Licensing Expo 2025 Recap

What an incredible week in Las Vegas! From reconnecting with long-standing clients to energizing conversations with new partners, this year’s Licensing Expo was packed with momentum, meaningful dialogue, and a clear look at where the industry is heading. 

Outside the show floor, we loved catching up with the licensing community at the Opening Night Party, the SPLICE after party, and the Octane5 after party—capping it all off with a team dinner to celebrate the week and what’s ahead. 

Walking the floor, one trend was hard to miss: entertainment and pop culture brands are doubling down on Gen Z audiences—not just as consumers, but as key cultural drivers. 

From nostalgia revivals to meme-powered IP moments (yes, Skibidi Toilet made an appearance), the show reflected a broader shift in how IP owners are connecting with younger audiences. Peppa Pig plot twists, TikTok trends, and digitally native storytelling are clearly reshaping how some parts of the industry approach brand extension. 

One thing is clear — keeping younger stakeholders in mind is becoming an increasingly important part of the conversation across the board. Whether through content, collabs, or consumer products, brands are paying attention to how Millennials and Gen Z are influencing what’s next. 

As always, our approach remains thoughtful, strategic, and genuine. And after nearly 40 years in business, we’re more energized than ever by where licensing is going—and ready to help shape what’s next.