Three Weeks Later: Was Licensing Expo 2026 a Success?
Trade shows are funny things.
During the event itself, everyone is trying to determine whether the show is a success before the show is even over. By the second day, attendees are already comparing notes over coffee, in hotel elevators, and at late-night dinners. Booth traffic is analyzed, meeting counts are compared, and everyone seems eager to declare a winner before the cards have even been dealt.
Three weeks removed from Licensing Expo 2026, however, we finally have enough distance to answer the question properly. From our perspective at Toys & Licensing and Westbridge Licensing, the answer is a resounding yes, and perhaps for reasons that were not immediately obvious while we were standing on the show floor.
What struck us most this year was not necessarily the size of the crowds, the scale of the booths, or even the number of blockbuster properties being promoted. It was the quality of the conversations. There was a seriousness to this year's Expo that felt different from some of the events we've attended over the past decade. People arrived with agendas. Meetings started on time. Attendees seemed less interested in wandering the aisles collecting brochures and more interested in sitting down and discussing actual business.
At the Westbridge Licensing booth, our team was booked virtually nonstop from 9 a.m. until 6 p.m. each day. While that certainly made for a busy week, it also gave us a unique vantage point from which to observe the industry. The overwhelming majority of people who sat down with us weren't there for exploratory conversations. They were there because they had products to launch, brands to build, partnerships to discuss, and opportunities to pursue. The phrase we heard repeatedly throughout the week was simple: "Let's find a way to make this work."
That sentiment seemed to extend well beyond our own booth. Conversations with licensors, manufacturers, retailers, agents, and fellow consultants painted a remarkably consistent picture. While no one would characterize the market as easy, there appeared to be a renewed sense of optimism. After several years of economic uncertainty, supply chain disruptions, shifting retail dynamics, and changing consumer behavior, companies seem increasingly willing to invest in growth again. Not reckless growth, but strategic growth. The kind of growth that begins with a conversation in Las Vegas and evolves into a signed agreement several months later.
Of course, no Licensing Expo would be complete without a healthy dose of star power. As expected, major entertainment properties attracted significant attention. Mattel's continued expansion of the Master of the Universe franchise was a topic of discussion throughout the show, demonstrating once again the enduring power of a well-managed brand with multigenerational appeal. What continues to fascinate us about Master of the Universe is its ability to bridge audiences. It remains nostalgic enough to engage consumers who grew up with He-Man, while simultaneously introducing an entirely new generation to Eternia and its cast of characters. Few properties accomplish that balancing act as effectively.
Yet perhaps the more interesting story was not the traditional entertainment brands, but the growing influence of lifestyle and music properties. Over the past several years, licensing has steadily expanded beyond its historical foundations in television, film, and character brands. Consumers increasingly define themselves through the brands, experiences, and communities they embrace, creating opportunities for lifestyle properties that would have seemed unlikely licensing candidates a decade ago. This trend was visible throughout the Expo and was reflected in many of the conversations taking place both on and off the show floor.
Music, in particular, appeared to have considerable momentum. Artists and music-based brands offer something that every licensor seeks but few truly possess: emotional connection. Fans don't merely recognize a musician's brand; they often feel personally connected to it. That emotional engagement creates opportunities across categories ranging from apparel and collectibles to games, gifts, publishing, and home goods. Several attendees remarked that music licensing feels as though it is entering a new phase of maturity, one in which it is increasingly viewed as a long-term licensing strategy rather than simply a merchandising opportunity.
One topic that surfaced repeatedly in our conversations was the relatively modest presence of Disney. To be clear, Disney remains one of the most influential licensing organizations in the world and will continue to shape the industry for years to come. Nevertheless, many attendees expressed surprise that the company did not have a larger visible footprint at the event. Whether that reflects strategic priorities, changing approaches to industry engagement, or simply the realities of managing an enormous portfolio is difficult to know. Still, when a company as significant as Disney takes a quieter role, others naturally have more room to command attention.
What has become most apparent in the weeks since the show, however, is that Licensing Expo should never be judged solely by what happens in Las Vegas. The true measure of success is what happens afterward. By that standard, this year's Expo may prove to be one of the most productive in recent memory.
Over the past three weeks, we have witnessed a remarkable volume of follow-up activity. Deal memos are circulating. Product concepts are being refined. License agreements are entering negotiation. Introductions are turning into partnerships. The pace of post-show engagement has been among the strongest we have seen in years, suggesting that many of the conversations initiated at the Expo were substantive from the outset. It is one thing to leave a trade show with a stack of business cards; it is another to leave with a pipeline of opportunities that continues to gain momentum weeks later.
Perhaps that is the strongest signal that our industry is entering an encouraging period. Despite economic headlines that often suggest caution, the licensing community continues to demonstrate extraordinary creativity, resilience, and adaptability. Great intellectual property remains valuable. Consumers continue to seek meaningful brands and experiences. And companies across the industry remain eager to discover the next opportunity, whether it comes from a legacy entertainment franchise, an emerging lifestyle brand, a music property, a digital creator, or a concept that has yet to be imagined.
As we look ahead to the second half of 2026, we find ourselves energized not only by the opportunities currently in development but also by the enthusiasm we encountered throughout the Expo. Licensing has always been a business built on relationships, creativity, and optimism. This year's event reminded us that those fundamentals remain as strong as ever.
If you'd like to continue the conversation, visit www.ToyLicensing.com , follow the Toys & Licensing Podcast with Steve Reece and Todd Lustgarten: https://directory.libsyn.com/shows/view/id/a36add17-ad01-480e-aa4f-eddbd3f3e784 and join the Toys & Licensing LinkedIn Group, where professionals from across the global toy and licensing community gather to discuss trends, opportunities, and the future of our industry.
And if the flow of deals we've seen over the past three weeks is any indication, the future looks very busy indeed.
