Unlocking Global Potential: Your Essential Guide to Global Licensing Expo, Las Vegas, USA!

In the dazzling heart of Las Vegas, where innovation and spectacle converge, a truly transformative event unfolds annually, igniting the global brand licensing industry. This is the Global Licensing Expo, the world’s most influential trade show dedicated to connecting intellectual property owners with manufacturers, retailers, and marketing professionals who can transform beloved brands into compelling consumer products. This isn’t just an exhibition; it’s a vibrant marketplace of ideas, a strategic powerhouse for deal-making, and an indispensable global hub for creativity and commerce. Imagine stepping onto an expansive show floor, buzzing with the energy of iconic characters, emerging digital properties, celebrated artists, and leading corporate brands, all seeking their next big collaboration. You’re surrounded by the industry’s most creative minds and astute business strategists: licensors, licensees, retailers, manufacturers, brand managers, and agents, all eager to explore the limitless possibilities of brand extension. The Global Licensing Expo is where the next blockbuster toy line is conceptualized, where a classic movie character finds its way onto apparel, where a beloved food brand expands into kitchenware, and where strategic partnerships are forged that generate billions in retail sales worldwide. For anyone involved in owning, leveraging, or expanding brands across entertainment, sports, fashion, art, corporate trademarks, or publishing, attending this expo offers an unparalleled opportunity to discover new trends, forge lucrative deals, and propel their business into new dimensions of consumer engagement.

The brand licensing industry is a dynamic ecosystem, driven by consumer passion for beloved characters, stories, and brands. In an increasingly competitive retail landscape, licensing provides a powerful differentiator, allowing products to tap into existing fanbases and emotional connections. From beloved superheroes and video game characters to sustainable fashion brands and influential digital content creators, the industry is constantly evolving to meet consumer demand for authentic and engaging products. The Global Licensing Expo is the epicenter of this evolution. It’s where a major studio can find the perfect partner to create merchandise for their upcoming film, where a clothing manufacturer can secure rights to a trending social media personality, and where a retailer can discover unique licensed products that will drive foot traffic and sales. The sheer scale and strategic focus of the event make it incredibly efficient for forging connections and driving business. If you’re a brand owner looking to expand your reach, a manufacturer seeking exciting new product lines, a retailer searching for compelling licensed merchandise, or a professional eager to understand the intricate mechanics of brand extension, attending the Global Licensing Expo offers an immersive, inspiring, and profoundly strategic experience that directly fuels business growth and keeps you at the forefront of the global market.

The Heart of Licensing: Venue and Time

The Global Licensing Expo consistently chooses world-class venues in Las Vegas, ensuring ample space, modern facilities, and excellent accessibility for its global audience.

Mandalay Bay Convention Center: A Hub of Global Deals The Global Licensing Expo is frequently held at the Mandalay Bay Convention Center (MBCC), located at 3950 Las Vegas Blvd S, Las Vegas, NV 89119, USA. This impressive facility is an ideal host for an event of the Expo’s magnitude and international draw due to its:

• Vast Exhibition Space: The MBCC boasts over 2 million square feet of convention space, providing ample room for hundreds of exhibitors, dedicated zones for different licensing categories, and numerous meeting areas for strategic discussions.
• Integrated Resort Experience: Being part of the Mandalay Bay Resort and Casino, attendees have direct access to a wide array of dining, entertainment, and accommodation options, all under one roof or within close proximity. This creates a convenient and immersive environment for conducting business.
• Strategic Las Vegas Location: Positioned on the famous Las Vegas Strip, it’s easily accessible from Harry Reid International Airport (LAS) and surrounded by a wealth of additional hotels and attractions, making it a highly desirable destination for both national and international visitors.

Annual Brand Power-Up: The Schedule The Global Licensing Expo is an annual event, strategically timed to kick off the busiest season for licensing deals and product development.

• When It Happens: The Expo typically takes place in late May. For example, the Global Licensing Expo 2025 is scheduled for May 20-22, 2025. This timing allows for major product and brand launches, strategic planning for upcoming retail seasons, and alignment with entertainment release calendars.
• Duration: The Expo generally runs for three intensive days, packed with a blend of exhibit hall access, educational content, and dedicated networking opportunities.
  • Day 1 (e.g., Tuesday): Often includes opening keynote addresses by industry luminaries, the official opening of the exhibit hall, and various networking events.
  • Day 2 (e.g., Wednesday): Features a full day of exhibit hall access (e.g., 9:00 AM – 5:00 PM), a comprehensive schedule of educational sessions, and often a major evening networking party.
  • Day 3 (e.g., Thursday): Continues with exhibit hall hours and the final round of educational sessions, typically concluding in the late afternoon (e.g., 4:00 PM) to facilitate attendee travel.

