A license to thrive.

Licensing '97 International to build on last year's expansion

Last year was a big year for the licensing industry's annual conference and exposition. Licensing '96 took itself to New York's glassy Jacob K. Javits Convention Center, a move that doubled the show's exhibition space and prompted a 21 percent jump in attendance. There was room for new exhibitors and for bigger booths for returning exhibitors. In all, more than 300 exhibitors and more than 13,100 attendees filled 200,000 square feet. But the show's organizers aren't content to rest on their laurels. Said Diane Stone, show director, "If you think last year was big, this year is off the wall."

Licensing '97 International, newly named in recognition of the increasingly international nature of the licensing industry, will occupy the Javits Center June 10-12. According to Stone, the exhibition floor will be 40 percent larger than it was last year. Some 130 new companies and more than 350 exhibitors are expected to attend; Jim Henson Productions and Harvey Entertainment will join returning companies like Warner Bros., 20th Century Fox, Universal, MGM/UA and Sony Signatures.

Stone also noted an increase in international participation: 70 percent more non-U.S. exhibitors will attend this year's convention, and international attendance will account for roughly 15 percent of the total. Recognizing this growth, the International Licensing Industry Merchandisers' Association (LIMA), which sponsors the convention, will toast international attendees with an evening reception atop the Marriott on June 10.

Although the entertainment industry has had an increasing presence both in the licensing industry and at the convention itself over the last few years, Licensing '97 organizers are quick to point out that there is growth in other segments. "Historically, entertainment companies always have had the spotlight on them, because they have the pizazz," said Murray Altchuler, executive director of LIMA. However, fields like animation and art and design are also discovering the potential of licensing. The Designer/Artist Showcase, a special pavilion that was introduced five years ago, will have more than 120 stands this year, and several new animation exhibitors will be present. "Animation is an exploding field," commented Stone. Corporate branding activity is also up: Altchuler pointed out that at least 15 percent of the Fortune 500 companies will be represented at Licensing '97, either directly or through licensing agents. On the other end of the business spectrum, cause licensing is up: according to Altchuler, small nonprofit organizations are attending and are learning the techniques employed by the big 500. "The move to Javits allowed us to embrace all these other areas in licensing," Stone concluded.

Licensing '97 is working to make these new sectors feel welcome. This year new pavilions will be added for animation, sports, fashion and entertainment companies. On June 11, a round table breakfast will allow artists and designers a chance to network. And the conference program of nine seminars will include several specifically targeted to niche licensing. In "The Burgeoning Market In Art/Design Licensing" on June 11, art licensing pros will offer advice. "Licensing In Today's Global Markets: New Challenges, New Opportunities" on June 12 will target the international licensing industry, dealing with the cultural, legal and economic differences that complicate global licensing programs and looking at established markets in Europe and the emerging ones in Latin America and Asia.

The seminar program, divided into three tracks, will offer a little something for everyone. Beginner panels like. "The Legal Side Of Licensing: Essential Basics For Everyone" and "Retail, The Toughest Nut To Crack: How To Compete In The Battle For Shelf Space" will cover topics ranging from agent agreements, copyright protection and litigation to how small properties can attract retailers' attention. In the second track, "the approach is strategic thinking," said Stone. These seminars include "Power Promotions: A Blueprint For Success," which offers advice on matching the right property to the right promotional partner and covers recent promotional successes and failures.

More than 2,500 properties will be vying for attention at Licensing '97 International, and this year the playing field is looking remarkably level. "We don't see any one home run property emerging at this time, which I think is good for the industry," said Altchuler. So it will be property against property, strategy against strategy, in an effort to win a piece of what is estimated to be a $110 billion industry.