Even though I’ve been in the play industry for 30 years, I’ve somehow never been to Licensing Expo so with this being my year dedicated to trying new things and attending new shows, off I went! It did not disappoint.
My first reaction was it felt much more corporate and professional than other big shows like Toy Fair in NY. True, there were many smaller booths presented by independent brands or service providers on the outer limits of the show floor, but the whole center of the floor was dominated by huge companies with very expensive booths.
After just a few minutes scouting the floor, I noticed how many toy, game and children’s entertainment brands were present, and how many people I knew at the show. Somehow I was expecting more like a 50/50 mix and maybe it’s been that in the past with a larger presence of consumer brands like Coke, Nike, and beauty products, but it was more like 80-90% juvenile brands, to my eye.
Many of the trends I saw related to merchandise licensed from entertainment/movie properties. I attended the Empowerment Day hosted by WIT at Licensing and keynote speaker Kidfinity CEO Lisa Whitaker presented these fascinating revenue trends shifting in 2023 and 2024:
2023 Top 10 Toy Properties
(As compared to 2020 Ranking)
Interesting side note from Lisa’s presentation:
Top Brands in ‘20 No Longer in Top 10:
-LOL Surprise (was #1)
-Nerf (was #7)
-Little Tikes (was #9)
Here’s what saw a lot of at Licensing:
One more thing: there were so many retailers! I was spotting badges and my rep friends were beside themselves with glee to have such a good turnout and big range of buyers. Trade shows are constantly getting beaten up for not having enough retail traffic so it should be celebrated when a show succeeds at it!
Can’t wait for Licensing Expo 2025! Enjoy the photos from 2024 below...
Toy Review: Hatchimals Alive Neon Rainbow Bestie Pool Party
The Toy Foundation’s Play Fund Program Expected to Bring the Power of Play to 245,000 Children Undergoing Medical Treatment
Toy Review: Kinetic Sand Splash
Chatty Snap's Alicia Schwartz and Annalee Oakley: "No Means Not Yet"
Toy Review: Jennifer Nolley's Mini Art Kits
PEOPLE OF PLAY WELCOMES SHANNON SWINDLE
Nominations Now Open for The Toy Association Board of Directors (2025-2027)
Santa Claus - The Interview: Trends and More!
SKY CASTLE TOYS PARTNERS WITH JAZWARES TO EXPAND THE HUGELY SUCCESSFUL STICKI ROLLS™ BRAND IN NORTH AMERICA AND EUROPE
Reserve Your Spot for The Toy Foundation’s Toy of the Year® Awards
Randy Klimpert Shares his Ukulele Collection
Steve Casino Peanut Art
Everyone's Talking about POP!
Princess Etch - a Multi-Talented Etch A Sketch Artist
Joseph Herscher of Joseph' s Machines.
Connie Vogelmann designed Apiary & Wyrmspan!
Bob Fuhrer... Is THE Crocodile Dentist!
Tom Dusenberry... Bought Atari, Wizards of the Coast, and Avalon Hill!
Matt Leacock created Pandemic... the game!
Scott Brown and Tim Swindle... are Launching a New Sport!
POPDuo: Richard Dickson, Mattel’s President & COO, and Kedar Narayan, Young Inventor Challenge AMB
POPDuo: Will Shortz and Josh Wardle
POP Duo: Elan Lee, Co-Founder, Exploding Kittens.and Jeff Probst, Host and Exec Producer, Survivor
POP Duo: David Fuhrer, MNG Director, Blue Sq Innovations & Shawn Green, past Dodgers & Mets MLB Star
POP Duo: Bob Fuhrer, Founder, Nextoy and Tom Fazio, Golf Course Designer