Licensing International Expo was held May 23-25, 2017 at Mandalay Bay Convention Center in Las Vegas. For more than 35 years, Licensing Expo has connected the world’s most influential entertainment, character, fashion, art and corporate brand owners and agents with consumer goods manufacturers, licensees and retailers. Licensing Expo is the meeting place for the global licensing industry. Millions of products across the world started life as a conversation at Licensing Expo.
Licensing Expo 2017 welcomed over 16,000 attendees from 67 different countries, representing all product categories. The Expo showcased 406 exhibitors, representing brands from every segment.
Licensing is the process of leasing a legally protected (trademarked or copyrighted) entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, artwork, etc. The entity, known as the property or intellectual property, is used in conjunction with a product.
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to small businesses. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, toys, games and beyond.
In a well-run licensing program, the property owner maintains control over the brand image and how it’s portrayed (via the approvals process and other contractual strictures), but eventually reaps the benefit of additional revenue (royalties) and exposure in new channels or store aisles.