The group behind Licensing Expo and BLE overhauls its identity to better reflect licensing’s “dynamic ecosystem of brand collaborations”
Global Licensing Group, the organiser of Licensing Expo and Brand Licensing Europe, has been rebranded to Brand Licensing by Informa.
As part of the overhaul, Licensing Expo in Las Vegas will be renamed Brand Licensing Expo, with the group’s other international licensing events following suit: Brand Licensing France and Brand Licensing China.
The company says the new identity better reflects the collaborative, brand and retail-driven nature of the modern licensing industry.
Anna Clarke, Senior Vice President of Brand Licensing by Informa, said: “Today’s licensing landscape is a dynamic ecosystem of brand collaborations, partnerships, extensions, and activations.
“From Nike x Tiffany & Co. to Lego x Crocs, and Tabasco x Sephora, and from fashion brand management firms to location-based entertainment experiences, the opportunities for brand extension have never been more diverse or exciting. We have evolved before with location, name, and ownership, and we have always protected value for customers. Our shows and media have grown through each change. This rebrand reflects our confidence in where we are headed.”
The growing importance of retail – both to the licensing industry, and Brand Licensing by Informa’s events – also influenced the move. The group says its events have more than doubled retail attendance over the past five years, reflecting growing demand from buyers seeking new and innovative ways to connect with consumers, from traditional licensed product ranges to pop-ups, experiences and high-profile collaborations.
“Retailers are increasingly open minded about how they approach brand partnerships,” addedLaura Freedman-Dagg, Director of Retail & Strategic Attendee Engagement for Brand Licensing by Informa. “They are all chasing the same thing: authentic connections with passionate fan communities. Our brand evolution reflects this new reality.”
