The Changemakers: Licensing Expo

The licensing industry has global influence; consumers flock to buy the products the industry creates, and the revenue driven at retail is a substantial driver in a brand’s power to implement change. Some executives harness the power of their position to become what License Global is calling a “Changemaker,” meaning they are leveraging licensing’s potential as a catalyst to create change.   

As Licensing Expo approaches next month, we caught up with Ella Haynes, event director, Licensing Expo, a part of the Global Licensing Group at Informa Markets, which includes Brand Licensing Europe and License Global, to discuss the event’s commitment to sustainability, diversity and inclusion. 

License Global: Why does sustainability matter to Licensing Expo? 

Ella Haynes: Events can naturally be very wasteful and have a negative impact on local communities where they take place. We work consciously to make sure that we use the event as a platform to drive positive change through two main areas: measuring and controlling our impact as an event and taking accountability for using our platform and reach to educate the licensing community on how to make more sustainable decisions. 

The licensing industry is also responsible for producing and manufacturing consumer products, so we feel we have a duty to help educate our community on how to make more sustainable choices or to be inspired by materials or processes that can help protect our planet. 

How did the Licensing Expo team establish sustainable practices for the event? 

Each year, we follow Informa’s 16 fundamental criteria which are designed to ensure our events meet and exceed our customers’ sustainability expectations and create a positive impact on customers, markets and communities. We are delighted that Licensing Expo is a 16/16 score show, but we want to continue to push the boundaries of our innovation each year. 

One way we amplify sustainable practices is through our partnerships each year. We have built close partnerships with organizations such as Delivering Good, Women in Toys and Products of Change.  

We partner with Delivering Good, a national nonprofit organization that connects excess merchandise from the retail, licensing and manufacturing industries with individuals and families in need, to collect unused and unopened product donated after the show to distribute to organizations that support children and families in the local Las Vegas area.  

Women in Toys, Licensing & Entertainment (WiT) is a 501(c)(3) nonprofit organization and global community that champions and advocates for the advancement of women through leadership, networking and educational opportunities. We partner with them each year, promoting their networking breakfast, taking place this year on Wednesday, May 22. On the last day of Licensing Expo, for the first time ever, the event will welcome the WiT Empowerment Day to campus. WiT Empowerment Day gives women inventors, creators and entrepreneurs a forum to pitch products or ideas to top companies and buyers exclusively from Walmart. Mentor roundtable discussions will also be available to provide learnings from the best in the business. 

Ahead of Licensing Expo, there will also be a specialized WiT Empowerment Day Pitch Prep Program, led by Azhelle Wade, known as The Toy Coach. This program includes everything from preparing product pitches to on-demand video lessons, digital workbooks and a virtual Prep Session to ensure Empowerment Day participants will be confident and ready for meetings. 

Products of Change, the global educational hub driving sustainable movement across the consumer product markets partners with us through hosted on-site product displays, sustainability clinics, roundtable discussions and content, providing valuable advice and guidance for every stage of the sustainability journey. 

Licensing Expo is known as the biggest event in the licensing industry. With an event of this caliber, how do you expand sustainability as the show grows? 

A core initiative at Informa is Better Stands. Better Stands means we will be encouraging all exhibitors to move away from single-use, disposable exhibition booths in favor of reusable structures. We believe moving away from these will improve the ease, quality, safety and sustainability of our exhibitor experiences. Our commitment is that by 2025, all exhibitors will be at minimum, Bronze-level status. We’re delighted that in 2023 all exhibitors were on Bronze level or above, however, we will always continue to work with our exhibitors to ensure that, over time, they move up that ladder and closer to Gold level. 

What trends in sustainability does Licensing Expo see emerging throughout the licensing industry? 

We’re seeing a tremendous amount of new material innovation and manufacturers introducing innovative ways of producing and shipping products. Brands are launching new ranges that are looking at purpose, manufacturing process and packaging alternatives. Consumers are becoming more conscious and making choices on what they buy based on more transparency of manufacturing processes. Our industry is asking for more education and more opportunities to connect with the right people to start their sustainability journey. 

What’s new for Licensing Expo this year? 

In addition to the offerings seen each year like the Opening Night Party at Daylight Beach Club, our annual Character Parade, show floor tours, etc., there are many new initiatives to highlight, including: 

Want to attend the event? Register for Licensing Expo here.