Licensing Expo, a trade event connecting the global licensing community, has announced the event will return in-person to Mandalay Bay in Las Vegas in 2022. Produced in partnership with industry trade association Licensing International, the return to a live, interactive event is scheduled for 24-26 May 2022.
Licensing Expo also revealed the 2022 theme, ‘Location-based Experience’, which complements the changing way in which consumers engage with brands. As fans increasingly demand ways to demonstrate brand affinity, the drive to fully immerse into a favourite licensed property becomes the ultimate goal. Whether it’s a “Stranger Things”-themed drive-into experience, a “Peppa Pig” theme park land, a “SpongeBob SquarePants” hotel, or a Smiley art walk, a new generation of location-based experiences are popping up around the world, enabling consumers to show up, share and engage.
With a significant number of experiential licensing deals currently in development, Licensing Expo expects to see considerable growth in the entertainment space, with increasing opportunities for the retail, arts, sports, and travel/tourism industries.
The in-person Licensing Expo will deliver three days of face-to-face networking, supported by an online offering to enhance the attendee and exhibitor experience. Licensing Expo Virtual, which wrapped last week, saw more than 6,000 meetings take place virtually over three days.
“For more than 40 years, Licensing Expo has served as the gathering place for the global licensing community to network, ink deals, and celebrate,” said Anna Knight, VP 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.”
Fuelling industry engagement and discovery, the event will serve as a cross-category preview of what intellectual properties and emergent trends will shape new consumer behaviours and influence pop culture headlines across the globe.
“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,” said 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.”