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Licensing University

Diverse lineup of more than 40 sessions will explore industry issues and trends and provide expert advice on preparing for the post-recession economy


The International Licensing Industry Merchandisers' Association (LIMA) has announced a compelling lineup of more than 40 seminars and roundtable discussions for Licensing International Expo 2009, the world's premier licensing event, which will be held at the Mandalay Bay Convention Center in Las Vegas, June 2-4.

Part of LIMA's prestigious Licensing University™ program, the sessions will run from Sunday, May 31 through Thursday, June 4 and cover a wide variety of topics, including retail strategies and distribution, corporate branding, legal issues, interactive marketing and international opportunities. The program offers sessions for licensing novices as well as those with many years of experience.

"The Licensing University 2009 conference program is designed to give attendees the knowledge and tools they need to not only weather the current economic storm but to position themselves to prosper when the economy rebounds," said Charles Riotto, president of LIMA. "Whether you're new to licensing or a veteran licensee or licensor, retailer or manufacturer, there are dozens of worthwhile seminars to choose from, many of which are eligible for credit under our Certificate of Licensing Studies (CLS) program."

A Dozen Sessions Before the Expo Opens

The seminar program kicks off on Sunday, May 31 with "The State of the U.S. Licensing Industry" presentation by Marty Brochstein, LIMA's senior vice president of industry relations and information. Geared toward the international attendee, it will examine retail and consumer trends that play an important role in the prospects for licensed characters and brands. Immediately following Brochstein's presentation, LIMA will host a two-and-a-half-hour "Tour of the U.S. Retail Market" that will include stops at Fashion Show mall, one of the nation's largest shopping centers with seven department stores and more than 250 shops and restaurants, as well as stores in the Boca Park shopping area, including Target, Kohl's and other mid-tier and specialty stores. Cost for the retail bus tour is $65.

A slate of 10 seminars is planned for Monday, June 1, half of which are designed for industry newcomers. The day will begin with "Licensing for Beginners in Today's Marketplace," moderated by Nell Roney, president of Nancy Bailey & Associates, a leader in corporate licensing that develops licensing programs for a host of Fortune 100 companies, including Procter & Gamble, Schering-Plough, and Crayola, to name a few. Roney is a 25-year industry veteran who has experience as licensee and licensor in a variety of categories, including entertainment, sports, art, food, and toys.

Among the remaining Monday sessions, two are focused on retail, two offer an international perspective and one will provide a fascinating behind-the-scenes look at one of the world's best-known brands: Coca-Cola. In "Making Your Brand Mean More," Cindy Birdsong, longtime Coca-Cola executive who is now the principal of Brand Licensing Team, which handles Coke's licensing business, will reveal what the company has been doing to transform the Coke licensing program into a more powerful marketing asset.

First-Ever Keynote

This year the show will kick off with its first-ever keynote address, on Tuesday, June 2 at 8:00 a.m. Dan Stanek, executive vice president of the global consulting and marketing research firm TNS Retail Forward, will answer the question on everyone's mind: What will the retail landscape look like when sales begin to rebound? And which of the changes in shopper behavior are likely to be short-term, and which are more fundamental, long-term transformations? The keynote is free for all show attendees.

More than two dozen additional sessions are planned Tuesday through Thursday. Highlights include:

  • The State of Brand Licensing in 2009 - A look at recent successes (and failures) with an eye toward what brand owners expect from licensing, how product recalls affect brand licensing, and more. Host: Stephen Reily, CEO of IMC Licensing

  • Getting Your Brand Ready for Licensing - Find out if your brand is ready for licensing and, if so, what it takes to move forward. Host: Elizabeth O'Neill, senior vice president, business development and marketing, The Beanstalk Group

  • Using Market Research to Develop Your Licensing Strategy - Discover how to use research to develop "fact-based" selling stories. Hosts: Lynn Scott and Leigh Ann Schwarzkopf, co-founders, Project Partners Network

  • Viral Marketing and New Media: Understanding New Communications Technologies - How to harness the power of social media to generate transactions. Host: Eric Schwartzman, managing director of Schwartzman & Associates and founder of iPressroom Corp.

Networking Roundtable Series

Designed for attendees to share ideas and network with their peers, roundtable discussions covering legal, sports, public relations, social and environmental issues are scheduled for Thursday, June 4. Specific topics include "Securing Your Global Licensing Program Against Counterfeiting," "How to Run a Lottery Licensing Program," "Crisis PR: What to Do When Bad Things Happen to Good Licenses," and "Building an Environmentally Sustainable Licensing Program."

To view the complete 2009 seminar lineup and see which sessions are CLS-certified, visit www.licensingexpo.com/conference. Registration can be done online, or by phone at (888) 644-2022. Sessions have limited seating and registration is on a first-come, first-served basis.

Session pricing is as follows: Single session member/non-member, $150/$180; five-pack member/non-member, $475/$585; all-inclusive member/non-member, $994/$1,170.

For information about the 2009 Licensing University conference program, contact Christina Attardo at cattardo@licensing.org or call 646-744-3741.