“We want to reinvent by partnering with the industry not by telling the industry.”
That statement, emphasis included, came down from the organizers of Licensing Expo as the cross-pollinating landscape of toys, games, and entertainment is evolving and the Global Licensing Group and Licensing International make moves to embrace a playful future.
“Brands at Play” is the core theme for 2024 and it will extend across both Licensing Expo and Brand Licensing Europe with a mission to “spotlight the power play holds in every stage of life and the creativity it fosters when building brands,” according to organizers.
Licensing Expo and Brand Licensing Europe continue to exceed all expectations with record high retail attendance. As we enter the next stage of Licensing Expo's evolution, we continue to strive to facilitate the highest quality of new business opportunities for our industry and invest in the development of exciting advancements for the future. The curated theme is contextual and intentional. We invite the licensing community's imagination of fun to see everyone 'at play' throughout the event!"
Today, Licensing Expo opened registration and hotel bookings for its 2024 show, taking place May 21-23, 2024 at Mandalay Bay in Las Vegas.
Welcome Changes for the Business of Play
The world’s biggest brands are all showcased at Licensing Expo, and in recent years, the toy industry presence has expanded. Major companies, including Hasbro, Jazwares, Mattel, MGA Entertainment, The Pokémon Co., and many more have extended their spaces and offerings to connect with licensing partners and retailers alike.
This year’s event saw a major uptick in retail attendees, including major buyers looking to strike deals. With that in mind, Licensing Expo is introducing new attendee programs designed to “deliver elevated value to global consumer products manufacturers and retailers.”
Some of the changes, driven by data reflecting a younger attendee base and changing needs and interests, will begin this year with more planned into 2025. The organizers are taking a thoughtful, measured approach to the event that could include an eventual evolution or renaming of Licensing Expo as the intersection between licensing and adjacent businesses continues to blur.
Could the downfall of E3 and the changing timeline of Toy Fair have a big impact on who exhibits and attends Licensing Expo? Judging from the attendance seen at the past two shows, those wheels are likely already in motion.
Brands at Play experiences slated for Licensing Expo 2024 include:
- Keynote & panel discussions
- Arcade Bar
- Boardgame Café
- Sports tournament
- Art & Craft Zone
- Catered Networking Spaces
- Immersive Brand Experiences
- Surprise Moments
Additionally, bigger changes for 2025, including an evolution to how companies exhibit — including a mandatory presence on the showfloor (no more “meeting room-only” exhibitors) — are in the works.
New Guest Policies
For the first time, General Admission to Licensing Expo will be $50 while qualified retailers, press, and media will be admitted free of charge. Service Providers can explore a variety of packages and kids under 18 will not be admitted. Full details can be found at this location.
“The licensing community is looking for insight into emerging trends, new business opportunities, and new ways to connect,” says Maura Regan, President of Licensing International. “Licensing Expo remains a key global destination for anyone looking to achieve all of this under one roof. It is truly a must-attend event for those in the business of global brands.”
As always, The Toy Book and its sister publication The Pop Insider will be present at Licensing Expo.
The Toy Book’s 2024 Licensing & Entertainment Issue will make its grand debut at the show, so don’t miss your chance to get involved!
