By Gary Symons
TLL Editor in Chief
In what may be a sign that COVID’s grip is loosening, Licensing Expo has announced the world’s largest licensing trade show is returning to Las Vegas on May 24.
The upcoming event will mark the first time the show has been held in person since 2019.
Licensing Expo is organized by Informa Markets in partnership with industry trade association Licensing International.
After a full two-year hiatus due to the global COVID-19 pandemic, the Licensing Expo will belatedly celebrate its 40th live edition. However, organizers also point out the pandemic isn’t over yet, and the show will feature a number of health and safety protocols.
“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,” said Informa Markets VP of LicensingAnna Knight.
Attendees and exhibitors will be required to wear a face mask while indoors at the Mandalay Bay Convention Center (MBCC) and present proof of vaccination or a negative COVID-19 test.
Mask wearing will be monitored by the Informa organizing team, who are also recommending that participants take a COVID-19 test before leaving their destination to travel to Las Vegas. These safety rules will be in place regardless of Nevada state mandates.
Onsite testing will be available off the show floor at the participants’ expense, and this can be used to enter the show or to fulfil any international or domestic pre-departure testing requirements.
“Health and personal wellbeing remain a top priority for us all,” says Licensing International President Maura Regan. “As we continue to review and implement vigilant health protocols during this time, we’re excited for the all-important and safe return to Licensing Expo in Las Vegas.”
The announcement follows the recent cancellations or postponements of other major trade shows in the related industries of toys and animation. The Spielwarenmesse event in Germany, the largest toy fair in the world, was cancelled this month due to increased pandemic restrictions and a large number of attendees cancelling.
The same thing happened at the New York Toy Fair, cancelled by The Toy Association as infection numbers increases in the state due to the Omicron variant, and last week Kidscreen postponed its annual trade show for similar reasons.
As well, Licensing Expo was forced to cancel last year after initially scheduling a trade show in August, a time when the US was gain hit with a wave of COVID-19 infections.
But Informa and Licensing International say there is strong support from industry to go ahead with this year’s trade show, and organizers are keen to host a live event.
“Bringing licensing professionals from around the world back together in person affords us all opportunities for new partnerships, networking, and learning – and a critical chance to move businesses forward,” said Regan. “We’re confident Licensing Expo 2022 will bring the industry back together for a long-awaited reunion!”
Informa also revealed that many of the keystone exhibiting companies have already confirmed their attendance. They include ViacomCBS, Hasbro, Warner Bros. Consumer Products, Mattel, NBCUniversal, Sony Pictures Consumer Products, Lego, Joester Loria Group, Beanstalk, Buzzfeed, The Pokémon Company, the NFL Players Association, Games Workshop, Peanuts Worldwide, BANDAI NAMCO Entertainment America, Frida Kahlo, Yale University, MGM Studios, Spin Master, BBC Studios, Crayola Properties, BrandComply fueled by Octane5, and TOPPS/Garbage Pail Kids.
As well, Licensing Expo appears to be doubling down on its focus on in-person experiences despite the pandemic, as the show will adopt a theme for the first time in its history. Knight says Expo 2022 will be spotlighting ‘Location-Based Experiences’ (LBE); those immersive, interactive, in-person experiences like theme parks, escape rooms, gaming arcades, amusement parks, bowling alleys, VR worlds, and much more.
LBE will be the focal point for one of Licensing Expo’s two in-person keynotes, in addition to interactive LBE activations on the show floor highlighting the creativity and consumer engagement possible when brands and experiences collaborate.
“LBE really suffered during the pandemic lockdowns, but experiences have now reopened to customer delight and the sector is predicted to boom,” Knight explained. “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.”
While Informa expects the event will go ahead as planned, it will still be supported and enhanced by the Licensing Expo official online platform, available to all exhibitors and visitors before, during and after the show.
As in past years the online platform will allow digital attendees to browse exhibiting brands and intellectual property, see who’s attending, view exclusive content and schedule meetings to take place both in-person in Las Vegas and after the event until June 3.
Knight says the platform garnered extremely positive feedback at Brand Licensing Europe in November 2021, which reunited the European licensing community in London after a two-year break.
“Thousands of retailers, manufacturers and designers attended BLE to meet close to 200 brands, and we received really positive feedback about the importance of BLE and Licensing Expo in driving business for the licensing industry,” Knight added. “Hundreds of deals were signed at BLE, so we’re very much looking forward to bringing back Licensing Expo in-person and welcoming everyone to Vegas in May.”
You can register for Licensing Expo for free at THIS LINK.