The event structure is meticulously organized to maximize business opportunities:

• Dedicated Exhibit Zones: The show floor is often segmented into distinct zones, such as Entertainment, Character, Brands & Agents, Gaming, Fashion & Lifestyle, Art & Design, and Sports, making it easier for attendees to navigate and find relevant partners.
• Keynote Sessions & Educational Content: A robust program of sessions covers critical topics like market trends, consumer insights, legal aspects of licensing, sustainable practices, digital content licensing, and strategies for global brand extension. These are delivered by industry leaders and offer invaluable, actionable insights.
• Matchmaking Program: The Expo often offers a dedicated online platform or matchmaking service to help pre-schedule meetings between licensors, licensees, and retailers, optimizing time on the show floor.
• Networking Events: Numerous formal and informal events, including opening night parties, lounges, and sponsored receptions, provide ample opportunities for relationship building in a more relaxed setting.
• Product Showcases & Innovation Areas: Special displays highlight emerging brands, innovative products, and future trends, offering a glimpse into what’s next in licensing.

This well-structured and strategically timed event ensures that attendees can efficiently explore a vast landscape of opportunities, discover new partners, gain vital industry knowledge, and make informed decisions that propel their licensing businesses forward.

The Universe of Brands: Key Product Categories

The Global Licensing Expo is truly comprehensive, showcasing an astonishing array of intellectual properties (IPs) and brand assets across virtually every consumer product category imaginable. It’s the ultimate marketplace for brand extension. Key product and service categories you can expect to explore include:

• Entertainment & Character Licensing:
  • Film & Television: Major movie franchises, animated series, live-action shows, classic films, and streaming content. This includes characters, logos, and storylines.
  • Gaming: Video game franchises (console, PC, mobile), esports brands, and game-related characters.
  • Music: Artists, bands, record labels, and music-related intellectual property.
  • Publishing: Books, comics, graphic novels, and magazine brands.
• Corporate Brands & Trademarks:
  • Consumer Goods: Iconic food and beverage brands, automotive brands, technology brands, and household names extending into new product categories (e.g., a food brand licensing its name for kitchenware).
  • Retail Brands: Department store names, grocery brands, and specialty retail concepts extending their brand presence.
  • Sports: Major leagues (NFL, NBA, MLB, NHL), individual teams, athletes, and sporting events.
• Fashion & Lifestyle:
  • Apparel: Clothing lines, footwear, accessories (bags, jewelry, eyewear).
  • Home Goods: Textiles, decor, furniture, kitchenware, bedding.
  • Beauty & Personal Care: Cosmetics, skincare, fragrances, toiletries.
  • Food & Beverage: Licensed food products, beverages, and culinary brands extending into new categories.
• Art & Design:
  • Fine Art: Works by famous artists, museums, art collectives.
  • Graphic Design: Patterns, illustrations, design motifs for various products.
  • Photography: Iconic images, photography collections.
• Collegiate & University Licensing:
  • University logos, mascots, and sports teams for merchandise.
• Non-Profit & Cause-Related Licensing:
  • Charitable organizations or social causes licensing their names or symbols to raise awareness and funds.
• Emerging & Digital Properties:
  • Social media influencers, digital content creators, NFTs (Non-Fungible Tokens), metaverse assets, and new media properties.
• Licensing Services & Solutions:
  • Licensing Agencies: Companies that represent licensors and help facilitate deals.
  • Legal Services: Attorneys specializing in intellectual property, contracts, and licensing agreements.
  • Brand Protection & Anti-Counterfeiting: Solutions to protect licensed products from infringement.
  • Retail Solutions: Companies specializing in retail execution for licensed products, including merchandising and display.
  • Data & Analytics: Market research firms providing insights into consumer trends and licensing performance.
  • Manufacturing & Sourcing: Manufacturers looking for IPs, or service providers helping connect licensees with production capabilities.

This incredible diversity underscores why the Global Licensing Expo is an unparalleled platform for anyone seeking to create, expand, or distribute licensed consumer products.

The Convergence of Creatives: Visitor and Exhibitor Count

The Global Licensing Expo is the largest and most influential event of its kind, consistently attracting a massive and highly engaged professional audience, alongside a vast array of leading brand owners and service providers.

