The world of licensing is evolving and the leading trade organization for the industry is changing with it. The Licensing Industry Merchandiser’s Association, known to most as LIMA, becomes Licensing International ahead of this year’s Licensing Expo in Las Vegas. Its new name, identity, and visual language are designed “to better reflect the current state of the licensing industry and where it’s headed in the future.”

In the Licensing International space at Licensing Expo, attendees will experience a new configuration that brings together information, meeting space, and for the first time — the educational offerings of Licensing U.

“As the leading facilitator in the licensing industry, we serve a growing, global community by connecting members and diverse brands across the world to invaluable insight and resources,” says Licensing International President Maura Regan. “Our debut as Licensing International symbolizes a new chapter for the community, and demonstrates our dedication to the licensing industry of tomorrow.”

Licensing InternationalThe refreshed organization is placing renewed importance on its key goals: fostering the growth and expansion of licensing globally; raising the level of professionalism of licensing practitioners; and generating greater awareness of the benefits of licensing in the business community at large.

Global licensing generates roughly $270 billion annually, with international markets claiming more that 40% of the share. As the business has evolved, licensing has grown beyond merchandising, and the new name reflects the shift to a world where licensing extends into experiences, concept shops, and the rebirth and revival of dormant brands.

Licensing International has offices in 12 countries, each working to connect members and brands in an effort to build business locally and globally.

On June 4, the 2019 LIMA International Licensing Awards will take place. The awards were judged by a roster of more than 150 judges from around the globe, including a mix of retailers, brand owners, licensees, agents, consultants, and journalists. Licensing International members voted for the finalists, ultimately deciding the winners.