Licensing Expo 2015: Top New Exhibitors

This year, Licensing Expo is featuring an impressive slate of more than 150 new exhibitors. Here are 10 of the standouts.

April 6, 2018

Licensing Expo 2015: Top New Exhibitors

This year, Licensing Expo is featuring an impressive slate of more than 150 new exhibitors. Here are 10 of the standouts.

AwesomenessTV Booth #R187

This multi-platform media company, which is owned by DreamWorks Animation and Hearst Corporation, serves the global teen market through digital video content, consumer products, music and publishing.

The brand's YouTube network has more than 7 billion views across its 90,000-plus channels, and targets an audience of 16- to 24-year-olds. Beyond the content created by its vast slate of digital stars, the company also produces its own original TV and film content, including the recent social movie

Expelled

.

For its Licensing Expo debut, the brand will be showcasing both of its in-house and partner brands including AwesomenessTV Signature, FLhaunt, S.o. R.a.d., Polished and Awesomeness Beauty.

The S.o. R.a.d. brand was created in partnership with retailer Kohl's and features a four-season scripted YouTube series alongside a seven capsule junior's apparel collection.

"Licensing

and merchandising provides a great way for our audience to engage with the AwesomenessTV brand, in addition to creating new revenue streams for our digital native talent," says Jim Fielding, head of global consumer products, DreamWorks Animation and AwesomenessTV. "As a next generation media company focused on teens, we are excited to be exhibiting at Licensing Expo for the first time."

AwesomenessTV serves as the master licensing agent for many of the content creators on its channel including Ingrid Nilson ("Miss Glamorazzi"), Amanda Steele ("MakeUpByMandy24"), Josh Leyva ("YoMuscleBoii") and Sawyer Hartman ("Thru My Eyes"). Additionally, the digital company is also licensing its own brand, which draws on the overall culture and attitude of the network.

Fatburger Booth #H37

This California burger chain boasts 150 restaurants (both owned and franchised) around the world, with 300 more currently in development.

In May 2013, the company saw big success with a line of branded frozen hamburger patties at Walmart in the U.S., and its licensing program was born.

Now Fatburger is looking to expand with additional branded food ranges including condiments and other frozen offerings, as well as more general product categories including apparel and homewares, in particular grilling.

As it makes its formal debut at the world's largest licensing marketplace, Fatburger is interested in pursuing both DTR and third-party licensing deals.

Imperial War Museums Booth #C54

Imperial War Museums, which is a collection of five British museums, has made its way across the pond after exhibiting at Brand Licensing Europe for several years.

Combined, the Churchill War Rooms in London, IWM London, IWM North in Manchester, IWM Duxford in Cambridgeshire and HMS Belfast in London, offer tens of thousands of posters, works of art, photographs, film footage and artifacts that catalog the lives of people who lived in the face of adversity.

The brand has already signed more than 30 licensees with product on shelves in the U.K. and overseas.

IWM is exhibiting at Licensing Expo alongside four other British brands, including the London Natural History Museum and the Shakespeare Birthplace Trust, in the new British Heritage Pavilion.

"IWM has exhibited successfully at BLE for several years and has attracted interest from licensees from all over the world," says Liz Bowers, head of publishing and brand licensing, IWM. "Through our shared history and experiences, there is a great affinity with U.S. licensees, and IWM is keen to further develop and consolidate relationships that have already started."

Maxim Booth #D69

The popular men's magazine

Maxim

has re-branded its image with a renewed focus on luxury lifestyle, high-profile celebrities, sophisticated style and engaging editorial content.

The international publishing brand reaches millions of readers every month across its print and digital platforms. Now, the company is attending Licensing Expo to launch its new consumer products efforts, the aim of which is the expand engagement and deliver the aspirational but attainable appeal of the magazine to retail.

"

Maxim

is a highly valued and trusted brand," says Jill Tully, vice president, licensing,

Maxim

. "This powerful brand equity, combined with our global reach and repositioned look and feel is driving new creative and commercial opportunities to extend our brand experience through licensing and promotions."

