Licensing for Retail: January 2025Licensing for Retail: January 2025

How do branded products and extensions show up at retail and what are the latest trends in the space? Find out this and more as Laura Freedman-Dagg, head of retail, Licensing Expo, Brand Licensing Europe, France Licensing Day and License Global, explores the ever-changing landscape through interviews and thought leadership in our new monthly column.

Laura Freedman-Dagg , Head of Retail

January 13, 2025

2 Min Read
Licensing for Retail Column
Licensing for Retail ColumnLicense Globald

I am thrilled to join the License Global team in bringing you this dedicated retail column. Together, we’ll shine a light on the evolving retail landscape, gain insights from market leaders and explore how brand licensing is driving new consumer engagement across the globe.

To kick things off, let’s take a look back at the standout retail highlights from 2024, drawn from Licensing Expo in Las Vegas and Brand Licensing Europe (BLE).

Brand Licensing Europe enjoyed a record-breaking year with especially strong retail attendance, bringing a 46% increase over 2019 and 22% over 2023. The Licensing for Retail Mentoring Programme plays an important role in that. We work hard every day to show retailers that our show is for and about retail, and the work never stops when it comes to engaging new attendees.

Similarly, Licensing Expo saw the highest-ever retail attendance on record. This is a trend that we’ve been observing at both shows for a number of years now, as more and more retailers see the power of brands in engaging consumers, become more aware of our ‘invisible industry’, send bigger teams and stay for longer at our shows – all trends that we expect to continue into 2025 based on early conversations. The power of brands to excite consumers is undeniable, our retailers are always on the lookout for the ‘next big thing’.

Related:Retail Mentoring Programme Opens Applications for 2025

This inaugural column also marks an exciting announcement: the launch of our Licensing for Retail initiatives to the global licensing community. After years of success and year-on-year growth in the U.K., we’re expanding the mentoring program to new regions, tailoring its approach to meet the unique needs of each market. We will also be providing enhanced support and education in advance of both shows for our retail attendees.

Here’s what’s in store for retailers worldwide in 2025:

  • Enhanced support before, during and after Brand Licensing Europe and Licensing Expo, with personalized guidance for navigating the shows.

  • Free access to a limited number of qualified U.S. and U.K. retailers to Licensing Unlocked in 2025, offering exclusive educational content to prepare for the meetings they’ll have at these premier events.

Our mission at the Global Licensing Group is simple: to connect licensors, licensees, and retailers in meaningful ways. We accomplish this through initiatives like the Licensing for Retail campaign, which provides:

  • Curated insights on brands and services showcased at our events.

  • Tools and resources to foster meaningful connections.

  • Licensing education via License Global, Licensing Unlocked, and thought-provoking panels and keynotes at our flagship events.

Related:Record-Breaking Attendance Makes Brand Licensing Europe 2024 the Biggest in History

Retail turnover is a constant in the industry, and we’re committed to helping retailers – regional or category specific – thrive in this dynamic environment.

Apply for the Retail Mentoring Programme in the U.K. for 2025 now.

Watch: Laura Freedman-Dagg, head, retail, The Global Licensing Group, discusses the impact of retail, in a recent interview with License Global ...

About the Author

Laura Freedman-Dagg

Head of Retail, Licensing Expo, Brand Licensing Europe, France Licensing Day and License Global

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