The Global Licensing Group, a division of Informa Markets and organisers of leading global events Licensing Expo and Brand Licensing Europe, has announced its 2021 dates and a new event format.

Licensing Expo will take place live and in-person. It will be hosted at the Mandalay Bay Convention Center in Las Vegas, Nev on 10-12 August 2021. Accompanying the tradeshow is an online event that will be held two weeks later on 24-25 August 2021.

Meanwhile, Brand Licensing Europe will take place live and in-person at ExCeL London on 17-19 November 2021. An online event will also follow two weeks later from 30 November to 1 December 2021.

2020 has proven that the need to meet and connect face-to-face is paramount.

However, the flexibility and convenience of an online event setting are also useful to the business of brand licensing; particularly in terms of fostering IP exploration, new connections and thought leadership.

The shift to a multi-platform format will blend the best components of in-person and online; creating an enhanced experience for all participants, no matter their circumstances or location.

Supported by a robust online platform, exhibitors and visitors will have access before, during and after the events. They can schedule and host meetings and enjoy on-demand content and thought leadership. Plus, search and discover the widest range of properties available for license anywhere in the world.

The Las Vegas and London events will be organized under Informa’s AllSecure health and safety standards.

This will ensure all participants can attend events safely and with confidence. AllSecure practices comprise learnings and best-practices from across the leading trade event companies around the world. They also follow the World Health Organization (WHO) recommendations to create physical environments that meet industry standards for gathering.

Commenting is Anna Knight, vice president of the Global Licensing Group. “We truly understand the importance of relationships and in-person connections to the licensing industry and have therefore decided to move both events to a time later in the calendar year.

“In addition, we have also seen a fantastic response to Licensing Week Virtual, which we ran in June and October’s month-long celebration Festival of Licensing. Following consultation with many of our customers, we have decided to carry forward the successful elements of these virtual events and learnings from them to run alongside our in-person events in 2021 and beyond. Multi-platform events are definitely the future, and the combination of live and online offers no limits to global participation.”

Also commenting is Maura Regan, president, Licensing International, Global Licensing Group event sponsor. “I know I’m not alone in eagerly anticipating the moment when we can all gather again in person. This revised timeframe and hybrid solution for our industry’s two flagship gatherings will offer the best chance for that to happen soon and safely.

“While we certainly learned this year that nothing can replace actual face-to-face interaction, the unique value of virtual events is their global accessibility. This plan for the 2021 iterations of Licensing Expo and Brand Licensing Europe will allow us to have the best of both worlds.”