Licensing Expo has revealed the 2022 Licensing U content agenda, developed and produced by trade association, Licensing International, to provide industry newcomers and those looking to advance their knowledge of licensing with elementary and trend-focused education on what they need to know about the $292-billion licensing industry. 

Passes for Licensing U will be available on April 11 for $225 for the in-person pass. Those wishing to access the content must be registered to attend Licensing Expo and indicate their interest in the program here to be notified once the platform opens.  

For the first time, Licensing U content will be available both live and on-demand, enhancing the value of the experience for all attendees and exhibitors. First presented in-person at Licensing Expo on May 24-26, participants who have purchased a Licensing U pass can enjoy the live sessions followed by Q&As and follow-ups in person with speakers. They can also benefit from a show floor tour with Licensing International to help them identify key trends and new brands, plus enjoy drinks reception at the Licensing International booth.   

The on-demand content will become accessible via the online platform from May 26 to enable participants greater flexibility to engage with and revisit content at a time that best suits their schedule and prioritize meetings during the live event.  

Sessions for the 2022 edition are strategically developed to advance the $292 billion global licensing industry, including:  

Tuesday, May 24: 

Learn everything you need to know about licensing if you're new to the industry. This session answers all your questions about licensors, licensees, agents and agreements.  

Forget what you thought you knew about the style guide because fast-fashion retailers' desire for differentiation is all the rage. And by adapting your creative requirements, you can better respond to global and regional trends.   

The days of relying solely on linear media are long gone. YouTube and TikTok are the new juggernauts, which means it's crucial to understand how these digital platforms capture consumers' hearts and drive franchise development.  

Wednesday, May 25: 

Non-fungible tokens (NFTs) and the metaverse are on everyone's radar right now. But what exactly are they, and how can you take advantage of this new digital world? 

More research is available than ever before, which is why it's critical for companies to use that information effectively. Learn what part data should play in your decision-making process without stifling radical creativity.  

Product distribution in the U.S. can be as broad or limited as the licensor permits, but the same can't be said for the EU and the U.K. Learn everything you need to know about global anti-competitive regulations and how to make the right commercial decisions for your business.  

"The licensing industry must evolve at a rapid pace to stay in sync with the changing needs of consumers, making education and peer-to-peer deliberation more important than ever before,” says Maura Ragan, president, Licensing International. “We've never faced challenges quite like those experienced in the past few years, both as a collective industry and personally. This year's edition of Licensing U will deliver expert-led, trend-focused education and will also serve as a creative outlet and a platform for much-needed conversation that we are proud to facilitate jointly with Licensing Expo."  

"We're in a trend-driven industry," says Anna Knight, senior vice president, Global Licensing Group. "As such, it’s crucial for licensees and licensors alike to have a pulse on the latest trends that are shaping consumer behavior to inspire and drive business forward. Our attending and exhibiting communities rely on Licensing U every year to discover new ways to creatively address current challenges and dig deeper into exciting trends to better leverage brand extension as a strategic tool.” The speaker lineup of industry experts will be revealed in advance of the online platform opening on April 11, at which point conference passes will become available.  

Licensing Expo's continued momentum and an increasing number of exhibitors signing on daily have locked in registrations from thousands of sought-after retailers, licensees and manufacturers. New and notable participants include American Eagle Outfitters, Target, Walmart, Zulily, Hot Topic, Mad Engine, Hallmark, Primark, Simba Dickie, Macy’s, PacSun, Pyramid International and many more.