Last week, the Born to License team made the trip to Las Vegas for Licensing Expo 2026. From Expo veterans who've attended for years to newcomers experiencing the show's scale for the first time, our team took full advantage of the opportunity, coming away from the week with valuable connections, insight into emerging trends, and a boosted profile for our clients.

This year Born to License was an exhibitor at Licensing Expo, a huge milestone for us as a company. For the first time we had our own booth on the Expo floor showcasing product samples from across our licensee portfolio, giving the licensing industry a destination to see our clients’ work firsthand. Four shelves and a rolling rack filled with licensed products presented a tangible look at what our licensees are bringing to market. Whether it was picking up a WOLFpak x Barbie backpack, getting a whiff of Every Man Jack x John Deere body wash, or handling the craftsmanship of a Fira X Wear x My Hero Academia jacket, visitors to our booth were able to connect with our clients in a way that no deck can replicate. We were proud showcase how our clients turn IP into excellent products.

The team had a full schedule throughout the week, meeting with licensees and licensors, and attending summits hosted by some of the industry's biggest IP holders, including Hasbro, Disney, Warner Bros., Mattel, Paramount, and more. The message across the board was consistent: nostalgia continues to be a driving force in licensing, and major investments are being made in spin-offs, reboots, and reinventions of beloved IPs. The most successful executions find ways resonate with both longtime fans and new audiences simultaneously. In practice that might mean modernizing a classic cartoon, turning an iconic villain or monster into something cute and cuddly, or translating a childhood experience into something made for today's adult consumer. Over the course of a few days, we had a front-row seat to the future of the industry, and we’re excited to see that future come to life.

We’re glad to have another successful Licensing Expo under our belts, and we’re looking forward to turning those conversations into deals for our clients. Stay tuned!

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