Feature - Licensing Expo Preview

See you in Vegas!

As the Las Vegas Licensing Expo returns to the Mandalay Bay hotel from Tuesday, 20th to Thursday, 22nd May, Toy World caught up with Anna Clarke, SVP of the Global Licensing Group at Informa Markets, to hear all the latest news about the show and how the event will help licensors and licensees mitigate some of the challenges the industry is currently facing.

How is this year's Licensing Expo in Las Vegas shaping up?

We are expecting another fantastic event, and there is a lot of excitement building up as we get ever closer. We have a wonderful lineup of exhibiting brands, speakers and registered attendees from all over the world, covering the broadest set of categories we’ve seen in a long time. We also have some great brands on show for the very first time, including FC Barcelona, Krispy Kreme Doughnut Corp, Miniso, Roblox, GNC, etc. This will be the largest show floor since pre-Covid, with the return of some major entertainment brands which we’re delighted to welcome back. After the record-breaking engagement and attendance last year, we are anticipating even more networking, deals and connections than ever before.

What’s new for the 2025 show?

While there is no official “theme” for this year's event, our focus remains on continuously innovating and improving the experience for all attendees. We are constantly finding new ways to engage visitors, enhance the presence of each category and bring new pavilions to the show floor. This year we are hosting a Sports Pavilion that will showcase seven football clubs and brands, many of whom are exhibiting for the first time. With sports overtaking fashion in sales of licensed merchandise, and the buzz around the next World Cup, this is an exciting moment for sports brands at Expo.

From the standpoint of toys and children’s entertainment, why is Licensing Expo an essential event to attend?

The toy market continues to be a dominant force in licensing, with sales of licensed toys continuing to outperform . Licensing Expo is a reflection of that, with many significant toy brands exhibiting, including Hasbro, Mattel, MGA, Jazwares, Lego, Spin Master, Asmodee, Zuru and NECA. Toy manufacturers and retailers also attend in high numbers, and we’re once again expecting large buying groups from Amazon, Walmart, Target, Toys R Us, The Entertainer, Macy’s, J.C. Penney, Hot Topic and more. From a children’s entertainment perspective, the show is the perfect time to pursue new partnership and licensing agreements, with many launches due to take place during the week from several different brands - and I’m sure we’ll get a glimpse (somehow!) of the highly anticipated new member of the Peppa Pig family.

Which presentations and activations should visitors look forward to this year?

On the main stage in the License Global Theater, we have a wonderful keynote chaired by Marianne James at Hasbro, who will introduce three retail executives from Miniso, Primark and Walmart, all ready to share their future strategies in Consumer Products. This will be a session not to be missed. We’ll also have the first glimpse of the annual Licensing International study and License Global’s State of the Nation, where visitors will hear what’s trending, from categories to IPs. This year, we’re also launching a new, smaller theatre called The Networking Hub, where attendees can benefit from practical sessions including topics like how to work with licensing agents, the latest trends in China, understanding social media, etc. It’s an excellent new addition. As always, our exhibitors bring lots of activations via their booths, and I’d encourage everyone to take the time to truly walk the show floor and get involved in the many exciting features. I’m also sure we’ll see a few notable celebrities across the three days. Finally, don’t miss the Opening Night Party on May 20 from 7-11pm – it's the perfect opportunity to unwind after a long day and network with other exhibitors and attendees.

What else can visitors expect?

I’m sure tariffs will continue to be a hot topic and as such, we’re delighted to introduce a new session into the License Global Theater from 12.45-1.30pm on 20th May, featuring a panel of experts who will help attendees to navigate these challenging and unpredictable times and help them be prepared for whatever comes next.

We’re also excited to see the show floor return of NBCUniversal, Warner Bros. Discovery and MGA amongst others, alongside a roster of over 120 new exhibitors including Calm, GNC, Westinghouse, Krispy Kreme Doughnut Corp, Roblox, FC Barcelona and so many more.

We’ll be announcing our Opening Night Party line-up shortly and finalising the various summits happening before the show opens.

How can the show support licensors and licensees, and help them mitigate some of the challenges the sector is facing this year?

Firstly, it’s a great opportunity to talk and network with every facet of the industry, from all major regions of the globe. In fact, 50% of those attending have responsibility for their global licensing strategies and decisions. In times like these, I really don’t think we should underestimate the importance of an industry gathering such as this to help make sense of what’s going on and come together to think up creative solutions and approaches. If visitors can fit sessions into their schedules, I’d highly encourage them to block out time for both theatres and ensure they have the retail keynote and tariffs sessions as top priority in their schedules. I’m sure the Q&A part of both sessions will be lively, to say the least. Business will also get done, and through our meetings service and online brand directory, it’s a good opportunity to look for new partnerships and new licences, particularly as Expo unveils a lot of new content.

How should attendees prepare for Licensing Expo 2025?

As with any trade show, preparation is key. Attendees should start booking appointments using the Event Planner to schedule meetings and introductions before they arrive. Last year, there was a 24% increase in meetings scheduled and diaries filled up quickly, so early scheduling is crucial. Visitors should research the 5,000+ brands attending, plan their schedule and set clear objectives of what they want to get out of the event. They should mark out the education sessions they want to attend and leave plenty of time to get to them between appointments. A good tip, if they arrive in Vegas before Tuesday morning, is to pop to the Mandalay Bay Convention Center lobby and print their badge to avoid getting stuck in any lines on the busy opening morning.

How will you ensure that this year’s Las Vegas Licensing Expo will be memorable?

In my opinion, Licensing Expo is always memorable for different reasons. This year, the show floor is crammed with new and returning exhibitors and some very exciting new IPs and brands. There is a brand-new theatre packed with practical sessions as well as a highly anticipated retail keynote, which has been requested by many of our attendees for some years now. Once again, we expect a large retail contingent to show up, many of whom will be in the market for new partnerships and licences and many of whom have global purchasing responsibility. Overall, it’s the largest gathering of the licensing industry all year, and what could be more memorable than that?