By Allison Watkinson
TLL Reporter
Licensing Expo returns to the Mandalay Bay Convention Center May 19-21 with an expanded roster of exhibitors.
Now in its 45th year, the event organized by Informa Markets will host major brands including Netflix, Warner Bros. Discovery, The Pokémon Company, Paramount Global, LEGO, Mattel, and Hasbro, alongside new participants such as PepsiCo, Sony Pictures Television, and Real Madrid Football Club.
“Licensing Expo 2026 is strategically designed to reflect emerging trends, consumer interests, and retailer demands,” said Anna Clarke, Senior Vice President of the Global Licensing Group at Informa. “By staying attuned to market trends, Licensing Expo 2026 ensures a dynamic and forward-thinking platform that connects attendees with the next generation of iconic IPs and groundbreaking opportunities.”
Sports Licensing Takes Center Stage
The 2026 edition places particular emphasis on sports licensing, one of the industry’s fastest-growing categories. Real Madrid FC will exhibit for the first time, alongside NASCAR, Major League Baseball, NFLPA, and Newcastle United Football Club.
Panini America, making its Licensing Expo debut, holds exclusive licensing agreements with major sports leagues including the NFL, NBA, NHL, FIFA, and NASCAR. The sports and entertainment collectibles company specializes in trading cards, stickers, and memorabilia.
Fashion and Lifestyle Expansion
New fashion-focused exhibitors targeting Gen Z consumers include Ceremony of Roses, which manages merchandise for artists including Adele and Olivia Rodrigo, and Republic Brand Group, representing apparel brands K-Swiss, Jason Wu, and 
Current/Elliott. Lifestyle brands Killer Merch and Mossy Oak will also showcase products.
PepsiCo’s entry into the licensing arena represents a significant addition to the food and beverage category, while other newcomers include Tokyo Broadcasting Television Systems, Sophie La Girafe, and tokidoki.
Entertainment and Gaming Presence
Film and streaming platforms represented at the event include Amazon MGM Studios, BBC Studios, Legendary Entertainment, Sesame Workshop, and pocket.watch. Gaming industry leaders Riot Games, creator of League of Legends and VALORANT, will join The Pokémon Company International and SEGA.
Toy manufacturers Spin Master, Warhammer, Jazwares, Zoonicorn, and Baby Einstein round out the play category, while art licensing will be represented by Artestar, featuring works by Keith Haring and Jean-Michel Basquiat, and Jewel Branding & Licensing’s partnerships with institutions like the New York Botanical Garden.
Industry Growth Continues
According to Licensing International, the global licensing market reached an estimated value of $369.9 billion in 2025. Major retailers including Walmart, Target, Kohl’s, Primark, Macy’s, and Inditex Group have registered to attend, alongside manufacturers such as General Mills, Fruit of the Loom, and Unilever.
Additional exhibitors include SEGA of America, Dept. of the Air Force, US Postal Service, Thunderbird Entertainment, The Coca-Cola Company, Capcom, Tetris, Yale University, Crayola, CAA Brand Management, Funko, and Peanuts Worldwide.
Registration information is available at the Licensing Expo website.