Studios, TV Shows and Celebrities Roll Out the Red Carpet for Licensed Merchandise
Los Angeles, CA (All News Wire) As droves of entertainment brands prepare to convene at the Licensing Expo 2012 (www.licensingexpo.com), held on June 12-14, at Mandalay Bay Convention Center in Las Vegas, they have much to celebrate. Entertainment brands, including movie studios, celebrities and television shows, are witnessing a growing consumer demand for both traditional licensed merchandise as well as emerging experiential products.
“Entertainment licensing is one of the most visible and fastest evolving categories of licensing,” said Chris DeMoulin, Executive Vice President of Customer Development and President of Licensing for Advanstar, which oversees the Licensing Expo. “Like every other year at Licensing Expo, we anticipate entertainment brands will make some significant deals at this year’s event that will shape the retail trends of the future.”
While today’s shopper stills enjoys licensed products in the typical categories of toys, books and apparel, they are seeking more digital products, which offer them a convenient and experiential way to connect to their favorite brands. This emerging trend in buyer behavior will require brands to uncover new ways to translate their licensed brands into digital products that reach the tech-savvy consumer.
The results of last year’s entertainment licensing deals can be best seen in the diverse products supporting the recent release of The Avengers – including toys, food, and apparel. This year, 2013 blockbuster movie releases like Iron Man 3 (Marvel), Star Trek (CBS), Man of Steel (Warner Bros.), Smurfs 2 (Sony) and The Lone Ranger (Disney) will be on showcase at the Licensing Expo.
Another entertainment category experiencing licensing growth is television, where shows and brands like Swamp People, America’s Next Top Model, Glee and CSI are seeking and finding licensing success. As more consumers align their identity with their choice of TV programming, the demand for merchandise featuring TV shows has increased.
“This is a dynamic time in TV licensing, with excitement focused on both emerging viral properties like Annoying Orange and refreshed classics like Ninja Turtles and Power Rangers,” said Debra Joester, President and CEO of Joester Loria Group, which represents popular TV brands such as Annoying Orange, Deadliest Catch, Mythbusters and Animal Planet. “Annoying Orange established a huge following on YouTube that ultimately drove over a billion video downloads and those fans are now buying Annoying Orange merchandise and eagerly awaiting the debut of the TV series on Cartoon Network.”
Entertainment licensing is also embracing a boom in celebrity brands. An increasing amount of celebrities recognize the value of brand extensions that connect them with their loyal fans, and are inking deals for products such as apparel, cosmetics, perfume and more.
Transcending “celebrity brands” is Kathy Ireland, CEO of kathy ireland Worldwide, she has translated her super model status into a $2 billion brand that offers 15,000 products in apparel, housewares, wedding dresses and more. kathy ireland Worldwide is ranked number 24 of the top 125 licensing brands by License! Global magazine. Kathy Ireland will deliver the Licensing Expo 2012 keynote address, detailing the growth of her brand.
The Licensing Expo 2012 (www.licensingexpo.com) will host attendees from more than 90 countries, with 600 licensing agents, and will offer entertainment exhibitors the ability to explore strategic partnerships, secure promotional tie-ins and connect with retailers worldwide. For more than 30 years, the Licensing Expo has been the meeting place for the biggest names in the industry, attracting the world’s most recognizable brands and properties every year.
About Licensing Expo
Licensing Expo (www.licensingexpo.com) is the licensing industry’s largest annual event. A trade show for leveraging properties and brand equity to develop merchandise, Licensing Expo attracts more than 500 exhibitors representing more than 7,000 brands and properties in entertainment; sports; fashion and apparel; publishing; art and design; automotive; animation/anime; home and housewares; and lifestyle. Exhibitors include Fortune 500 consumer brands, film studios, publishing houses and other creative agencies. Attendees from more than 90 countries represent the world’s leading retailers, manufacturers, distributors and licensing agents. The show is owned and organized by Advanstar Communications, Inc., is sponsored by the International Licensing Industry Merchandisers’ Association (LIMA), and is affiliated with License! Global magazine.