The new name and visual expression reflect the power of brand licensing, collaborations, partnerships, and cross-category experiences
The Global Licensing Group, a POC Partner which has served the licensing community for over four decades, has entered a new chapter: Brand Licensing by Informa.
The new name and visual identity reflect how the licensed consumer product industry has evolved from traditional licensing into a dynamic ecosystem of licensed brand extensions with fandom and innovation at its core, putting “brand” at the heart of the name, says the organisation. This encompasses brand collaborations, partnerships, live and digital experiences, and cross-category experiences across every consumer category.
With a new name also comes a new tagline: “Unexpect the Expected,” which captures the spirit of innovation and possibilities that Brand Licensing by Informa products exist to facilitate.
Brand Licensing’s impact
According to License Global’s Top Global Licensors whitepaper, retail sales of licensed consumer products generated more than $338 billion in 2025, a $30 billion rise year-on-year. These figures demonstrate how brand licensing can drive significant commercial impact from core IP.
Unified global portfolio
The rebrand brings consistent naming across the organisation’s global event portfolio, reinforcing a unified experience for the licensing community worldwide:
- Licensing Expo becomes Brand Licensing Expo (Las Vegas), 25-27 May 2027
- Brand Licensing Europe (London): No change, 28-30 September 2027
- Licensing Expo China becomes Brand Licensing China (Shanghai), 14-16 July 2027
- France Licensing Day becomes Brand Licensing France (Paris), 30 June 2027
- License Global media brand: No change
The new branding launches immediately across all event websites and License Global platforms.
Brand Licensing by Informa events remain sponsored by association partner, Licensing International.
The refreshed brand identity will debut with License Global’s upcoming Leading Brand Manufacturers report, releasing 5 November 2026, marking the first of many touch points where industry professionals will experience the evolved brand presence.
The new identity preserves the organisation’s core strengths that have established it as an industry leader and community of more than 100,000 active and engaged licensing professionals across its global portfolio through industry-leading events and award-winning media.
At the same time, the new identity unlocks increased reach by integrating with Informa’s global network. This network spans sectors including fashion, gaming, retail, food and beverage, manufacturing, and beyond.
The group’s events have more than doubled retail attendance over the past five years, reflecting growing demand from buyers seeking new and innovative ways to connect with consumers, from traditional licensed product ranges to pop-ups, experiences and high-profile collaborations.
“Retailers are increasingly open minded about how they approach brand partnerships,” adds Laura Freedman-Dagg, Director of Retail & Strategic Attendee Engagement for Brand Licensing by Informa. “They are all chasing the same thing: authentic connections with passionate fan communities. Our brand evolution reflects this new reality.”
Looking Ahead: Enhanced Experience in 2027
Brand Licensing by Informa will introduce several enhancements in 2027:
- Reimagined event identities that invite new audiences to discover and embrace the world of brand licensing and collaborations.
- Expanded networking and educational content for both newcomers and industry veterans.
- Thought leadership content from License Global through its comprehensive media portfolio including the website, flagship whitepapers, deeply researched category reports, daily and weekly newsletters, magazines, educational programming via Licensing Unlocked, show publications, live stage content, and more.
These enhancements ensure that both emerging professionals and established brands can access the resources, insights, and cross-industry connections needed to thrive in today’s multifaceted licensing landscape.
The rebrand features vibrant, abstract illustrations showcasing unexpected category combinations such as fashion elements merging with gaming iconography.
