TOTAL LICENSING
NOTES FROM NEW YORK
The latest gathering of the world- try’s growth potential and broad-based and attending in New York have risen
wide licensing community, also acceptance is that about 25% of the well beyond affordable levels. Advan-
known as Licensing International overall attendance came from outside star estimates that on-site costs for
By Charles M. Riotto,
2007, recently wrapped up in New the United States. Accordingly, I spent exhibitors would be about 40% lower
President
York with very positive reviews a majority of my time at the LIMA in Las Vegas, and hotel accommodations
International Licensing
and optimism for the industry’s booth meeting with people from sev- would similarly be much more reason-
Industry Merchandisers’
Association (LIMA)
future. eral developing and emerging licensing able. Apparently, several of the larger
www.licensing.org
Official attendance figures have markets including Eastern Europe, Rus- exhibitors share the concern over the
not yet been announced but esti- sia, South America, India, Taiwan, Korea cost of exhibiting in New York and are
mates indicate that about 25,000 and Singapore. All of them were urg- supporting the Las Vegas move. In ad-
showed up, which would be a new ing me to establish a LIMA presence dition, the long-discussed expansion of
record – a sign that the industry is in those territories to provide much- the Javits Center is expected to begin
healthy and still expanding. needed licensing information. They re- sometime in the next 12-24 months
alize the potentially explosive oppor- and most show organizers are antici-
As in recent years, there was no
tunities for licensing in those markets pating that the construction will have
“gotta-have” mega-property dominat-
and that presently the main barrier to a significant negative impact on the
ing the show. Instead, there were sev-
build-up and tear down of exhibits in
eral solid new introductions as well as
some very creative brand extensions
It is estimated that
the existing space, as well as traffic get-
ting to and from the center, adding to
and, of course, an array of upcoming
on-site costs for
an already difficult show experience.
movie releases including sequels and
new launches. I view it as a positive
exhibitors would be
Conversely, those favoring keeping the
show in New York cite the show’s con-
development that our industry has ma-
about 40% lower in tinuous growth over the past few years,
tured over the years and across sev-
eral different licensing categories and Las Vegas, and hotel
something that few other trade shows
can boast these days. Additionally, they
no longer depends solely on a huge
movie property to attract attention. In
accommodations
note that New York is the world’s busi-
ness and media center, and moving
addition to entertainment-based ex-
would similarly be
out of the city would result in both a
hibitors, the corporate, sports and art
sectors were all well-represented.
much more
significant loss in media coverage and
quite possibly a major dip in buyer at-
During the opening day press confer-
reasonable. tendance since so many of those firms
ence, LIMA announced the results of
are located in close proximity to New
its annual statistical survey of the US
York but might be unwilling to make
licensing industry for 2006, conducted growth is a lack of industry knowledge
the trip to Las Vegas.
by researchers at Harvard and Yale by prospective licensors and licensees.
The additional travel time and expense
Universities. For the second consecu- Part of LIMA’s mission over the past
for European attendees was also a
tive year, none of the major licensing several years has been to broaden our
big cause for concern. Essentially, the
categories showed a decrease from network of licensing contacts around
feeling among this segment is that the
the previous year. Leading the way, as the world and to help create new busi-
show is working just fine in New York,
always, was the Character/Entertain- ness opportunities for our members.
so it does not make sense to make any
ment segment which accounts for We will certainly continue that strat-
major changes.
over 44 % of total industry royalties egy wherever feasible.
with US $2.68 billion, an increase of 2% So while the show and the industry
over 2005. The Corporate Brands seg- are still apparently on the upswing, the This issue will be decided some-
ment was second at 18% (+.4%) and show’s future location was a hot topic time before the end of 2007. In the
$1.09 billion in royalties, followed by of conversation throughout the three meantime, an independent study
Fashion with 13.74% of the total (+1%) days. will be commissioned by LIMA
and $830 million royalties, Sports with As you may have heard, show owner and Advanstar to try to deter-
13.66% (+1.9%) and $825 million roy- Advanstar has announced that it is con- mine the impact on attendance,
alties, and Collegiate (no change), $203 sidering moving Licensing International positively or negatively, that such
million royalties. The complete results to Las Vegas for 2009 and beyond. This a move will bring. Please feel free
of the study are available to LIMA is in response to considerable feedback to send your comments on this or
members at www.licensing.org. from various corners of the industry any other licensing issue to me at
Another strong indicator of the indus- who feel that the costs of exhibiting info@licensing.org.
150
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