As the largest brand, character and art marketplace tradeshow, the Licensing Show offers great insight into the players and trends that drive the $251.7 billion licensing business. More than 400 exhibitors representing over 5,000 brands from 65+ countries will gather in Las Vegas next week for the “largest, most diverse collection of properties and brands available for licensing worldwide.” 1
At the show, you can see which brands and characters will be in demand in the next 18-24 months in order to get a head start on your brand planning. With so much to experience, we’ve pin-pointed 8 things we are looking forward to seeing that you shouldn’t miss if you plan to attend. Don’t worry, if you are unable to attend, we’ll provide a post-show recap!
Known primarily for record-breaking video game releases, Activision Blizzard (CALL OF DUTY, SKYLANDER, WORLD OF WARCRAFT+) is quickly growing to become a global entertainment force. With recent King Digital Entertainment (CANDY CRUSH, PET RESCUE+) and Major League Gaming (e-sports) acquisitions; its studio division set to develop original film and TV series based on games; and various planned brand licensing and consumer products expansions, they will surely have quite a buzz at the show. To see more information on SKYLANDERS, CALL OF DUTY and other gaming opportunities for your brand, hit up our Properties section here.
Food and Beverage Brands
Familiar brands like Coca-Cola, Kellogg’s, Mars, McDonald’s, Pepsi Co., Welch’s and many more will be “finding new life with licensing deals” according to the folks at LIMA. We are excited to see what these family-friendly food and beverage names have in store, along with more adult-geared ones, like Budweiser, Campari (kicking off Negroni Week shortly after in June) and Corona, to name a few. If you work at, or with, food and beverage brands, check out hundreds of properties that can help companies like these forge creative ways to connect with consumers, here.
With a library of over 8,000 characters built over more than 70 years of comic book publishing, Marvel Entertainment, Inc. is one of the world’s most prominent character-based entertainment companies. Following years of smash hits, Marvel Entertainment’s 2017/2018 slate is once again full of theatrical and television opportunities that could be perfect for so many brands. Recent Marvel releases like GUARDIANS OF THE GALAXY VOL. 2, and CAPTAIN AMERICA: CIVIL WAR partnered with a host of great names including Doritos, Yoplait, Dairy Queen, Lamborghini, MasterCard and many more. To learn more, click this link.
Nintendo’s latest “hybrid” console, Nintendo Switch, was unveiled in October 2016, released worldwide on March 3, 2017, and the frenzy continues. Designed as a home console that can also be detached and used on the go, it launched alongside the release of critically acclaimed “The Legend of Zelda: Breath of the Wild” worldwide, making it the fastest-selling home console in its history. In addition to releasing the Switch, Nintendo has participated in some creative partnerships recently with McDonalds, Southwest Airlines and Uniqlo, to name a few, and we can’t wait to see what’s next! Details on the Switch, as well as these partnerships can be found here.
The internet is abuzz about TRANSFORMERS: THE LAST KNIGHT, debuting this summer, and in addition to that hit franchise, we are excited to see updates on upcoming theatrical releases including highly anticipated sequels, like MISSION IMPOSSIBLE 6, DADDY’S HOME 2, BUMBLEBEE, as well as AMUSEMENT PARK, an original 3D animated adventure, among many others. Click on this link to get the details on these and their other releases.
Sony Pictures’ recent franchises (Ghostbusters and The Smurfs) saw several partnerships in the marketplace. In addition to highly anticipated sequels to Jumanji and Hotel Transylvania franchises we are excited to learn more about, they are releasing The Emoji Movie, a new, animated film that will bring to life characters inside smartphones this summer, and Peter Rabbit, a live-action/CG movie based on the beloved children’s’ book series next year. Hear more about these opportunities directly from the source, as they recently profiled them in their RoadShow presentation viewable here.
After recent animated hits like TROLLS (DreamWorks), SING (with Illumination) and THE BOSS BABY (DreamWorks), Universal broke box office records with the (non-animated) eighth installment of the FAST AND FURIOUS franchise (THE FATE OF THE FURIOUS). They’re sure to keep the streak going with their upcoming slate, including great partnership opportunities like: THE MUMMY, DESPICABLE ME 3, PITCH PERFECT 3, JURASSIC WORLD SEQUEL, HOW THE GRINCH STOLE CHRISTMAS and more. Check out if these and other properties fit your brand here.
Walt Disney Studios
The beyond-iconic studio and entertainment behemoth is sure to make a splash with its entertainment showcase. We are excited to see them promote their upcoming slate, including COCO, A WRINKLE IN TIME, sequels like THE INCREDIBLES 2, TOY STORY 4, FROZEN 2, a host of live action remakes of beloved animated films, and of course, two STAR WARS movies that fans are sure to line up around the corner for. To take these all in, head over to their page here.
Hope to see you there, or back here for the post-show recap! On behalf of the team at The L.A. Office, thanks for reading.
Stay tuned as we bring you more posts about the partnership marketing community.
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1 Source: License Global, May 2017