10 Minutes with … Toho International

Creating a marketable idea is challenging in itself but executing and remaining relevant for decades is an impressive feat. Toho International, which brought characters like Godzilla into the 21st century, is a world-renowned organization that leverages licensing strategies to rejuvenate brands using consumer insights and staying ahead of the curb with trends to make iconic figures a mainstay. 

From brand collaborations to a new show that will be streaming soon, Toho is expanding the legend of Godzilla through its IP portfolio for a new generation. 

Toho will be exhibiting at Licensing Expo this May 24-26 at the Mandalay Bay Convention Center at booth #O202; register for Licensing Expo here to set up a meeting with Toho to learn more about their brand licensing initiatives. 

For those who don't already know who you are, who are you and how do you fit into the licensing industry? 

I am Lora Cohn, the managing director, international licensing for Toho International. In March 2020, I joined the company in this newly created position to lead the international licensing team in conducting all U.S. and international sales and marketing activities, excluding Japan, as well as achieve defined international sales targets and financial objectives that are in line with Toho’s overall company strategy. 

The iconic Godzilla brand has been my primary focus. I’ve worked with my team to bring the kaiju and other classic Toho monsters to the forefront of consumers' minds through worldwide licensed consumer products programs. On Godzilla Day last year, we hosted our first licensee summit in the U.S., revealed several exciting new licensing collaborations across various categories, and hosted consumer events all around the nation to build excitement for all things Godzilla. Through strategic brand collaborations and halo activations, Godzilla’s market penetration continues to grow, reaching new fan bases and consumers around the world. 

Any recent news you can share? 

On the entertainment front, Apple TV+ announced a series order for a new original live-action series from Legendary’s Monsterverse franchise. The series explores one family's journey to uncover its buried secrets and a legacy linking them to the secret organization known as Monarch. 

The Godzilla Pinball Machine from Stern Pinball has also been named a finalist for the Licensing International Award’s category for “Best Licensed Product – Appliances, Electronics & Housewares for an Entertainment Property.” This year, new Godzilla products include a new line of Godzilla Squishmallows, a Hot Wheels Godzilla Character Car, and a Cup Noodles x Godzilla apparel line. 

What drew you to return to Licensing Expo? 

The Licensing Expo is the most widely attended trade show in the licensing industry and allows us to build connections with existing and potential new partners. Our goal is to help bring our brands to 

consumers around the world in exciting new formats, and the show is a huge contributor to making that happen. 

What excites you about engaging with your community in person at Licensing Expo this May? 

I am thrilled that Licensing Expo is returning to an in-person format. While the virtual world is convenient and easy to use for getting quick answers, there is nothing stronger than connecting, interacting and collaborating with people in person. 

What challenges have you faced in the absence of in-person exhibitions and what do you hope to achieve at Licensing Expo? 

For the licensing industry, not being able to come together in person lacked more personal connections, meaningful interactions and conversations. I’m excited to reconnect with industry friends and colleagues and meet prospective new clients. I’m thrilled for the Licensing Expo’s return to allow us to be part of the action of our thriving and vibrant industry.