What Happens in Vegas...Goes to Market!

First and foremost, enjoy the Licensing International brilliant Recap of what went down on the show-floor HERE.

Then we can sift probe to connect the industry dots based on what we saw at Licensing Expo 2019.

Here is the Top 10 Kaleidoscope Vision in case you missed the show this year or took the 'back-to-back meetings without coming up for air' route:

1. Who's in the mood for Asian?

Asian inspired Brands, Design and Esthetic everywhere? Hai! From TokiDoki, Toca Boca (Spinmaster), Tasty Peach (DBG), Kitty Cones (Striker Entertainment) and more to IPs occupying prime real-estate, such as: KaKao Friends, TUBA (Wild Flower Group), Line and Friends.

• Mini-Everything? YAAAS. Not only for collectables (gaming IPs have been indulging on this strategy, "Slicensing" categories in order to appeal to different demos and monetize to the max), but also Miniature Brands by all the toy companies (ZURU, Moose Toys, Hasbro/ WCT, etc.). They are cute, collectable, surprising, glow in the dark... you name it. Appealing mostly to 80s kids who are now parents (loop-hole for CP brands that are restricted to market directly to children?).
• What happens to a Licensing Agency that buys doors? Ask Global Icons. This "agency on steroids" now offers a strong value-proposition for all brands, including major expansion in Asia #FredSegal
• Superdry might be a UK company, but its products combine vintage Americana styling with Japanese inspired graphics. Licensee were SuperExcited to partner with the brand via IMG.
• BTS - do I really need to explain? Big Hit Entertainment struck gold, and HomeRun for LINE and Friends representing the BT21 characters, designed by the boy band members.
• Anime is not niche anymore. Toho, Toei Animation, Crunchy Roll and others are "going big, or going home" (and since they aren't at home...:)).
• Cannabis - Central Asia is believed to be the ancestral homeland of the cannabis plant (I shit you not). Health and Wellness gravitating away from Western Meds and towards plants/herbs makes cannabis (emphasis on the CBD due to legal constraints) desirable at retail, and these brands are spreading like peanut butter & jelly.

2. A Store in a Store

The show-floor is now reflecting the retail landscape. It used to be relatively easy to merchandise: Same as when you would know to go to isle 6 for Ketchup, you'd have to go down isle J to see an agent.

With the M&As are in motion, attendees can find HBO tables at the WB booth, and Paramount corners in the Nickelodeon booth... Same as the WW stores in Kohl's, and Sephora at JC Penny's.

The bigger Licensees and Agents are opening their wallets in hopes of buying smaller companies to grow their offering. Concept One bought FUL from Sequential and Danielle Nicole from FAB, Bioworld is on a shopping spree and so many more (that if I tell you about, you will find my body in the bottom of the Hudson river).

3. Still Surprising...

Surprise is still the strategy to hook kids who know it all. The show-floor was buzzing about the LOL OMG (MGA), the Lucky Fortune Cookies (WowWee), Zuru and Moose Toys' mini brand surprise packs, rare collectables and glow in the darks, etc.

4. Co... Collab...Collaborations!!!

It's the first time in 12 years that I've had meetings with companies who came to Licensing Expo solemnly seeking Collabs... But ONLY collabs... Not licensing partnerships.

This is a super important point that should make us think about the expanding purpose of the show/industry, the spectrum of relationships we all should offer and what IP combinations truly win at retail (not serving as marketing social gimmicky strategies).

By now, you are sick of hearing about my 'Marriage Vs. Friends with Benefits' analogies... But Licensing/Marriage isnt for everyone anymore, and brands have to figure out how to restructure their strategic partnerships in order to keep it fresh and relevant.

5. LicensingU was a smashing hit, taking place on the show floor for the first time! No more getting lost in the bowels of the Mandalay (unless you're going downstair to visit Disneyland:))

6. Awards Night had something for everyone - new, familiar, fun, sentiments, diversity and excellence. Stay tuned for exciting format changes!

Harry Potter was once again proven by WBs to truly be a CP global sensation that night.

Dare I say an EverGreen? What's an evergreen anyway?

7. In my mind, an EverGreen is a brand that generations grows up with - it's been there their entire life, and now they can hand it over to their kids. Millenials grew up with Potter and now are parents (I know, scary), reading (watching and buying) to their kids.

Is Rovio's Angry Birds an EverGreen now?

Do EverGreens have an expiration date (= Does a tree make a sound if it falls in the very empty Smurfs booth)?

One thing is for sure, every manufacture, new to licensing I met at the show this year, made it very clear that the retailers they work with are interested in EverGreens only.

8. TRENDS - Yes, I identified 'trends' as a trend. It dawned on me when the ravishing Tamra Dixon @PowerStation-Studios said something over lunch on the last day of the show that really made me think:

"we tend to try to force products and brands to fit into a trend"

And indeed, we have fallen into a very dangerous trap. Instead of brands/IPs setting trends and trailblazing, we are trying to wedge consumer products into "cool" trends.

We force our brands/characters into boxes labeled Girl Power, LGBT, Self Care, Asian chic, Geekness, etc. and the adaptation sometimes seems forced and unauthentic. Moreover, the market is saturated with Prequels and Sequels...

Storytelling should be fresh and bold. If done well, it will stick.

9. eSports

If you can build your eSports IP as a traditional sports model, it may have a loyal following. One thing is for sure: Go where the captive engaged audience is >>> Hint: They ain't wondering around Macy's @11am.

Per the Licensing International recap, OverWatch has major traction at retail, while other gaming brands are like fireflies - if you can catch them while they are glowing, good for you... if not, another one will come by soon enough, so stay attentive! and DTC for goodness sake.

10. Viacom's Jackpot

The true winner of this round is Viacom. They are doing every right. Strategically, year after year, their spice and timing are impeccable.

Even if you haven't attended the show, the Nick Noise hit your eardrum this year. The headlines and amazing deals, such as: Pantone Patrick Star Pink and SpongeBob Yellow, the Baby Shark they welcomed into their world, the Blues Clues reboot, Pam Kaufman still looking like a goddess while wearing Ninja Turtle slippers in the License Global magazine cover story..... #777

OK, CAN IT BE BLE ALREADY?

Text me,

Sharon.