New slate of exhibitors deliver on Licensing Expo’s LBE theme

Licensing Expo has revealed a growing roster of exhibitors delivering IP-based experiences on the show floor at the Mandalay Bay Convention Centre on May 24-26.

In response to the 2022 editions’ LBE theme, Crayola and LAI Games are among the latest brands that have announced the details of their LBE activation that will transform their booths into an IP-based destination to bring stories and characters to life.

The theme will be represented through a combination of Licensing Expo and exhibitor-led activations throughout the show floor, plus forward-looking educational content. With LBE serving as a popular marketing and engagement tool, LBE is finding its way into nearly every industry, as indicated by the many cross-category activations designed to capture attendees’ attention and form deeper connections with potential new partners that can help bring their trend-driven IP’s to life.

Anna Knight, SVP of the Global Licensing Group, said: “For more than 40 years, Licensing Expo has been the industry’s premier platform for brands to showcase their portfolio of IPs, from iconic to emergent products and content, to secure new licensees, manufacturers, and retailer partners that will excite and engage consumers.”

“LBE as this year’s theme reflects the times and puts attendees in consumers’ shoes, helping them visualize what the end result could look like tangibly.”


Latest LBE-activations confirmed to date include:

Crayola, Entrance D

Following the May 24 keynote presentation, join Crayola from 3:00pm– 3:20pm for an announcement about the licensing of Crayola Experiences in front of the Crayola mural located at Entrance D. The event also will include a panel discussion with senior executives from Crayola, IAAPA (the trade organization for the amusement park industry), and Licensing International—moderated by Anna Knight, SVP of the Global Licensing Group at Informa Markets—discussing the importance of Licensing in the Location-Based Entertainment sector and the return of the trade show industry.

LAI Games, Booth A188

LAI Games is using Licensing Expo to launch a new version of Virtual Rabbids: The Big Ride… Virtual Rabbids Ultra HD! The new version features the same six experiences in 5K resolution with new VR hardware and software for the motion base by D-BOX.  In addition, LAI Games is announcing a signed agreement with Warner Bros to create a new arcade game for the popular cartoon Rick and Morty from Cartoon Network’s Adult Swim, which will launch towards the end of 2022.

At their booth, LAI Games will be showing Asphalt 9 Legends Arcade, a deluxe motion simulator racing game based on the globally popular mobile app from Gameloft, featuring the world’s biggest supercar brands like Lamborghini, W Motors, McLaren, and many more. In addition, they will also be showing FGTeeV: Out of Time, an arcade game that will expand into the already wild FGTeeV universe.

BigFoot 4×4 Inc., Booth G116

BigFoot 4×4 Inc. will be debuting “BIGFOOT Crush,” a full-size arcade game by Unis Technology, which can be found in bowling alleys, arcades, Chucky E Cheese restaurants, and more all over the world. This exclusive game will be featured at this year’s show in their booth G116. The summer 2022 release of “BIGFOOT Roll & Smash” with XYZ Game Labs will also reintroduce BIGFOOT 4X4 to the Board Game market, with the prototype models available to view at this year’s Expo.

In addition to the LBE theme activations, attendees can visit the new Sports Bar, Toy Café, and Art & Design Lounge to learn about new products and form deeper connections with crowd favourite brands. Confirmed participants include:

  • Sports Bar: Major League Baseball Players, Inc., NFL Players Inc., NASCAR, WWE, and Motul
  • Toy Café: Hasbro, Inc., Mattel, Inc., MGA Entertainment, Spin Master, WildBrain CPLG, Jazwares, Just Play, Brand Activation Consulting, and Build-A-Bear Workshop.
  • Art & Design Lounge: Art Brand Studios, Giordano Studios, Jewel Branding & Licensing, Inc., Mitchell Black Wallpaper, Tate & Co Licensing, and Artestar.


This newest instalment of LBE activations is supplementing the recent announcement which included:

  • Hasbro’s Transformers VR Arena, Monopoly Life-sized and Top Hat Restaurant & Bar, the My Little Pony & Transformers X Marriott Autograph Hotel Collection, and Nerf Challenge North America on Booths A159 & A143;
  • Feld Entertainment’s Monster Truck Simulator Experience on Booths A209 & A215;
  • NAFTOS interactive 2D and 3D NFT minting showcase on booth D3;
  • Falcon’s Beyond immersive experience and tour of Licensing’s X-Lab on Booth U188.
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