Top 5 Trends from Licensing Expo

Beanstalk attended Licensing Expo and identified 5 key trends from this year's show that capture the future of licensing.

NFT’s, NFT’s, NFT’s

N, F and T were the three most popular letters throughout the show. Whether established IP owners such as the NFL and Mattel extending virtually or virtual IP owners such as VeeFriends and Bored Ape Yacht Club discussing extension into physical products, the line between physical and digital continued to blur. In the keynote address, Gary Vaynerchuk discussed the importance of engagement and brands’ need to meet consumers where they currently are. With that will come a more sophisticated and cohesive consumer journey on and offline.

Experience Economy

The experience economy is back! As the world reopens, brand owners are using creative, immersive experiences to drive engagement with the core product/content. At the same time, real estate owners are seeking to drive traffic to their locations by partnering with brand owners for unique activations that generate buzz. Hasbro announced two major activations, a life-sized Monopoly escape room-style experience in London and a partnership with Marriott for a My Little Pony & Transformers hotel in Shanghai.

Waste Not

From product to packaging to purchase fulfillment, brands are now held accountable by customers for how they reduce waste in our world. Several brands showcased products made from recycled materials. Beanstalk client, Shell exhibited at the show as they seek to use licensing to further reinforce their leadership position in renewable energy.

Game On

Fueled by a surge in engagement from the pandemic, gaming brands continue to maintain their positions as cultural touchstones for consumers of all ages. IPs across all platforms had a significant presence throughout the week. Tinderbox client, Halo, first released in 2001, continues to see its program grow globally and generationally. The brand also recently entered the streaming market with an eponymous TV series that debuted on Paramount+.

Products for All

From adaptive apparel at Target, to Helen Keller Barbie dolls that feature Braille on the package, consumer products have taken massive strides to evolve their offerings in recent years to represent diversity across ethnicities, genders and physical abilities. Licensing Expo saw Magic Wheelchair, a non-profit that provides customized wheelchairs for children, partner with Mattel for a Barbie-themed wheelchair. Crayola also announced Colors of Kindness, a special edition crayon box that spreads kindness and self-reliance through creativity.