Major League Baseball Players Association Booth #A63

The MLBPA protects the interests of every Major League Baseball player, promoting those players and developing opportunities for them, including opportunities in licensing.

This year at Licensing Expo, MLBPA will be showcasing its Players Choice group licensing program, which utilizes the collective marketing power of MLB players to partner with companies who want to associate their brands with the excitement of baseball and its stars.

In addition to developing licensing and sponsorship opportunities under the Players Choice banner, the MLBPA also works to facilitate relationships between brands and individual MLB players in product categories that include apparel, video games and apps, hard goods, collectibles and more.

"The worldwide popularity of Major League baseball players continues to grow every year," says Evan Kaplan, director, licensing and business development, MLBPA. "Each player has their own identity and brand, creating a variety of licensing opportunities and partnerships. By exhibiting at Licensing Expo this year, we are looking to expand our consumer products beyond traditional product lines to connect with our legions of fans across the globe through a variety of new licensing partnerships and promotions."

National Wildlife Federation Booth #B155

This nearly 80-year-old organization is one of the largest private conservation non-profits in the U.S. Dedicated to education and advocacy, the NWF's primary goals are protecting wildlife and connecting people with the great outdoors.

The company currently publishes three magazines–

National Wildlife Magazine

,

Ranger Rick

and the more recently launched

Ranger Rick Jr.

In addition to its core brand, the NWF will also be showcasing its Ranger Rick kids' character at the show.

Nintendo of America Booth #M177

Since the launch of the Nintendo Entertainment System in 1985, the company has sold more than 4.2 billion video games worldwide. Its current gaming platforms, which include the Wii U and the portable 3DS and 2DS, continue to lead the way in video game innovations.

Among the household names that it will be presenting at this year's show are "Super Mario," "The Legend of Zelda," "Donkey Kong," "Animal Crossing," "Pikmin," "Mario Kart," "Splatoon" and "Metroid."

Since 2013 the gaming company has worked with Jakks Pacific for a line of toys and costumes based on its classic characters.

Shopkins Booth #H177

Moose Toys will be highlighting its hit girls' toy brand Shopkins, which features hundreds of grocery-themed collectible characters.

After launching last year, the brand has gone from strength to strength and has already signed dozens of licensees with the help of agents The Licensing Shop, Nelvana and Bulldog Licensing.

Moose Toys will be showcasing the latest upcoming toy series in the Shopkins range and unveiling further details about its larger plans for the brand, which include digital entertainment and more.

SkyMall Booth #G31

This 25-year-old retail brand, best known for its in-flight catalogs, is looking to go "beyond the seat-back pocket" with a licensing program that capitalizes on its global name recognition and connections to the travel industry.

The retailer currently offers thousands of functional, and occasionally unusual, products to millions of travelers each year through its in-flight and digital retail offerings. Now the brand is aiming for new heights. SkyMall is looking to develop new interactive retail activations such as pop-ups and in-store shops, as well as partner with other brands for product collaborations.

"Our goal is to bring the SkyMall brand back to its roots, back to the brands, products and technology that relate to all travelers," says Chaim Pikarski, executive vice president, C&A Marketing. "Our vision for the brand is to raise the profile of SkyMall, while connecting with today's travelers."

YouTube Booth #Q205

The pioneering video-sharing website will marks its 10-year anniversary this year. In just one short decade, YouTube has become an integral part of the lives of millions of people around world who discover, watch and share videos on the platform every day.

The Google subsidiary already boasts an online store full of branded merchandise, and now it is looking to help boost the brands of some of its top content partners.

Among the YouTube partners that will be showcased at Licensing Expo, in many cases alongside their licensing representatives, are "We Are Busy Beavers" (Brand Squared Entertainment), "CuteGirlHairstyles" and "BrooklynAndBailey" (M-Star Media), "Frederator," ChuChuTV Studios, Yoboho

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