand their cafe with help from Hello Kitty and her friends.

Starting from a simple cafe truck all the way to a massive coffee house, the fun and creativity is endless. With a built-in Gacha system, members can collect an array of different Hello Kitty themed staff members along with multiple characters from Sanrio.

“For several decades, our core values of friendship and kindness have helped build a positive community in the physical world. As the world moves to the digital space, we are evolving with our audience to create authentic digital experiences that are uniquely Sanrio,” says Craig Takiguchi, Chief Operating Officer and Head of Business Development at Sanrio, Inc. “Sanrio’s online presence will allow players of all ages to express themselves through our characters and extend the inclusive and kind Sanrio community to the digital world.”

As visitors progress through the experience, they’ll unlock familiar characters such as My Melody, Pompompurin, and Keroppi, along with many surprise characters. They can style their cafes with unique Hello Kitty decor, create original menu items for their customers, or hop on the Shinkansen to explore Hello Kitty City and visit a friend’s Cafe Town to see what they are up to.



MGM to host third annual virtual licensing summit

MGM Consumer Products announced today that it will host its third annual virtual licensing summit on 3 May, following up on the success of the previous year’s event. Upcoming initiatives and sneak peeks will be unveiled for iconic brands including Pink Panther, Wednesday, Creed III, Vikings: Valhalla and more.

In addition, MGM plans to discuss how the studio’s licensing division is building out its popular sci-fi and horror portfolios and reimagining those categories with the expansion of Midnite Movies and the introduction of Sci- Fi Stories. MGM will also spotlight several other iconic properties, including Pink Panther’s 60th anniversary and the expansion of licensing programmes around Creed III, Wednesday and Vikings: Valhalla tied to recent and upcoming series and movie debuts.

MGM continues to evolve and expand its strategy around an extensive roster of licensees and other strategic partnerships in apparel, accessories, gaming, home and collectible categories, as well as live events and location-based experiences. During the presentation, attendees will get an overview of the breakout events and anniversaries that lie ahead, opportunities for collaboration, and some special announcements.  Brands that will be presented during the virtual event include:

