Licensing Expo: Where Toys & Licensing Connect

April 9, 2025 | Licensing Expo 2025, set to take place May 20 to 22 at the Mandalay Bay Convention Center in Las Vegas, will serve as a key meeting point for toy companies exploring brand extension and licensing opportunities.

The event brings together more than 250 exhibitors representing over 5,000 brands across categories such as entertainment, gaming, sports, food and beverage, apparel, and lifestyle. Licensing Expo attracts a global audience of manufacturers, retailers, and brand owners, offering toy industry professionals access to new licensing partners and a broader view of the international IP landscape.

For toy companies, the event provides opportunities to expand intellectual property into adjacent categories, including apparel, publishing, home goods, and digital media. Participating brands on the show floor include Mattel, LEGO, Hangry Petz, Hasbro, Funko, Crayola, Jazwares, Pokémon, Tamagotchi, PAC-MAN, Spin Master, Tetris, Crunchyroll, SEGA, Riot Games, Ubisoft, and Minecraft, among others.

Toy and games brands continue to have a strong presence in licensing, according to License Global’s Top Global Licensors Report of 2024, which reports toys and games as one of the leading categories in the survey. The survey explores what consumer categories brands are looking to explore through 2025, giving insight into potential revenue streams driven by evolving consumer demands.

"The licensing landscape plays an essential role in how toy companies connect with today’s consumers," said Kimberly Carcone, executive vice president of global market events at The Toy Association. "Licensing Expo complements Toy Fair®, especially for companies seeking to build momentum with their brands and explore growth beyond the traditional toy aisle."

In addition to exhibitor showcases, the event offers educational programming with sessions focused on licensing strategy, brand management, and consumer behavior insights. These sessions are designed to support both newcomers and experienced professionals working within the licensing space. The keynote will feature Walmart, Primark, and Miniso to discuss the future of retail — covering trends, technology, and the evolving consumer — and how brands can leverage the licensed consumer product model to expand.

Licensing Expo’s timing allows toy companies to pursue new licensing agreements ahead of major product development and planning cycles. Retailers already registered for this year’s event include Walmart, Gamestop, Toys R Us, Barnes and Noble Booksellers, Hot Topic, Macy’s, Target, J.C. Penney Company, The Entertainer, Lids, Pacsun, and Build-A-Bear Workshop.

Visit licensingexpo.com for more information.

This content is part of a promotional collaboration with Licensing International.