• Visitor Count: The Global Licensing Expo draws tens of thousands of attendees from over 70 countries each year, making it a truly international gathering. Recent editions have seen attendance figures around 16,000 to 19,000 attendees. This highly concentrated and influential audience includes:
  • Retailers: Buyers and merchandisers from major department stores, specialty stores, mass merchants, e-commerce platforms, and independent boutiques, all seeking licensed products to fill their shelves.
  • Licensees/Manufacturers: Companies that acquire the rights to use intellectual property on their products (e.g., a toy company looking for a movie character, an apparel company seeking a fashion brand).
  • Brand Owners/Licensors/IP Owners: The core of the show, representing major studios, sports leagues, artists, fashion houses, corporations, and emerging digital creators looking to extend their brands.
  • Licensing Agents: Professionals who manage licensing programs for brand owners.
  • Marketing & Advertising Professionals: Seeking opportunities for brand collaborations and promotional tie-ins.
  • Product Developers & Designers: Looking for inspiration and new properties for their product lines.
  • Attorneys & Legal Professionals: Specializing in intellectual property and licensing law.
  • Media & Press: Journalists and industry analysts covering the latest trends and deals.
• Exhibitor Count: The show floor is packed with a colossal number of companies showcasing their intellectual properties and services. The Expo consistently features 400+ exhibiting companies, representing over 5,000 brands and properties. These exhibitors include:
  • Major entertainment powerhouses like Disney, Netflix, Warner Bros. Discovery, Paramount, Sony Pictures Entertainment, and NBCUniversal.
  • Leading toy and game companies such as Hasbro, Mattel, and Pokémon.
  • Major sports leagues and organizations.
  • Iconic fashion and lifestyle brands.
  • Prominent art and design collectives.
  • Hundreds of individual brand owners, artists, and licensing agencies.
  • A significant number of international exhibitors, often grouped in dedicated country pavilions (e.g., Japanese companies are a strong presence).
  • Service providers in legal, anti-counterfeiting, retail solutions, and more.

This immense concentration of buyers, sellers, and strategic partners under one roof underscores why the Global Licensing Expo is the undisputed global marketplace for the licensing industry, fostering an environment where significant business is initiated and concluded.

The Deal-Maker’s Dream: Benefits and Perks of Attending

Attending the Global Licensing Expo offers an unparalleled array of benefits and perks, making it an absolute must for anyone seeking to leverage the power of brand licensing:

• Unrivaled Business Opportunities: This is where deals happen. Whether you’re a licensor looking for the perfect manufacturing partner, or a licensee seeking the next hot property, the Expo provides direct, high-volume access to key decision-makers and opens doors to lucrative partnerships.
• Direct Access to Global Brands & IP: Meet face-to-face with representatives from thousands of the world’s most iconic and emerging brands, characters, and intellectual properties. This direct interaction is invaluable for understanding brand vision and negotiating agreements.
• Comprehensive Market Insights: Gain a holistic understanding of the global licensing landscape. Keynote sessions and educational seminars cover critical topics like consumer trends, retail strategies, legal updates, sustainability in licensing, and the impact of digital media and AI on brand extension.
• Identify Emerging Trends: Be among the first to spot the next big thing in licensing. Discover new brands, properties, and product categories that are poised for significant growth, giving you a crucial competitive advantage.
• Strategic Networking: Connect with thousands of industry peers – from seasoned veterans to rising stars – across all sectors of licensing. Build relationships with potential partners, mentors, and collaborators that can open up new avenues for business. The dedicated networking events are particularly valuable.
• Efficient Sourcing & Pitching: For licensees and retailers, it’s the most efficient way to discover new licensed product opportunities. For licensors, it’s the ideal platform to pitch your brand directly to a vast pool of potential partners.
• Exclusive Discounts & Amenities: Attendees often receive exclusive discounts on hotel accommodations within the MGM Resorts portfolio, enhancing the overall experience.
• Immersive Brand Experiences: The show floor is designed to be highly engaging, with immersive brand experiences, product showcases, and interactive displays that bring licensed properties to life.
• Professional Development: The educational program, often including Licensing U sessions, provides fundamental and advanced knowledge for both newcomers and experienced professionals, enhancing their understanding of the complex licensing ecosystem.

For any professional looking to tap into the immense power of brand extension, expand their market reach, or simply understand the dynamic forces shaping global consumer products, the Global Licensing Expo is not just an event; it’s an indispensable annual pilgrimage for innovation, education, and unparalleled business growth.

Your Las Vegas Sanctuary: Nearby Hotels and Convenient Accommodation

Given that the Global Licensing Expo is consistently held at the Mandalay Bay Convention Center (MBCC) in Las Vegas, attendees have an abundance of convenient accommodation options, many of which are directly connected to or within the immediate vicinity of the convention center. This is a significant perk of the Las Vegas venue.