  • Creed III Creed is in the spotlight this year with the highly anticipated third installment, starring Michael B. Jordan in his directorial debut, set to hit cinemas on November 23, 2022. The MGM team is actively building a licensing programme around the tentpole after its success with the VR game, Creed Rise to Glory and the recently launched console game, Big Rumble Boxing: Creed Champions.
  • Vikings: Valhalla Following the immense success of Vikings, which transported viewers through the epic adventures of the world of Viking warrior Ragnar Lothbrok, with the series reaching an incredible 625 million cumulative views across its six seasons and 89 episodes, MGM Television’s Vikings: Valhalla is the newest chapter to thrill the franchise’s army of fans. Set 100 years after the original series, the heart-pounding, unstoppable action dramatically tells the story of family, loyalty, power and the most famous vikings who ever lived: Leif Erikson, Freydis, Harald Harada and Norman King William the Conqueror. Vikings: Valhalla Season One premiered February 25 and ranked #1 on the Netflix Top 10 for the week of 2/28/2022 with 113.38M hours viewed, making the Top 10 in 90 countries. Stemming off that success, MGM has exciting plans in the works for the new Vikings: Valhalla licensing programme, including apparel and accessories from Hot Topic, C&A Modas, Marketing Licensed Products, Hybris Productions, TatooedNow!, Nastrovje and Ecell Global. Viking inspired costumes are also available from Fungilobal Development, along with collectibles, toys/games and decor from GB Eye and Winning Moves International.
  • Wednesday and The Addams Family The Addams Family’s appeal spans generations with fans loving the timeless theme song and relating to the diverse cast of characters in their multigenerational family. Later this year, the new Netflix series, Wednesday, is set to debut and is focused on the beloved character  Wednesday, with Tim Burton as director. Wednesday follows Wednesday Addams’ misadventures as a student at Nevermore Academy, a very unique boarding school in New England.  This series introduces Wednesday not only in a new boarding school environment, but also as a teenager, where she attempts to master her emerging psychic ability, thwart a monstrous killing spree that has terrorized the local town, and solve the supernatural mystery that embroiled her parents 25 years ago – all while navigating her new and very tangled relationships at Nevermore. Wednesday and The Addams Family offer unique opportunities for licensing and merchandising and MGM will look to expand everyone’s favourite Halloween family into a year round seasonal programme.
  • Pink Panther MGM’s iconic character, Pink Panther, started life nearly 60 years ago in the front and end credits of the legendary detective series of the same name. Its popularity spawned TV series, specials, comics, merchandise and has even become associated with the colour pink worldwide. In 2020, MGM unveiled a brand-new shade of pink with Pantone for the beloved character, Pink Panther pink, which is a vibrant hue with undertones of blue and yellow, embodying the character’s famously smooth style that has helped to establish his place in the larger cultural zeitgeist. With a new colour tone, and a film in development, MGM is taking Pink Panther to exciting new heights and will be discussing special moments planned for 2023, including the first annual Pink Panther Month in June, ahead of its 60th anniversary in 2024, with a roster of new and first-time partners, as well as opportunities across merchandising, gaming, and other licensing categories.
  • MGM Horror Portfolio MGM has one of the most sought-after horror libraries and the studio’s  unique “Midnite Movies” umbrella branding provides licensing opportunities featuring retro-style designs inspired by MGMs cult classic gems including Killer Klowns from Outer Space. In addition to their expansive plans around “Midnite Movies,” the team also has plans heading into the next year around unique retail activations, robust merchandising, gaming products and more tied to their large portfolio of iconic films including Carrie, Poltergeist, Silence of the Lambs, Teen Wolf, and Amityville Horror. While MGM has a vast collection of classics, it also has newer breakout hits and upcoming debuts including recent box office hit Candyman, which earned nearly $60M in box office ticket sales, as well as Jeepers Creepers and Army of Darkness.
  • The Launch of Sci-Fi Stories, Robocop 35th Anniversary, + The Expansion for the Sci-Fi Portfolio New for 2022, MGM’s licensing team is introducing a new umbrella brand called Sci-Fi Stories, including beloved hits like Robocop, Stargate SG-1, War Games, Cyborg, Species and Outer Limits.  With Sci-Fi Stories, MGM aimes to partner with licensees to build out programmes that not only have nostalgic appeal for fans who grew up with the franchises, but also introduce this treasure trove of content to a new generation of fans. Among the properties in the Sci-Fi Stories collection  is Robocop, one of Hollywood’s most iconic film franchises, with five films that transcend pop culture and IP with a strong legacy in the gaming space.  Robocop is celebrating its 35th anniversary this year and continues to appeal to fans globally through a robust consumer products and licensing programme, along with timeless movies that introduced this pop culture phenomenon. Additionally, Stargate-SG1, which has captured the imaginations of sci-fi lovers and inspired legions of fans around the world, is turning 25 this year, and MGM is leaning into the gaming category for this property with recent launches of highly anticipated titles including Stargate: Timekeepers and Astrokings x Stargate. Beyond Stargate-SG1 and Robocop, MGM will be building out programs around the Sci-Fi Stories brand and the amazing IP within the portfolio.
  • Rocky The Rocky franchise has remained a global phenomenon because it presents moviegoers with universally relatable themes – ambition, passion, determination and giving it your all to be a champion, even when the odds are against you. MGM’s Rocky and Creed films have generated more than $1.3 billion in worldwide box-office sales, three Academy Awards, and 10 nominations. In addition, the Rocky franchise kicked off its 45th anniversary in November 2021 with a number of activations and new products set to roll out over the year, including a movie-themed concert series from TCG Entertainment, Rocky Tour Experience with the Bounce app, and Rocky-themed athletic run. Exciting new merchandise will also be available throughout the year, including footwear from Foot Locker x Diodoro, a stylish clutch from Olympia LeTan, Rocky apparel from Contenders, a new video game, Creed: Big Rumble Boxing, and collectibles from Funko and Fanatics.
  • Legally Blonde The box-office smash continues to resonate with new fans, and with Legally Blonde marking its 21st anniversary in 2022, MGM has planned a Legally Blonde Turns 21 licensing celebration built around the movie’s key tenets: empowerment, education, humour, and pink fashion. MGM has some exciting licensees on board, such as Olympia Le Tan, Park Agencies and Funko, and will also be launching a movie-themed concert tour later this year with TCG Entertainment to celebrate the fun music of this widely loved franchise. In addition, the first ever Legally Blonde mobile game will launch this year, combining puzzle and choice-based narrative mechanics with the empowering themes and positive messages of the films. Legally Blonde is also set to return to the big screen with Mindy Kaling and Dan Goor co-writing the script for the film’s third iteration, Legally Blonde 3, which will see Reese Witherspoon reprise her role as the beloved Elle Woods.
  • Reimagination of the MGM LogoIn 2021, MGM’s logo got a CGI makeover reimagining the beloved “Leo the Lion” for a new generation.  The team decided to reimagine the logo in anticipation of MGM’s 100th anniversary in 2024.  The new logo leans into the history of MGM’s iconic portfolio, while also giving the brand a fresh, modernised look. It has already inspired several new lifestyle guides starting this year with the MGM Trademark Licensing programme.  MGM will continue to grow their robust licensing program around the new logo, which in the past has included deals with popular fashion brands like Zara and H&M.

Robert Marick, Executive Vice President, MGM Global Consumer Products & Experiences, says: “MGM’s iconic roster of properties have resonated with generations and continues to be at the forefront of pop culture. We are always looking for new and exciting ways to connect with fans and build licensing programs and partners that bring these beloved stories to life.”

MGM is looking to continue to grow the brand’s licensing portfolio across multiple categories including collectibles, publishing, games, interactive, and more.  For more information on the Licensing Summit, contact

Fashion and music come together in Wrangler x Fender collection

American heritage brand Wrangler and Fender Musical Instruments Corporation, the world’s leading guitar manufacturer, today announced an exclusive collaboration marking 75+ years of cultural influence.

