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Licensing Expo Shanghai - LEC - China Licensing Expo
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About this event
Licensing Expo Shanghai (LEC) / China Licensing Expo
Event: Licensing Expo Shanghai (LEC) – China Licensing Expo
Official Dates: 15–17 July 2026
City & Country: Shanghai, China
Licensing Expo Shanghai (LEC) is positioned as a major regional meeting point for the licensing industry, bringing together IP owners, agents, and industry stakeholders across multiple creative and entertainment-driven licensing categories. Organized by Informa Markets, the event is designed to support efficient business connections and commercial partnerships within the broader global licensing ecosystem.
The show operates as a dedicated platform where licensing rights, brand collaborations, character/property development, and related licensing services are presented and discussed. Through its exhibitor and visitor programming, LEC enables cross-company engagement between those who create or control IP and those who distribute, market, and commercialize licensed properties.
In addition to the main exhibition, the event includes a range of industry-focused activities such as matchmaking and conference programming. It is also supported by key industry partners, including Licensing International (formerly known as LIMA), which is described by the event as a leading trade organization for the global licensing industry.
Overall, Licensing Expo Shanghai is a concentrated marketplace for companies operating in character/film/animation-adjacent licensing, brand licensing, IP representation, and licensing business development—making it relevant for organizations seeking structured industry exposure and curated connections in China’s licensing market.
Data sheet
Licensing Expo Shanghai - LEC - China Licensing Expo – Event Attendee & Buyer Profile Analysis
Event Date: 15–17 Jul 2026
Location: Shanghai, China
Event Status: Upcoming
Research Date: 02 Jul 2026
Location: Shanghai, China
Event Status: Upcoming
Research Date: 02 Jul 2026
Event Overview
| Event Name | Licensing Expo Shanghai - LEC - China Licensing Expo |
|---|---|
| Event Date | 15–17 Jul 2026 |
| Event Status | Upcoming |
| Venue | National Exhibition and Convention Center (NECC) |
| City | Shanghai |
| State / Region | Shanghai Municipality |
| Country | China |
| Organizer | Informa Markets |
| Official Event Website | en.licensingexpochina.com |
| Event Type | Trade show / B2B licensing and IP rights exhibition |
| Primary Category | Entertainment & Media |
| Secondary Applicable Categories | Business Services, Retail, Apparel & Clothing, Toys / consumer brand licensing, Marketing & Advertising |
| Audience Reach | Global trade audience with strong China and Asia-Pacific participation |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. Official website markets 200+ exhibitors and 1,200+ IPs as event scale indicators. |
| Attendance Data Reliability | Medium for exhibitor/IP scale; low for total attendance because a current-year footfall number is not publicly confirmed. |
| Main Purpose of Event | To connect IP owners, licensors, licensees, agencies, distributors, retailers, and brand partnership teams for licensing, rights acquisition, merchandising, and commercialization. |
About the Event
Licensing Expo Shanghai is a major China-facing licensing and intellectual property trade event organized by Informa Markets and positioned as a business platform for brand owners, IP licensors, licensing agents, and commercial partners. The official website describes the show as a “must-attend licensing event” in the region and highlights participation across multiple content and brand categories.
