Last week (20-22 May), Licensing Expo 2025 gathered over 12,000 professionals from all over the world to Las Vegas, for three days exploring new pathways for brand extension, creativity, and responsible growth.

The Products of Change team was out in full force at Expo, between holding the fort at our booth showcasing the UN’s 17 SDGs and how our members are activating them, to walking the show floor, attending meetings, and hosting panel sessions on the main stage and Networking Hub.

With so many engaged attendees coming by the stand to enquire about or catch up with POC, it was clear the conversation of sustainability had by no means been pushed to the wayside for the industry this year.

As the industry records a USD$13 billion annual rise, reaching $369.6 billion in global retail sales, the message from this year’s show was clear: collaboration and purposeful innovation are at the heart of licensing’s future.

“Expo 2025 really highlighted that sustainability is firmly on the agenda in the US – and it’s only growing in importance. What came through loud and clear was the need for greater industry alignment and partnership. At Products of Change, we’re excited to keep supporting this journey, helping to create the right conditions for us all to come together and drive positive and sustainable change,” commented Helena Mansell-Stopher, founder and CEO of Products of Change.

And nowhere was this more clear than at POC’s two panel sessions. The first saw Wendi Wing, senior art director, Moose Toys, detail the company’s sustainability journey and its ambitions for net zero by 2040. Wendi highlighted that the challenges lie in balancing sustainability with cost and ensuring transparency. Anita Majhu from BBC Studios then joined the conversation to speak about how the BBC has collaborated with Moose, and the importance of aligned partnerships. BBC Studios has been on its sustainability journey for five years now, which POC has been fortunate enough to be a part of from the beginning.

The second session POC presented was with David Sprei from Penguin Ventures, and Anne Bradford from Difuzed. Discussing the business case for sustainability, David notes the complexity of managing sustainability in a large global business, while Anne explained the progress in sustainable manufacturing practices that Difuzed has been making.

Organised by Informa Markets’ Global Licensing Group in partnership with Licensing International, this year’s event featured 381 exhibitors, spanning entertainment, fashion, sport, wellness, food & beverage, and more, including 22 POC Members, such as Bravado, Hasbro, Jazwares, Mattel, Paramount, BBC Studios, the LEGO Group, Warner Bros Discovery, and SEGA.

“You could feel the momentum across the floor,” said Anna Clarke, SVP of the Global Licensing Group. “From fresh concepts to nostalgic revivals and wellness-driven initiatives, Licensing Expo is increasingly where the next generation of licensing deals are born.”

This year’s content programme addressed critical challenges like tariffs, supply chain disruption, and the changing shape of retail. A standout panel featuring industry leaders delved specifically into the tariff turbulence and discussed practical responses and strategies. Particular takeaways included highlighting the inability to plan for the year ahead that the tariff uncertainty has caused, but that all companies can do is focus on their today and work to rebuild the second-half of the year as it comes.

With nearly 30% of attendees joining from international markets – including regions such as Latin America, South Asia, and Eastern Europe – the Expo continues to grow as a global meeting point for licensing professionals and sustainability advocates alike.

“We’re seeing brands think beyond product – toward experience, inclusion, and values,” said Amanda Cioletti, VP of content and strategy at the Global Licensing Group. “Consumer expectation has evolved. Emotional relevance, authenticity, and social responsibility are no longer ‘nice to have’ – they’re core to competitive brand success.”

As the industry evolves and continues to grow, so too does its responsibility to do so with purpose and sustainability.

Licensing Expo 2026 returns to Las Vegas, 19–21 May at the Mandalay Bay Convention Center, and Brand Licensing Europe will reconvene in London, 7–9 October 2025, where POC will continue its collaboration with the Global Licensing Group to deliver sustainability to the licensing industry.