Licensing Expo opened 2024 registration and announced several changes, including a new focus for day three, expanded hotel discounts, and a general admission fee of $50.

Organized by Informa Markets’ Global Licensing Group and sponsored by Licensing International, the core theme for next year’s Licensing Expo will be “Brands at Play.” The event will spotlight the power of play and the creativity it allows when building brands. This theme will be expressed across educational content, networking spaces, and immersive brand experiences.

Anna Clarke, SVP Licensing, Global Licensing Group, Informa Markets, sat down with Licensing International to discuss the event and how these changes will affect LI members.

“The attendee profile at Licensing Expo is changing and how they want to drive business is changing,” said Clarke. “In 2024, there will be a heightened focus on return on investment and return on time. It’s important that people leave feeling the event has been productive and valuable.”

This includes an increased focus on networking, with new opportunities for exhibitors and attendees to connect throughout the event. These offerings will span new venues (like a bar and café) as well as additional events and expanded brand experiences across the show floor.

2024 will also see a general admission fee of $50 for attendees. Those that attended Licensing Expo in 2023 can waive this fee if they register before January 31, 2024. Admission will be free of charge, however, for exhibitors, press/media, and qualified retailers. Service providers will be able to choose between three different admission packages ranging from $50 to $5,000 depending on the needs of the organization.

The introduction of a nominal admission fee, Clarke said, is designed to improve the quality of attendees by encouraging them to consider if Licensing Expo is the right event for them before registering without introducing a significant financial impact for the industry.

Licensing International members will receive a 10% discount off all fees, which can be accessed by contacting Licensing International. Additionally, discounted rates will be available for a number of hotels next year, including the Four Seasons, Luxor, Mandalay Bay, Delano, Park MGM, and NoMad.

Beyond the discounts, Clarke encourages Licensing International members to take advantage of all LI offerings at Expo, including attending the Excellence Awards, participating in networking events, and booking meetings at the Licensing International booth.

The third day of the show will also undergo significant changes in 2024, with a focus on the future of licensing and future generations of licensing executives. That will encompass a high-profile keynote, a CMO panel discussing the future of the consumer, and content focused on diversity, equity, and inclusion. There will also be networking opportunities specifically for people new to the industry, organized in partnership with Licensing International.

Looking forward to 2025 and beyond, Clarke said there will be concentration on improving the discovery portion of the show. This will be done by ensuring that exhibitors who choose not to have booths on the show floor are still present in some public-facing way, to guarantee that all brands are discoverable by attendees.

“In the past, you may have had an either-or experience, where you’re on the show floor or not on the show floor. I want that to be an ‘and’ moving forward,” she said. “I can guarantee that in 2025, if you’re looking to change the way you show up, you’ll need to balance the private- and public-facing aspects. The show floor remains the number one destination, but we’ll embrace the whole of the convention center as the show.”

Licensing Expo will take place at the Mandalay Bay Convention Center in Las Vegas from May 21-23, 2024.