Around The World In Three Days

Last week’s Licensing Expo once again underlined how globally connected the licensing business has become. Properties from outside the U.S. and Canada commanded an ever-higher profile at the show, continuing a growth trajectory that has been ongoing for several years:

• A half dozen territories hosted large multi-exhibitor pavilions. Examples included Korea (with properties such as Larva and Mönk), Brazil (FICO), Japan (Fruit Samurai), Mexico (Cri Cri the Singing Cricket, Futbolitos), and China (Lucky Boy, Ali the Fox). A new British Heritage Pavilion featured the Imperial War Museums, National Museums of the Royal Navy, The Royal Ballet and Opera House, The Natural History Museum, and the Shakespeare Birthplace Trust.
• Solo licensors took their own booths, either for the first time or in a larger configuration than in the past. They included the owners of Masha and the Bear (from Russia), Gallinha Pintadinha (Brazil), Distroller (Mexico), and Robocar Poli (Korea).
• Properties from emerging regions were available for licensing. One example was Bilal, a film produced and funded in the Middle East with a story taking place in Africa. Ink ALC, an agency formed through the recent merger of Europe- and Russia-focused Ink Group and Dubai-headquartered Global New Age Media (GNAM), represents the property.
• International football/soccer clubs had a growing presence. Examples ranged from the U.K. team Tottenham Hotspur to One Entertainment’s display of several clubs, national teams, and events, including FC Barcelona, Manchester United, and Copa América.
• News involving international properties’ expansion into the U.S. was announced at or before the show. Items included Tottenham Hotspur being one of several international football clubs signing U.S. representation deals with Fermata Partners, and Masha & the Bear, which airs on Netflix, securing Spin-Master as its U.S. master toy licensee.

Some of the increase in international exhibitors at the Expo has been spurred by greater efforts on the part of the organizers. But there is no doubt that properties with roots in countries all around the world have a higher chance than ever before of crossing borders, including into the U.S., and that was reflected on the show floor.