Toy market news

Hasbro and Falcon’s Beyond among brands bringing LBE experiences to Licensing Expo

Licensing Expo, produced in partnership with industry trade association Licensing International, returns to the Mandalay Bay Convention Center this May 24-26 with a location-based experiences (LBE) theme that draws on consumers’ growing interest in immersive, IP-based experiences.

Of the 200+ exhibitors confirmed to date, with more signing on daily, many brands are showcasing their foray into LBE at Licensing Expo in search of new licensees, manufacturers, and retailer partners that will help bring their IP-based experiences to life.

Hasbro, Falcon’s Beyond, NAFTOS, and Feld Entertainment are among the brands that have revealed extensive LBE plans for the May event, transforming their booths into an IP-based destination that will capture attendees’ attention. From turning show attendees into NFTs and transporting guests into imagined worlds to a VR battle arena, this year’s event is gearing up to be highly interactive and trend-driven in order to provide a more seamless experience that facilitates new IP discovery.

“We landed on the theme of location-based experiences in order to strategically align with society’s transition from product-focused to experience-centric behaviors,” says Anna Knight, SVP of the Global Licensing Group, organisers of Licensing Expo. “More than ever before, people develop profoundly strong connections with the brands and content they engage with daily; LBE enables IP-owners to foster an even deeper connection that lays the groundwork for a loyal fanbase. We’re so excited to showcase the power and potential of LBE and be a catalyst for its adoption across the globe.”

licensing.biz