The show must go on!
Licensing Expo — the world’s largest licensing trade show — is back in action and will return to Las Vegas from May 24-26, 2022. Informa Markets and Licensing International confirmed plans to move forward with an in-person show to reunite the licensing community at the Mandalay Bay Convention Center (MBCC) following a two-year, pandemic-fueled hiatus. The decision was made with the support of many of the world’s top toymakers, including Hasbro, The LEGO Group, Mattel, Spin Master, and more.
“While we are still living and working during a pandemic, the health and safety of everyone attending Licensing Expo will remain our number one priority, and this year’s event has been specifically designed to account for varying levels of attendee comfort with a range of options to suit, whether that’s a preference for one-on-one interaction or to maintain physical distance,” says Informa Markets’ Vice President of Licensing Anna Knight.
In addition to the previously mentioned toymakers, the growing roster of companies planning to exhibit in Las Vegas includes ViacomCBS, Warner Bros. Consumer Products, NBCUniversal, Sony Pictures Consumer Products, Joester Loria Group, Beanstalk, Buzzfeed, The Pokémon Co. International, NFL Players Association, Games Workshop, Peanuts Worldwide, Bandai Namco Entertainment America, Frida Kahlo, Yale University, MGM Studios, BBC Studios, Crayola Properties, BrandComply fueled by Octane5, and The Topps Co./Garbage Pail Kids (GPK).
This year’s event will be themed for the first time ever: Location-Based Experiences (LBE). Prior to the pandemic, a number of companies were planning entry into the LBE space with activations planned for theme parks, family entertainment centers, arcades, escape rooms, and more.
“LBE really suffered during the pandemic lockdowns, but experiences have now reopened to customer delight and the sector is predicted to boom,” Knight says. “It’s been interesting to note the increasing number of collabs between brands and LBE in recent years. We’re keen to shine a light on this growing licensing category and excited to investigate its future with Licensing Expo attendees.”
This year’s Licensing Expo will be supported by a digital platform.
In accordance with the latest safety guidelines pertaining to the COVID-19 pandemic, all Licensing Expo participants will be required to wear a face mask while indoors at the MBCC and present proof of vaccination or a negative COVID-19 test. Onsite testing will be available at the participants’ expense and compliance to mask-wearing guidelines will be monitored by Informa Markets’ onsite team. It should be noted that these rules will be enforced regardless of Nevada state mandates.
Additional details and registration information can be found on the Licensing Expo website.
