Virtual Licensing Week Unites the Global Licensing Industry Highlighting Post-Pandemic Growth

BRANDORA Editorial Staff - June 2020

The first-ever Licensing Week Virtual, organised by the Global Licensing Group in partnership with industry trade association Licensing International, took place June 15-19 bringing licensing industry professionals together from across the globe at a time when physical networking and deal-making was not possible.

The virtual conference and exhibition secured 4,477 attendees globally from the United States, United Kingdom, Mexico, among more. Noted attendees included Build-A-Bear, Guess, Primark, Selfridges, Target, and more world-renowned retailers. Furthermore, 2,933 virtual meetings were scheduled throughout the five-day period and on average, attendees spent 23 hours + on the event platform.

The virtual event showcased the immense and timely need for developing new and nurturing existing industry connections, as well as future-looking and educational sessions for the licensing industry, which generated $292.8 billion in global sales of license goods and services in 2019, according to the Licensing International 6th Annual Global Licensing Survey.

Attendees
Over the course of five days, the event gathered 4,477 attendees, with the top five countries represented including the United States, United Kingdom, Mexico, Brazil, and Japan. Licensing Week Virtual attendees had a high-level purchasing level/seniority with 42 percent citing they finalise and make the purchase decisions for their company and 39 percent influencing/recommending purchase decisions. Top retailers including Build-A-Bear Workshop, C&A, El Corte Ingles, Guess, John Lewis, Moonpig, Primark, Selfridges, Steve Madden, Target, Toys R Us, and more were in attendance for the event.

The business of brand licensing is historically dependent upon face-to-face connections; Licensing Week Virtual notably saw 2,933 meetings coordinated through the Matchmaking Service, nearly parallel to the number of meetings that took place at the live Licensing Expo event.

Most attendees engaged with seven pieces of content and averaged 23 hours and 23 minutes on the event platform, underscoring the need for industry education and network-building at this time. Each day of the event featured content mirroring the experiences and content commonly found at Licensing Expo and Brand Licensing Europe and was organised into the following categories: Brands & Lifestyle, Character & Entertainment, Art & Design, and Emerging Categories.