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Licensing Expo Expands

Advanstar Communications’ Licensing Expo has made a lot moves to evolve the show, with the most recent being the decision to expand its showfloor at Mandalay Bay Convention Center in Las Vegas to include a Motorsports segment.
 
The new area will be 5,000 square feet and in addition to changes made at the show this year that saw the exhibit floor reconfigured into four new areas: Art and Design, Characters and Entertainment, Agents and Brands and Fashion.
 
The Motorsports Café in the Brands and Agents section of the show will be home to the several of the sanctioning bodies in the motorsports industry that are looking to develop their businesses through licensing and brand extensions.
 
Vehicles and drivers will be featured from The National Hot Rod Association, SCORE International Off Road Racing, Global Rally Cross and more, according to show organizers.
 
“This is an exciting new venture for Licensing Expo and one that will raise the profile of sports licensing among our attending retailers and manufacturers,” said Jessica Blue, vice president, Licensing Expo.
 
Advanstar will partner with motorsports experts RACE Motorsports Marketing, Inc. and Hot Import Nights to organize and promote the new feature.
 
Brian Rock, president, RACE Motorsports Marketing, said, “We are very excited to bring the action-packed world of motorsports into the spotlight at Licensing Expo and to clearly define the associated benefits from a business perspective.”
 
This is just the newest evolution to the show, with earlier announcements this year made involving Licensing Expo signing cross-promotion agreements with the Toy Industry Association and the International Housewares Association to cross-promote their shows.
 
Next year’s Licensing Expo will be held June 17-19 at the Mandalay.