NEW YORK, NY; MAY 20, 2017—It’s not the carefully worded polished press releases or the beautifully choreographed licensee summits that generate the “news” of Licensing Expo. It’s in how the companies behind those releases and events complement, contrast and compete with each other that the trendlines can be discerned.
Here’s what to look for behind the booths and between the aisles at this year’s Expo in Las Vegas May 22 (when Licensing University and the summits commence) and May 23-25 (the formal show):
- Digital Properties. Add BuzzFeed, AirBnB and others to the digital celebrities we’ve seen in prior years.
- Speed to Market. The digital environment has made “I want it yesterday” reality.
- International box office. Studios forecast the geographic breakdown of licensed merchandise sales globally based on box office trends. Well, folks, box office outside the U.S. is now often two-thirds of the total. Where would you place your bets?
- Made local. Not just Brooklyn or USA — but local pride is a point of differentiation for all manner of properties and goods.
- Retail consolidation. Store closings isn’t where the story is. It’s the transformation of mall spaces into entertainment environments, the on-going quest for seamless integration of online and offline shopping, and the need to turn the shopping experience (again, online or off) and the products themselves into “experiences.”
- Competing with licensees. Another aspect of the retail story — licensees and licensors are going head-to-head with the retailers they once feared competing against.
- Online/mobile shopping. Corollary to Nos. 5 and 6. Sports — specifically Fanatics — is paving way for other property types. And while Fanatics started as the online seller for most leagues and teams, it’s opening physical locations as well. Outside sports: Keep an eye on what Amazon is up to in bricks and mortar, localizing product selection and rewarding its best customers.
- New wave of anime. More coming on the globalization front.
- Public properties — mass transit following NYPD. This is different than non-profit licensing. It’s working in Australia, the UK, and more.
- Experiences/Services are on the rise. Online “clubs,” touring shows and museum-like exhibitions, hotels. If you can “experience-ilize” it, you’ve got a selling point to test.
- This term has shifted from serious upscale limited editions to mass toys. Are trading cards ready for a comeback?
- Subscription boxes. This is a fad that will play out. It won’t disappear, but there’s a reason book clubs and record clubs went the way of the dinosaur.
If you’re at the show and would like to meet up, contact me at firstname.lastname@example.org. I’m also moderating the Licensing University session, “The Basics of Licensing,” featuring manufacturers consultant Gary Caplan (Gary Caplan Inc.), and licensing agents James Slifer (The Joester-Loria Group) and Joanne Olds (The Buffalo Works, specializing in representing artists). Here’s a preview of the session, which takes place Monday May 22, 9-11:15 a.m.