Informa Markets’ Global Licensing group has released details of a strategy with which it will engage a growing audience of Gen Z and Millennial business owners within the global brand licensing industry through a broadened new approach to Licensing Expo and Brand Licensing Europe for 2024 and 2025.
With the US work force now tipped to hit some 93.3 million workers falling within the Gen Z and Millennial age range by 2025, Informa Markets is revising its approach to engage and retain audience numbers by tapping into the sensibilities of the emerging labour market.
According to the 2023 Freemans Trends Report on the global licensing industry, 73% or respondents want to see their trade shows deliver more demos and hands-on activities across the trade show floor, while a whopping 93% would like to see greater professional mentoring and training opportunities within their industry to help advance their careers.
The Global Licensing Group is now entering what has been billed its ‘research and consultation mode’ through which it will conduct one-to-one meetings with exhibitors, attendees, and media partners as it begins to explore ways in which Licensing Expo and Brand Licensing Europe can evolve with growing trends.
As an early result of initial research, Informa Markets’ Global Licensing Group has announced ‘Brands at Play’ as the core theme for Licensing Expo 2024 during which the event will spotlight the ‘power that play holds in every stage of life’ and the ‘creativity it fosters when building brands.’
This theme will continue into Brand Licensing Europe which takes place from September 24 to 26 at London ExCeL next year. It will be demonstrated through a range of immersive brand experiences, new educational content, and new catered networking spaces.
“Licensing Expo and Brand Licensing Europe continue to exceed all expectations with record high retail attendance,” said Anna Clarke, SVP licensing, Global Licensing Group, Informa Markets. “As we enter the next stage of Licensing Expo’s evolution, we continue to strive to facilitate the highest quality of new business opportunities for our industry and invest in the development of exciting advancements for the future.
“The curated theme is contextual and intentional. We invite the licensing community’s imagination of fun to see everyone ‘at play’ throughout the event.”
With registration now open for visitors and exhibitors and admission free of charge for qualified retailers, press, and exhibitors, the Global Licensing Group is anticipating high numbers for the 2024 events.
New and ‘purposeful’ events slated for the 2024 roll-out include keynote and panel discussions, an arcade bar, a boardgame café, a sports tournament, and an arts & craft zone. Moving forward, Day Three activity across both Brand Licensing Europe and Licensing Expo will include: High profile keynote speakers; CMO panels; DE&I panels; Partner events; networking and mentoring sessions for future generations; and a talent acquisition focus.
The Global Licensing Group has also hinted heavily at broadening the scope of the licensing landscape by exploring new and developing areas of business and industry to bring into the licensing space.
This all lands as increasingly the future of business begins to be shaped by more definitive legislation and implemented action to mitigate climate change and facilitate the adoption of more responsible and sustainable business practices.
