Licensing Expo is to the global licensing industry what the annual IAAPA Expo is to the worldwide attractions industry - it's the big one, the one everyone has on their calendar. And now, if you're a regular attendee of one or the other, you might want to start planning for both. Here are the dates and places - read on to find out why:
- 2022 Licensing Expo, Las Vegas, May 24-26
- 2022 IAAPA Expo, Orlando, November 15-18
The worlds of licensing and attractions have overlapped for some time, but that synergy has now reached the point where brands and IP owners are establishing verticals dedicated to collaborating in the attractions space (or as many call it, the LBE - location-based entertainment space). A branded or IP-based attraction is often part of a holistic, multi-platform rollout.
This is leading to new genres of storytelling and immersive experiences that enrich the attractions and events space, and it's a win-win-win-win:
- for the brand (new avenues of exposure and options to build loyalty)
- for the operator (new revenue streams and audiences, differentiation, reinvestment to attract repeat visits)
- for the customer/fan (new ways to connect with the brand and the community around it, new stories and experiences to explore)
- for the attractions industry as a whole (new projects and partnerships)
License Global is embracing the LBE topic for its 2022 Licensing Expo in Las Vegas. It will mark the return to in-person meeting for Licensing Expo.
I was honored to be invited to help kick off the conversation on Dec 2, 2021 by moderating a webinar featuring two top brands very active and visible in the LBE space: Crayola (represented by Warren Schorr), Hasbro (represented by Matt Proulx) as well as the top consultant working with brands to realize their LBE dreams, George Wade of Bay Laurel Advisors. I've had the pleasure to work with all three and report on their projects in theme parks, museums, family entertainment centers (FECs), hospitality and more.
The speakers were upbeat and candid during the webinar about what it takes to bring a brand to life in an out-of-home experience. Nearly 400 people attended the webinar and there was an engaging Q&A as the final segment.
The full webinar is available on-demand, free with registration at this link.
You can read more on the subject at InPark.
See you in 2022!
