The Global Licensing Group, the organiser of Licensing Expo, has revealed that the event will return in person next year and will be held at Mandalay Bay in Las Vegas from 24 – 26 May 2022. This will be a chance for the global licensing community to meet, network, share and learn, and follows the success of this year’s Licensing Expo Virtual, which saw over 6000 meetings take place online over the three-day event.
Next year’s event, which is run in partnership with industry trade association Licensing International, will have the theme of location-based experiences, making it an ideal event for global attractions industry professionals to add to their calendars.
A new-age format
“For more than 40 years, Licensing Expo has served as the gathering place for the global licensing community to network, ink deals, and celebrate,” says Anna Knight, Vice President, Licensing, Informa Markets, organizer of the event. “We are utterly thrilled to share that we are returning to Las Vegas in-person in 2022, bringing with us a new-age format that encompasses the best of in-person connections enhanced by the best that digital has to offer.”
Attendees will be able to enjoy a preview of the best IPs to watch and to learn more about the trends that will shape consumer behaviour going forward.
“For many of our exhibitors and attendees alike, this event is where new business connections are made or renewed,” adds Knight. “It’s incredibly powerful to explore the vibrant Expo floor and discover your next partnership or experience the up-and-coming products that will line retail shelves and shape consumer behaviours in the coming years.”
“Licensing is so tactile, this community wants to feel and experience an IP during business meetings, and Licensing Expo provides a platform to do just that,” says Maura Regan, President of Licensing International. “We hope to see many returning faces and look forward to welcoming newcomers in Las Vegas in a few short months, so we can share the renewed industry-building excitement and ample opportunity that Expo provides.”
Exploring location-based experiences
The theme of next year’s Licensing Expo, location-based experiences, will allow attendees to explore the new generation of LBEs that are emerging across the globe, as consumers demand new, more experiential ways to engage with their favourite brands. Recent examples include the Stranger Things drive-through experience, the new Peppa Pig theme park currently under construction in Florida and a Nickelodeon-themed hotel.
There are many experiential licensing deals in development, so this space is likely to grow, with applications in a variety of sectors including theme parks, retail, museums, tourism and more. The event will include several interactive features, designed to incorporate the 2022 theme, such as show floor activation, an opening night party, on-site immersive cafes, designated business lounges and more.
Visit the Licensing Expo website to save the date and register for further updates.
This year’s virtual edition of Licensing Expo took place last month, allowing attendees from across the licensing community, including retailers, manufacturers and IP owners, to learn, network and arrange deals.