Licensing Expo 2026 proved one thing beyond doubt – the brand and licensing industry is not only thriving, it is evolving at pace.
Helena Mansell-Stopher, POC founder and CEO shares her insights from the show.
From the moment the doors opened in Las Vegas, there was a real sense of optimism, energy and momentum across the show floor, with brands, retailers, manufacturers and innovators all focused on the future of consumer connection and growth. With its largest ever exhibitor presence at 410 exhibiting companies, and growing international attendance of 28% from 78 countries, POC was present and delivering impact at the heart of the licensing industry.
For Products of Change, this year’s Expo was our busiest and most progressive yet. Our booth became a hub for conversations around innovation, collaboration and the future of industry transformation, as we showcased a number of pioneering solutions and future-fit innovations from across our member community. From material innovation to new systems thinking, it was inspiring to see so many businesses actively exploring how they can future proof their operations while continuing to build stronger consumer engagement.
One of the standout themes from the show was the power of emotional connection. In an increasingly turbulent world, consumers are leaning into brands more than ever before — looking for familiarity, storytelling, identity and experience. Licensing continues to play a critical role in bringing those connections to life through products, experiences and partnerships that resonate far beyond traditional retail.
That consumer excitement could be felt across the entire event. Universal Music Group’s merchandising arm, Bravado, created a huge buzz with its immersive tour bus and merchandise van experience, giving attendees a glimpse into the world of artist merchandise and fan engagement. The activation perfectly captured the evolution of licensing into experience-led connection, and we were incredibly proud to also showcase some of Bravado’s innovation partnerships on the POC booth throughout the week.
One of the highlights for the POC community was our panel discussion featuring Andrew Xeni (Nobody’s Child), Olivia Kelly (Universal Music Group/Bravado), John Breckow (Disney), and Siobhan May Gardiner (The LEGO Group). Together, the conversation explored how sustainability, social responsibility and environmental impact are becoming embedded within core business strategy — no longer treated as side conversations, but recognised as central to future business success.
Perhaps most encouraging of all was how consistently this message came through in meetings across the Expo. Businesses are no longer asking if they should integrate sustainability into operations — they are asking how. From global entertainment studios to retailers, manufacturers and SMEs, there is a growing recognition that the future of industry will be built on smarter systems, greater transparency, innovation and collaboration. Many are turning to Products of Change to help guide and accelerate that transition.
Across the show floor, the strength of the industry was impossible to ignore. Paramount showcased a renewed energy under new leadership, Hasbro demonstrated the depth of its strategic planning, Warner Bros Discovery and Disney highlighted exciting content pipelines, while countless emerging businesses and innovators brought fresh ideas and technologies to market. Alongside this, a record number of retailers attended the show, all exploring new ways to deepen consumer engagement through licensing and branded experiences.
What Licensing Expo 2026 demonstrated so clearly is that this industry is entering a new era — one driven by innovation, creativity, partnership and future-focused thinking. There was a genuine positivity in the air and a shared ambition to evolve together.
If this year’s Expo was anything to go by, the future of brand licensing looks incredibly strong — and we are already looking ahead with excitement to Brand Licensing Europe later this year.