The event matters because licensing is a cross-sector commercial channel spanning entertainment, consumer products, retail, character IP, corporate brands, and content monetization. For suppliers and service providers, the show creates access to decision-makers involved in rights acquisition, brand extension, product development, retail partnerships, and licensing operations. It is particularly relevant for B2B lead generation where the target audience includes buyers, channel partners, distributors, and brand commercialization teams.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Licensing and brand partnership teams | Consumer brands, entertainment IP owners, character owners, lifestyle labels | Evaluate licensing deals, category expansion, and partnership terms | Primary commercial audience for licensing, rights, and partnership solutions |
| Retail buyers / category managers | Retail chains, department stores, mass merchants, e-commerce retailers | Select licensed products and retail assortment themes | Important for licensed merchandise, co-branded products, and seasonal collections |
| Merchandising and product development teams | Apparel, toys, home goods, stationery, gifts, consumer goods manufacturers | Source brand assets for product lines and collections | Strong fit for design, packaging, and commercialization suppliers |
| Distributors and wholesalers | Regional distributors, importers, wholesaler networks | Build distribution rights and channel partnerships | Relevant for supply chain, go-to-market, and market-entry service providers |
| Entertainment and media rights teams | Film studios, animation companies, broadcasters, streaming brands | Monetize content through character and IP licensing | High-value target for IP management, digital asset, and licensing technology vendors |
| Agency and rights management teams | Licensing agencies, rights brokers, brand consultancies | Represent IP owners and source licensees | Highly relevant for B2B services, CRM, lead generation, and advisory offerings |
| Legal and contract teams | IP law firms, in-house legal, contract administrators | Review licensing terms, usage rights, compliance, and royalty structures | Relevant for legal tech, compliance, and contract workflow providers |
| E-commerce and marketplace teams | Online marketplaces, DTC brands, social commerce operators | Source licensed merchandise and digital content tie-ins | Relevant for digital commerce, content commerce, and marketplace solution vendors |
| Investors and strategy teams | Private equity, venture investors, corporate strategy teams | Assess IP-based growth opportunities and partnerships | Useful for market intelligence and deal origination services |
| Trade media and industry associations | Licensing trade media, brand associations, industry groups | Influence market visibility and ecosystem awareness | Useful for sponsorship, PR, content syndication, and audience-building services |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Shanghai host city | Local and metro-area attendees | High | Strong concentration of consumer brands, agencies, retail, media, and trade services |
| Yangtze River Delta / East China | Regional business travelers from Jiangsu, Zhejiang, Anhui, and nearby provinces | High | Major consumer manufacturing and export corridor; strong licensing commercialization base |
| Greater China | Mainland China, Hong Kong, Macau, Taiwan attendees | High | Licensing, retail, and distribution decision-makers across the Chinese-speaking market |
| APAC markets | Japan, Korea, Singapore, Thailand, Malaysia, Indonesia, Vietnam | Medium to High | Relevant for regional licensing, distribution, and brand extension strategies |
| Global brand owners and agencies | International IP licensors, licensors’ representatives, licensing agencies | Medium | Shanghai is a gateway for China market access and Asia commercialization |
| International buyers and partners | Europe, North America, Middle East, and Oceania | Medium | Likely for cross-border rights, co-branding, and retail partnership development |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | Licensing is inherently cross-border and the official show positioning supports international brand, rights, and retail participation. |
| Secondary: Asia-Pacific concentrated | High regional strength | Shanghai location and China-focused licensing ecosystem make APAC the densest commercial audience. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| The Walt Disney Company | IP owner / licensor | Global licensing, character IP, consumer products, retail partnerships | disney.com | VP Licensing, Director Brand Partnerships, Business Development Director | Strong Market Fit, Attendance Not Confirmed |
| Warner Bros. Discovery | Media / IP owner | Entertainment rights, character licensing, franchise monetization | wbd.com | Licensing Director, Partnership Manager, Brand Commercialization Lead | Strong Market Fit, Attendance Not Confirmed |
| Mattel | Toy brand / licensor | Toy IP, brand extensions, merchandise partnerships | mattel.com | Licensing Manager, Category Manager, Product Partnerships Director | Strong Market Fit, Attendance Not Confirmed |
