Licensing Expo in Las Vegas Showcases the Power of the Brand Story

June 13, 2017

At the 2017 Licensing Expo, held May 23-25 at the Mandalay Bay Convention Center in Las Vegas, the power of the brand story was evident to the more than 16,000 attendees and 406 exhibiting companies, including 185 new exhibitors.

The overall focus of the licensing industry is to help brands expand into new businesses, with licensing providing the necessary brand exposure in these new categories.

Visitors at the event were greeted by bright primary colors and an abundance of mascots and costumed characters.

According to Jessica Blue, senior vice president of UBM Americas, the first Licensing Expo took place in 1980 in a New York City hotel but was moved to Las Vegas in 2009 to provide a more campus feel to the conference and a community setting for after-hours networking.

“The show now brings in over 30 percent attendance from outside the U.S. and international exhibitors this year are from 35 different countries,” Blue said. “This is a global show and we consider it the ‘Super Bowl’ of licensing.”

With the largest market for the licensing industry found in the United States, and China as one of the fastest growing markets for the industry, the show made sure to bring this global focus into play.

Many exhibitors noted the impressive amount of international engagement they were receiving in their booths.

“We have seen great engagement with our brand items and we wanted to showcase our company in America,” said Simon Waldron, senior vice president of marketing and licensing for Level-5 abby Inc.

He continued, “We started in Japan with our video Yo-kai Watch, and the Licensing Expo in Asia in January was a great introduction for us into the show. But we knew this is the place to be to engage with the global industry and the global reach makes sense, since we provide entertainment-based content and video, and this inspires engagement in other categories to reach a new audience. We are finding that Licensing Expo is a great place to network and find excellent promotional partnerships.”

Many attendees found a diverse mix of networking opportunities, including one new offering from last year that has gained popularity: the Matchmaking Sessions.

“The matchmaking was very popular last year, with 2,500 confirmed meetings, and this year we saw 3,700 meetings set up in advance,” Blue explained.

She added, “We think the reason the matchmaking is so popular is that it brings together a diverse mix of partners and makes great use of the show to find potential partners for licensing. We have found our attendees use the matchmaking services as much as six weeks ahead of time to really maximize their engagement efforts onsite.”

Exhibitors of all sizes found great interactions with attendees on the showfloor.

“We’ve been attending for several years now and each year we are amazed by how varied and engaged the attendee pool is,” said Susan Woods, vice president of marketing for The Icee Company.

She continued, “This is our 50th anniversary, so being at Licensing Expo really showcases the longevity of our company and all the additional products we have for those customers loyal to the Icee brand.”

Licensing agent Carol Janet from Design Plus commented about the importance of the Licensing Industry Merchandisers’ Association (LIMA).

“It is important for boutique agents to be part of LIMA to create brand awareness, work to set licensing standards for next year and for overall exposure in the industry,” Janet said.

She added, “It is great to be part of LIMA and to see how all of us can work together to improve the industry.”

The inaugural Licensing Week encapsulated all activities going on at Licensing Expo, including Licensing University and the LIMA awards.

According to Blue, consumer content has changed over the last several years and has opened markets to new digital content and distribution without the need of TV.

“Because of the popularity of video gaming and YouTube, we are seeing so many more players in the industry and on the show floor,” Blue explained.

She continued, “It also has given smaller outfits a global following and provided opportunities for these brands to not only share their story but also expose them to the world of licensing their intellectual property (IP).”

Because of this opening for new digital content, the industry also has seen an increase in cultural and heritage locations being sought for licensing, such as palaces, museums and artifacts.

“We have seen some new players on the show floor, including the Chinese Ministry of Culture and the Palace Museum,” Blue said.

She added, “It has been great to see a sharing of global cultures through this industry – it is a testament to the global impact of licensing on entertainment and brand awareness.”

Licensing Expo 2018 will return May 21-24 at the Mandalay Bay Convention Center. 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.