Last week, the Greenlight licensing team rocked out with The Trolls, shook wings with our favorite Angry Birds, and took our turns on the Iron Throne (which is quite comfortable as it turns out!). Of course, we also managed to get work done at the world’s largest gathering of licensing professionals at Licensing Expo 2019 at the Mandalay Bay Convention Center in Las Vegas, Nevada.


Each year the Greenlight team joins over 16,000 other attendees from more than 65 countries to learn about the latest and greatest trends in the licensing industry. It’s an opportunity to reconnect with former partners and colleagues, meet with current licensees, see what properties and products you can expect to see on store shelves over the next year, and celebrate recent successes with industry peers.


This year was particularly special for a number of reasons. For the first time, Greenlight had two programs nominated for an International Licensing Award. The Steve McQueen x Barbour International collaboration and Max Einstein: The Genius Experiment joined an incredible roster of nominees from around the world. While we didn’t take home the trophy, we couldn’t have been more proud of our incredible licensees and their retail activations.


The Greenlight team was also able to discuss the newest addition to our roster, Marlon Brando, with current licensees and prospective partners. There was tremendous interest in the Brando program and we expect some fantastic partnerships to launch in 2020.

Finally, the team held in-person meetings with nearly all of our international sub-agents, covering the South America, European, Middle Eastern, and Asia-Pacific regions. Our international business has been a key focus for Greenlight over the past year, and our first partnerships are now launching in Japan, India, and other key markets. The Greenlight roster truly represents global Icons, and the ability to meet in person with representatives from major international markets under one roof was incredibly advantageous for the Greenlight team.

While none of us hit a jackpot on the casino floor (and have thus returned to the office) the Licensing Expo is always a safe bet for the Greenlight team. Whether meeting new partners, reconnecting with old friends, or laying the groundwork for the next big initiative, what happens in Vegas continues to build amazing programs for Greenlight’s incredible clients.