Licensing Expo 2025 Recap: Corporate Brands Shine, Partnerships Blossom, and Optimism Prevails
Julie Brown
May 29, 2025
Another Licensing Expo is in the books, and what a week it was! As always, Las Vegas delivered the energy, excitement, and endless opportunity we’ve come to expect from the world’s premier licensing event. From wall-to-wall branding inspiration to back-to-back meetings, we’re leaving energized, optimistic, and ready to keep the momentum going.
Corporate Brands: A Powerful Presence Amid Entertainment Giants
While Licensing Expo is traditionally dominated by entertainment properties—and this year was no exception—we continue to see strong and growing interest in corporate brands. The show floor may be filled with characters, content, and pop culture icons, but behind the scenes, there’s plenty of meaningful conversation happening around brands rooted in trust, performance, and lifestyle relevance.
We had the opportunity to meet with partners across a variety of categories who are actively seeking the credibility and emotional connection that corporate and lifestyle brands offer. This is especially true of classic heritage names, as these brands bring built-in consumer recognition and a clear value proposition—especially in categories where brand trust is everything.
Licensing for corporate brands may not come with the flashing lights of Hollywood IP, but the opportunities are just as compelling—and often more sustainable. That’s why we’re continuing to invest in this space and are encouraged by the level of engagement we saw throughout the week.
Strong Meetings & Stronger Relationships
One of the true highlights of this year’s show was the quality of our meetings. We connected with a fantastic mix of industry colleagues, current partners, and new prospects across categories including apparel, home, food & bev, spirits, and CPG. These conversations weren’t just speculative—they were strategic, focused, and collaborative.
Several partners came to the table with detailed go-to-market plans and creative concepts already in hand. Others were early in their exploration but deeply engaged, looking to tap into the emotional resonance and credibility that corporate and lifestyle brands bring. Across the board, there was a refreshing sense of alignment and urgency that made every meeting feel like a stepping stone to something meaningful.
Facing Challenges with Confidence
Yes, conversations about looming tariffs and shifting trade policies were part of the dialogue—but they didn’t dampen spirits. If anything, they sharpened the focus on building resilient partnerships, diversifying manufacturing strategies, and prioritizing long-term brand value over short-term volatility. We left Las Vegas encouraged by how forward-thinking and adaptable our partners are, even in the face of uncertainty.
Looking Ahead
Licensing Expo 2025 reminded us of why we love this industry: the collaboration and the shared passion for extending brands that resonate. We’re grateful to everyone who stopped by our suite, joined us for a coffee (or cocktail), or took the time to brainstorm bold ideas for the future.
As we follow up on our most promising leads and finalize next steps with new partners, our team is more optimistic than ever. The licensing landscape is evolving fast—and with the right brands, the right strategy, and the right relationships, the opportunities are endless.
Until next year, Las Vegas!
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Interested in exploring licensing opportunities with leading corporate brands? Contact us to learn how we can build something Bigger Together.