The two brands have come together to launch Wrangler x Fender, an exclusive collection of denim and graphic tees bringing to life the heritage and history of each icon. The collaboration is built around the defining black and blue lived-in denim uniform worn by guitarists for decades.

“Wrangler and Fender each have origin stories rooted in the creation of practical and functional products,” says Holly Wheeler, VP Global Marketing, Wrangler. “As denim styles have evolved over the years through fits, finishes and function, the driving role guitar-driven music has played in fashion is undeniable. We’re excited to have these two American icons join together to launch the Wrangler x Fender collection as we honour the artists and legends who have inspired us, and celebrate with the fans who have been moved by the music.”

The Wrangler x Fender launch campaign features several notable faces from the music industry, including rock ‘n’ roll progeny and acclaimed fashion model Georgia May Jagger, country artist and songwriter Orville Peck, and country artist Stephanie Quayle.

“As trends in music and fashion continue to evolve, Fender remains at the forefront of championing new soundtracks to match new styles. Through partnering with Wrangler, Fender is able to inspire musicians, creatives and fashionistas alike,” says Richard Bussey, Vice President Accessories, Lifestyle and Licensing at Fender. “At its core, both music and fashion are about expressing your truest self. The exclusive Wrangler x Fender collaboration forms a tightly woven bond between the music and fashion industries, inviting all generations of creatives to celebrate their personal flair.”

The Wrangler x Fender collection of styles features details designed to fit every musical preference including vintage-inspired graphic tees, fringe and paisley prints. The collection also features patched, distressed and classic denim with built-in guitar pick sleeves.

Wrangler and Fender fans alike can also look forward to an expansion of the collection late this summer, which will include unique guitar accessories featuring authentic Wrangler denim and materials.

These co-branded accessories, including straps, cases and picks ranging from $9.99 to $249.99, will be available on and at select dealers globally.

The Wrangler x Fender hero collection launching today is available on, and in key stores including Nordstrom, Boot Barn, Cavenders, Buckle, Urban Outfitters and Free People. Retail prices range from $35-$189.


Silvergate Media announces new episodes of Octonauts: Above & Beyond

Silvergate Media has confirmed that a second season of Octonauts: Above & Beyond will make its global debut on Netflix on 2 May 2022. The new episodes follow the debut of this Octonauts spin-off last September where the intrepid crew proved themselves as heroes on land as well as underwater.  

In the new episodes, the Octonauts will continue to explore dynamic landscapes, experience new climates, rescue animals and protect the land they live on. Highlights include a 22-minute special, Rainforest Rescue, which sees the Octonauts embark on an adventure through the Amazon rainforest canopy to rescue a baby eaglet. Fans will also be thrilled by the introduction of three new Terra Gups to the Octonaut’s land-based vehicle fleet, based on a Giraffe Weevil, Turtle and Centipede. 

The launch of Octonauts: Above & Beyond Series 2 is perfectly timed to support the roll-out of the highly anticipated new toy range from global master toy licensee Moose Toys. Set to launch this summer, the new collection will bring the show to life with figures, vehicles, playsets, plush and more. Octonauts: Above & Beyond will feature alongside classic Octonauts lines adding depth to the growing consumer products programme.

“The expansion of the Octonauts and the broadening of the much-loved universe onto land creates a wealth of exciting new opportunities for our consumer products programme,” says Ron Allen, EVP Commercial at Silvergate Media. “We’re delighted to be continuing partnering with Netflix and are wholly committed to working with our partners, including Moose Toys, to entertain and educate young children about the wonders of the natural world.”

Moose Toys partners with Silvergate Media for new Octonauts toy line

Brand Licensing Europe announces fashion as main theme for 2022

This year’s theme for Brand Licensing Europe, taking place on 20-22 September at ExCeL London, will be fashion. Visitors and exhibitors will be able to enjoy interactive features showcasing some of the biggest fashion licensing deals over the past year.


The fashion theme will weave its way throughout the event, including:

  • High-end product showcases on display close to the catwalk and in the main entrances, featuring products modelled in the catwalk shows
  • The License Global Theatre is moving back to the show floor for 2022 and will include several sessions and two keynotes dedicated to fashion
  • Products of Change make a very welcome return to Brand Licensing Europe and will be a powerful driver behind communicating the importance of sustainability in fashion

Ten 15-minute fashion shows will hit the central catwalk across three days, themed around key licensing categories. Retailers, designers and manufacturers can expect professional, expertly made-up and choreographed models (covering both kids and adult ranges) to be featured as brands’ collections are displayed on the catwalk.

The catwalks will cover multiple categories, including: Collabs, Food & Beverage, Footwear, Kids, Sports & Athleisure, Sustainability and Culture & The World.

Each show will also be live-streamed across the show floor and in both the central boulevard and West Podium at ExCeL London.

Anna Knight, SVP of Licensing, Informa Markets, says: “From Primark x Greggs, H&M x Keith Haring Mark II and Natural History Museum x Fat Face, to Selfridges opening as a fully-functioning online retailer in the Metaverse and amazing in-store experiences popping up all over the world, fashion is an incredibly exciting space to be in right now. The impact it can have on brands, and brands can have on it, is endless.”

For more details, enquire here.


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

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

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