• Directly Connected / Within Mandalay Bay Resort Complex:
  • Mandalay Bay Resort and Casino: The primary host hotel, offering direct access to the Convention Center, a massive pool complex, numerous dining options, and entertainment. Booking here provides the ultimate convenience.
  • Delano Las Vegas: An upscale, all-suite hotel connected to Mandalay Bay, offering a more luxurious and tranquil experience while maintaining direct access to the convention facilities.
  • Four Seasons Hotel Las Vegas: Located within the Mandalay Bay complex (with a separate entrance), offering a five-star, non-gaming luxury experience.
• Short Walk or Tram Ride (on the south end of the Strip):
  • Luxor Hotel & Casino: Connected to Mandalay Bay via a tram, making it an easy and quick commute. Offers a more budget-friendly option than Mandalay Bay itself.
  • Excalibur Hotel & Casino: Also connected via the Mandalay Bay-Luxor tram, offering another accessible and often more economical choice.
• Short Drive / Taxi / Ride-Share:
  • MGM Grand: A major resort just north of Mandalay Bay on the Strip, easily accessible by a short ride.
  • New York-New York Hotel & Casino, Park MGM, Aria, Cosmopolitan, Bellagio: These and many other famous Strip resorts are within a reasonable driving distance, offering diverse price points and amenities.
  • Off-Strip Hotels: For those seeking even more budget-friendly options, numerous hotels are located slightly off the main Strip but still offer good access to the Mandalay Bay area via taxi or ride-share services.

It is highly recommended to book your hotel accommodation well in advance for the Global Licensing Expo. Las Vegas is a bustling convention city, and major events can quickly fill up rooms, leading to higher prices. The official Expo website often provides special hotel rates and booking links through their partners (typically MGM Resorts properties), which can offer exclusive discounts for attendees.

Investing in Brand Power: Understanding the Cost to Attend

Attending the Global Licensing Expo is a strategic investment for any professional aiming to thrive in the brand licensing industry. The cost of attendance is structured to provide various levels of access and value.

• General Attendee Pass:
  • This pass typically grants access to the main exhibit hall, where you can explore thousands of brands and meet with exhibitors. It often includes access to general keynote sessions and some show floor educational content.
  • Pricing follows a tiered structure, with early bird rates offering significant savings. While specific numbers can vary slightly year to year, a general attendee pass might cost around $60 – $75 USD for early bird registration, increasing for on-site registration.
  • This pass also frequently includes discounts on official hotel options within the MGM Resorts portfolio and access to an event planner/matchmaking platform to help pre-schedule meetings.
• Retailer Pass:
  • For qualified retailers (buyers, merchandisers from department stores, mass merchants, specialty retailers, and e-commerce platforms), registration is often complimentary or significantly discounted. This is a deliberate strategy by the Expo organizers to maximize the presence of key buyers, making the event more attractive for licensors and licensees. Retailers often need to verify their business credentials to qualify.
• Exhibitor Costs:
  • For companies wishing to showcase their intellectual property or services, the primary cost is the exhibit booth space. Booth pricing varies widely based on size, location on the show floor, and whether the company is a member of a relevant industry association. These costs can range from several thousand dollars for a small inline booth to tens or hundreds of thousands for larger custom builds.
  • Exhibiting companies usually receive a certain number of complimentary exhibitor badges based on their booth size. Additional badges for staff typically incur a fee.
• Opening Night Party Tickets:
  • There is usually a ticketed Opening Night Party or similar networking event, offering a more social setting for connections. Tickets for this event are typically an additional cost (e.g., around $95 USD per person in past years), which often includes food and beverages.
• What Your Pass Includes: Even the basic attendee pass offers tremendous value: direct access to thousands of brands and potential partners, opportunities to discover new trends, and insights from industry leaders. The ability to pre-schedule meetings via the event’s online platform is a critical tool for maximizing ROI. Remember to factor in your travel (flights, local transport), accommodation, and dining expenses when budgeting for your trip.

Your Gateway to Global Brand Power: Your Journey to Global Licensing Expo Begins Here!

The Global Licensing Expo is more than just a trade show; it’s the annual nexus for the global licensing industry, where creativity meets commerce on an unprecedented scale. It’s where strategic partnerships are born, where iconic brands find new life, and where the future of consumer products is shaped. Whether you’re a brand owner, a manufacturer, a retailer, or an industry professional, your participation in this event is an investment in your future success and a direct pathway to unlocking immense brand potential.

To register for the upcoming Global Licensing Expo, explore the comprehensive list of exhibitors, discover the educational program, and begin planning your attendance, visit: licensingexpo.com