Licensing Expo 2026, set to take place May 19 to 21 at the Mandalay Bay Convention Center in Las Vegas, will serve as a key meeting point for toy companies exploring brand extension and licensing opportunities.

The event brings together more than 400 exhibitors representing over 5,000 brands across categories such as entertainment, gaming, sports, food and beverage, apparel, and lifestyle. Licensing Expo attracts a global audience of manufacturers, retailers, and brand owners, offering toy industry professionals access to new licensing partners.

For toy companies, the event provides opportunities to expand intellectual property into adjacent categories, including apparel, publishing, home goods, and digital media. Participating brands on the show floor include Mattel, LEGO, Hasbro, Bandai Namco Entertainment America, Crayola, Jazwares, Pokémon, Spin Master, Netflix, Warner Bros. Discovery, and NASCAR, among others.

“Strong licensing partnerships can make all the difference in how toy companies connect with today’s consumers, opening the door to new audiences and expanding brand reach," said Kimberly Carcone, executive vice president of global experiences at The Toy Association. "Licensing Expo complements the Association’s live events, including LA Previews and Toy Fair®, especially for companies seeking to build momentum with their brands and explore growth beyond the traditional toy aisle."

Licensing Expo’s timing allows toy companies to pursue new licensing agreements ahead of major product development and planning cycles. Retailers already registered for this year’s event include Walmart, Gamestop, Toys “R” Us, Barnes and Noble Booksellers, Hot Topic, Macy’s, Target, J.C. Penney Company, The Entertainer, Lids, and more.

Visit licensingexpo.com for more information.

This content is part of a promotional collaboration with Licensing International.