The World's Most Influential Brand Gathering Returns to Vegas this May

Core Insights - Licensing Expo 2026 is set to be a significant event in the global licensing industry, taking place from May 19-21, 2026, at the Mandalay Bay Convention Center in Las Vegas, featuring major brands and industry leaders [1][2] Industry Overview - The event will gather influential brands such as Netflix, Warner Bros. Discovery, LEGO, and The Coca-Cola Company, showcasing the latest trends and innovations in licensing [2][3] - Licensing Expo serves as a critical platform for brands across various sectors, including entertainment, sports, fashion, and gaming, making it essential for professionals in retail, branding, and consumer products [2][11] New Participants and Trends - New entrants like PepsiCo and Sony Pictures Television are expected to bring fresh opportunities for collaboration in licensing, particularly in food and beverages [3] - The rise of sports licensing is highlighted, with brands like Real Madrid FC and NASCAR participating, reflecting the growing importance of sports as a branding strategy [4] Fashion and Youth Engagement - The expo will feature brands that resonate with Gen Z, which constitutes 25% of the global population, showcasing merchandise from artists like Adele and Olivia Rodrigo [6] - Companies like Ceremony of Roses and tokidoki will present products that align with Gen Z's values of creativity and self-expression [6] Digital Innovation and Gaming - The gaming industry is a focal point, with companies like Riot Games and The Pokémon Company demonstrating how digital content is transforming consumer engagement [9] - Licensing Expo will highlight the intersection of gaming and merchandise, showcasing how brands create immersive experiences [9] Creativity and Cultural Impact - The event will celebrate creativity, featuring art and design innovators that redefine consumer experiences, emphasizing the role of creativity in licensing [10] - Major entertainment brands will showcase their cultural impact, reinforcing the connection between play and consumer engagement [8] Market Growth and Future Outlook - The global licensing market is projected to be worth $369.9 billion in 2025, indicating robust growth and opportunities for participants at Licensing Expo [13][17] - Licensing Expo is positioned as a platform for shaping the future of consumer products, connecting brands with emerging trends and consumer interests [13]