| Hasbro | Toy / entertainment IP owner | Character and franchise licensing, retail merchandising | hasbro.com | VP Licensing, Director of Partnerships, Brand Manager | Strong Market Fit, Attendance Not Confirmed |
| Sanrio | Character IP owner | Character licensing, consumer products, Asian retail expansion | sanrio.com | Licensing Director, Regional Business Development, Merchandising Manager | Strong Market Fit, Attendance Not Confirmed |
| Paramount | Media / entertainment rights owner | Film and TV IP licensing, character and brand extensions | paramount.com | Head of Licensing, Partnerships Director, Commercial Strategy Lead | Strong Market Fit, Attendance Not Confirmed |
| Cocomelon / Moonbug Entertainment | Kids media / IP owner | Children’s media brands are major licensing drivers in Asia | moonbug.com | VP Licensing, Director of Consumer Products, Business Development Manager | Strong Market Fit, Attendance Not Confirmed |
| Nike | Brand owner / retail buyer | Licensing-adjacent collaborations, consumer brand partnerships, retail activation | nike.com | Brand Partnerships Director, Product Collaboration Lead, Merchandising Director | Strong Market Fit, Attendance Not Confirmed |
| UNIQLO | Retail buyer / brand collaborator | Frequent licensed fashion and pop-culture collaboration model | uniqlo.com | Merchandising Manager, Category Buyer, Collaboration Partnerships Lead | Strong Market Fit, Attendance Not Confirmed |
| Alibaba Group | E-commerce / platform buyer | Potential buyer for licensed content commerce, campaigns, and digital partnerships | alibabagroup.com | Partnerships Director, Category Operations Lead, Business Development Manager | Strong Market Fit, Attendance Not Confirmed |
| Pop Mart | Consumer brand / IP commercialization buyer | High relevance to collectibles, character IP, and licensed products | popmart.com | Licensing Manager, Product Development Director, Brand Partnerships Lead | Strong Market Fit, Attendance Not Confirmed |
| Tencent | Digital media / IP ecosystem company | Content, gaming, media, and digital IP commercialization | tencent.com | Business Development Director, Partnerships Director, IP Strategy Lead | Strong Market Fit, Attendance Not Confirmed |
| Topps / Fanatics Collectibles | Collectibles / licensed merchandise buyer | Collectibles depend on IP rights, fandom, and retail channels | fanaticsinc.com | Licensing Director, Category Partnerships, Product Strategy Lead | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | VP Licensing / Head of Licensing | Commercial / Partnerships | VP / C-level | Owns licensing strategy, deal flow, and partner selection |
| 2 | Director of Brand Partnerships | Partnerships / Marketing | Director | Evaluates co-branding, sponsorship, and IP collaboration opportunities |
| 3 | Business Development Director | Commercial | Director | Sources new revenue channels and strategic partnerships |
| 4 | Licensing Manager | Licensing / IP | Manager | Manages day-to-day deal sourcing, rights negotiations, and execution |
| 5 | Merchandising Director / Category Manager | Merchandising / Retail | Director / Manager | Selects licensed products, retail assortments, and category themes |
| 6 | Product Development Director | Product / Design | Director | Creates new licensed product lines and packaging concepts |
| 7 | Retail Buyer / Buying Manager | Buying / Merchandising | Manager | Procures licensed merchandise and collaboration products |
| 8 | E-commerce Partnerships Lead | Digital Commerce | Manager / Director | Supports online merchandising and digital activation partnerships |
| 9 | IP Counsel / Legal Manager | Legal | Manager / Director | Reviews contract terms, rights scope, and compliance |
| 10 | Regional Sales Director / Distributor Manager | Sales / Channel | Director / Manager | Builds licensing distribution, reseller, and retail channels |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Entertainment | Core licensing ecosystem includes film, TV, animation, and character IP | IP owners, rights holders, and content monetization teams |
| 2 | Broadcast Media | Broadcasters and media brands often license characters and formats | Content rights and brand extension teams |
| 3 | Retail | Retail buyers source licensed merchandise and collaboration products | Category buyers, merchandising leaders, sourcing teams |
| 4 | Apparel & Fashion | Licensed apparel and collaborations are a major revenue stream | Merchandising, product development, brand collaboration teams |
| 5 | Consumer Goods | Licensed consumer products are central to the show’s commercial model | Brand owners, product teams, licensing managers |
| 6 | Marketing & Advertising | Brand activation, sponsorship, and campaign partnerships are central | Partnerships, sponsorship, and activation leads |
| 7 | Internet | Digital content, social commerce, and online brand partnerships are relevant | Digital commerce, platform partnerships, content distribution |
| 8 | Design | Packaging, product, and character design are key to monetization | Design agencies, creative teams, licensing design services |
| 9 | Wholesale | Distribution and channel expansion are important for licensed products | