Licensing Expo previews 2022 Licensing U agenda

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.


BLE 2021 brings Licensing International’s Licensing U to European audiences for the first time

Brand Licensing Europe (BLE) in partnership with industry trade association Licensing International, is launching Licensing U for Europe, a ‘one-stop-shop’ education programme about the $292bn licensing industry for newcomers and experienced professionals.

Licensing U will take on a fully virtual format with the content being available to view on demand for three months from 22 November 2021 allowing delegates to engage with and return to the content at a time that best suits them. Early bird discounts are available from now until 8 October.

The content, which has proved to be a popular staple of Licensing Expo’s programme over the past few years, will bring the same three tracks to its UK debut in November, offering insight into the topics and trends impacting the brand licensing universe.

Topics range from the ‘Basics of international licensing’ and ‘What you need to know about royalty rates’, to ‘Working with agents and consultants’.

The three content tracks are:

  1. Basics of Licensing: Designed for licensing newcomers and those interested in learning more about the industry, Licensing U’s ‘Basics’ track offers an introduction to how the licensing business works, contracts and other legal basics, royalty rates, style guides, retail development and more.
  2. Spotlights: Licensing professionals are invited to take a deeper dive into key industry segments with Licensing U’s ‘Spotlights’. The sessions will focus on specific areas such as art and design, corporate brands, celebrities and influencers, sports, entertainment, collaborations, and location-based entertainment.
  3. Tactics and Strategies: Aimed at the more seasoned licensing professionals, Licensing U’s ‘Tactics and Strategies’ track features more advanced sessions and will tackle some of the latest topics and trends impacting today’s licensing industry, including eSports, NFTs and more.

Anna Knight, VP of Licensing, Informa Markets, said: “It is always a pleasure to partner with Licensing International and we are thrilled to bring Licensing U to European delegates this November. It is such a distinctive time for our industry when continued education is paramount, providing much-needed refresher courses for practiced professionals and serving as a gateway into the exciting world of licensing for those starting their journey.”

Maura Regan, President, Licensing International, added: “Licensing U has been the content cornerstone of Licensing Expo and we are excited to bring this programming to BLE. Relevant, timely information sessions combined with recognised industry leaders offer resources to help licensing professionals at all levels of their careers. Licensing U is a trusted resource designed to serve the licensing industry.”

Attendees can take advantage of the early bird discount by booking before October 8. Licensing International members benefit from an additional 10 per cent discount.