Licensing Expo 2026 Recap: A Return To Excitement—and Forward Momentum
Julie Brown
May 29, 2026
Licensing Expo 2026 was an energizing and genuinely fun show for the IMC team. Beyond the scale and activity of the floor, it was a valuable opportunity to reconnect with colleagues, partners, and clients across the industry.
IMC Focus: Prospecting and Growth
Our approach to the show was clear and intentional:
- Prospecting for current clients to identify high-quality licensee partners
- Exploring new business opportunities with brands evaluating or evolving their licensing strategies
The density of meetings and the caliber of conversations allowed us to make meaningful progress across both priorities, reinforcing the importance of Expo as a critical moment for pipeline development and relationship building.
A Shift in the Tone of Conversations
One comment shared in a meeting stood out—and it closely reflected our own perspective:
This was the first Licensing Expo in seven years where conversations felt exciting and not restricted.
In recent years, discussions have often been shaped by external pressures—post-COVID recovery, supply chain challenges, and tariff concerns. While those realities certainly still exist, they felt less defining this year.
Even as the industry continues to navigate economic pressures and rising fuel costs, there was a noticeable shift toward forward-looking thinking. Conversations were less about constraints and more about possibility—what brands can do next, where they can stretch, and how licensing can unlock new opportunity.
Key Themes from the Show
1. Increased Interest in Inbound Collaborations
One of the most notable shifts was the level of excitement around inbound collaboration opportunities. Brands are increasingly exploring partnerships that are:
- Timely and culturally relevant
- Flexible in structure
- Designed to create immediate impact
This aligns closely with IMC’s own strategic evolution—moving beyond a singular focus on long-term program development and instead meeting clients where their energy and interest lie.
In many cases, that means embracing a mix of:
- Strategic, foundational programs
- Opportunistic collaborations that drive near-term relevance
2. Ingredient-Based Licensing on the Rise
We also saw increasing intrigue around ingredient-based licensing, with brands looking to leverage proprietary components, formulations, or recognizable attributes as a driver for partnership.
This reflects a broader interest in more nuanced storytelling—where what’s inside the product can be just as compelling as the brand itself. It presents a unique avenue for differentiation and credibility in the market.
3. Nostalgia Remains a Powerful Driver
Nostalgia continues to be a strong—and enduring—force across licensing categories.
From entertainment to food and beverage, brands are tapping into familiar properties and past eras to create emotional connection with consumers. This theme was consistently present on the show floor and surfaced frequently in our own conversations with partners.
For IMC, this reinforces the importance of:
- Identifying the right cultural touchpoints
- Activating them in modern, relevant ways
- Balancing nostalgia with innovation to ensure continued consumer engagement
Looking Ahead
Licensing Expo 2026 marked an important turning point—not because challenges have disappeared, but because the industry is no longer defined by them.
There is renewed energy around collaboration, a willingness to explore new models, and a collective focus on opportunity. For IMC, this environment plays directly to our strengths: identifying the right partners, building meaningful programs, and helping clients unlock both immediate and long-term value through licensing.
We’re leaving the show energized by what’s ahead—and excited to turn these conversations into tangible results for our clients.
