2025 Licensing Expo Gears Up for Record Participation: What You Need to Know

The licensing industry is bracing for one of its biggest years yet. Licensing Expo 2025, scheduled for May 20-22 at the Mandalay Bay Convention Center in Las Vegas, is already shaping up to be a landmark event with over 70 percent of the show floor claimed by global brands.

By the Numbers: A Show Built for Scale

The scale tells the story. Last year’s Licensing Expo attracted more than 12,000 visitors from over 77 countries, marking a significant milestone for what is recognized as the world’s premier event for IP extension and brand collaborations. The momentum continues into 2025, with retail attendance doubling since 2019—a clear sign that manufacturers and distributors are taking brand licensing seriously.

With over 5,000 brands on the floor spanning apparel, toys and games, sports, characters, and food and beverage categories, there’s no shortage of licensing opportunities. Whether you’re hunting for the next big character IP or exploring food category expansion, the breadth of representation under one roof remains unmatched globally.

Key Trends Driving 2025

According to recent industry reports, four categories are leading the charge: Apparel, Food and Beverage, Toys and Games, and Location-based Entertainment. These aren’t static categories either—brands are actively seeking fresh partnerships and cross-category extensions to capture evolving consumer preferences.

A notable innovation this year is the introduction of the International Pavilion, highlighting rapid growth markets. China, South Korea, and India are now central to the licensing conversation, reflecting the global shift in production and consumer product creation. The pavilion underscores a fundamental reality: brand licensing is no longer a Western-centric business.

What’s New on the Floor

Beyond core licensing activity, Licensing Expo is introducing several specialty zones designed to capture emerging opportunities. The Retail Lounge (sponsored by PAN AM) provides dedicated space for retail buyers and manufacturers to connect. The Cool Brands Café serves as an informal networking hub, while the Football and Soccer Pavilion prepares exhibitors and licensors for the next World Cup cycle—a major licensing driver.

The platform is also rolling out an enhanced online Event Planner, which facilitated over 8,500 meetings in 2024. This digital layer makes pre-event networking and in-person scheduling significantly more efficient.

Who’s Showing Up

The confirmed exhibitor list reads like a who’s who of global entertainment and consumer brands: Hasbro, Ubisoft, SEGA, The Coca-Cola Company, Crayola, Jazwares, and Peanuts Worldwide, among others. These aren’t small players—they represent billions in annual licensing revenue and are central to setting industry direction.

Getting There: Ticket Info

Early bird tickets are priced at just $30 until January 31, 2025, with standard admission at $60. Qualified retailers gain free entry. Registration is now open at the official website.

Why This Matters

Licensing Expo isn’t just another trade show. It’s where the industry signals its next moves. The 24- to 36-month window of consumer product trends is shaped significantly by announcements, partnerships, and deals struck in Las Vegas during these three days. For anyone operating in brand extension, manufacturing, retail, or licensing—this is the event to mark on your calendar.