The Global Licensing Group is rebranding as Brand Licensing by Informa, introducing a new name and visual identity that reflect the licensing industry’s expanding scope.
The organization, which has served the licensing community for more than 40 years, says the change recognizes the industry’s evolution beyond traditional licensed consumer products to include brand collaborations, partnerships, live and digital experiences, and cross-category extensions. The new tagline, “Unexpect the Expected,” highlights the creative possibilities of brand licensing.
“We sought to create something that captures the creativity and passion this industry embodies, and invites customers to imagine and innovate,” shares Mathilde Le Borgne, Marketing Director of Brand Licensing by Informa. “Brands present limitless opportunities.”
The rebrand also brings updated names to several events in the group’s global portfolio. Licensing Expo in Las Vegas will become Brand Licensing Expo, taking place May 25-27, 2027. Licensing Expo China will become Brand Licensing China, scheduled for July 14-16, 2027, while France Licensing Day will become Brand Licensing France, taking place June 30, 2027. Brand Licensing Europe will retain its name and return to London Sept. 28-30, 2027. License Global will also keep its existing name.
“Today’s licensing landscape is a dynamic ecosystem of brand collaborations, partnerships, extensions, and activations,” says Anna Clarke, Senior Vice President of Brand Licensing by Informa. “Our shows and media have grown through each change. This rebrand reflects our confidence in where we are headed.”
The new branding launches across event websites and License Global platforms. The refreshed identity will also appear in License Global’s Leading Brand Manufacturers report, scheduled for release Nov. 5.
According to License Global’s Top Global Licensors report, retail sales of licensed consumer products totaled more than $338 billion in 2025, up $30 billion from the previous year. Brand Licensing by Informa says its global portfolio reaches a community of more than 100,000 active licensing professionals, while retail attendance at its events has more than doubled over the past five years.
“Retailers are increasingly open-minded about how they approach brand partnerships,” adds Laura Freedman-Dagg, Director of Retail and Strategic Attendee Engagement for Brand Licensing by Informa. “They are all chasing the same thing: authentic connections with passionate fan communities. Our brand evolution reflects this new reality.”
The organization plans to introduce additional enhancements in 2027, including updated event identities, expanded networking and educational programming, and new thought leadership content through License Global’s media platforms.
The events remain sponsored by association partner Licensing International. Learn more at brandlicensingbyinforma.com.
