Hasbro—beloved owner of childhood brand favorites such as Play-doh, My Little Pony, Monopoly, Little Pet Shop, Magic: The Gathering—is known globally for its toys and games, television programming, motion pictures, digital gaming and consumer product licensing.

A 20-year veteran at the Licensing Expo, Hasbro is excited to bring the World’s Best Play Experiences to life once again at this year’s Show.

Licensing Expo spoke with Bryony Bouyer, senior vice president of global category management and integrated marketing for Hasbro, to learn more to find out what keeps this brand exhibiting year after year.

Why is it so important for you to exhibit at the Licensing Expo?
Licensing Expo provides a great opportunity to align our company with best-in-class licensees, retailers, entertainment execs and promotional partners across the industry. With so many high level, successful industry professionals under one roof, Licensing Expo is also important for networking with media, licensors, licensees and licensing experts.

How has the Show changed over the past 20 years? 
The industry at large has evolved over the last 20 years, with many companies and industry analysts recognizing that licensing is a mechanism that is used to build strong franchises across multiple categories. With that in mind, the level of brand presence, presentation and technology has so increased at the trade show level, attracting higher-level licensors, a broader retail presence, as well as speakers and events from the industry.

What aspects of the Show do you look most forward to?
We’re always excited to share what’s new with Hasbro, but we also enjoy talking with our peers to see what’s new in their categories. As we all know, licensing is an innovative industry with countless opportunities for creative collaboration, and Licensing Expo is a great place to see these partnerships come to life.

As a veteran, what advice do you have for new exhibitors?
Get out of your comfort zone and be ready to meet and network with hundreds of impressive licensing professionals. Whether it’s for learning, potential partnering, or just meeting peers in the industry, Licensing Expo is a great place to build your network and expand your business. A second tip – wear comfortable shoes! It’s a big show, so you can expect to do a lot of walking.

What are some of the more entertaining aspects of the Show that you would recommend?
The keynotes and sessions are a great way to learn about trends in the industry. Also, take some time to walk the show floor and see what your peers are doing. Whether it’s an on-site celebrity, an engaging activation, or a fan-favorite costume character, there’s always something fun happening on the Licensing Expo floor!

Is there anything new that you are doing as an exhibitor this year that you've never done before?
Over the last few years, we’ve evolved our presence from being an exhibitor on the floor to truly showcasing our franchise stories and celebrating our relationships on the Monday night of licensing show at the Light Night Club. This year we continue to expand our access to new/unique content by dressing one of the private rooms on the lower level to showcase a key opportunity to invited retailers and licensees.

What's one fact about Hasbro that you think would surprise most readers?
Hasbro has a robust – and rapidly growing – presence in the entertainment industry. Our iconic brands like My Little Pony and Transformers are brought to life through mobile apps, social media, television, music, feature films and many more. Storytelling is behind everything we do at Hasbro, and Licensing Expo attendees can get a glimpse into our iconic characters and brand stories.

To learn more about Hasbro, visit www.hasbro.com.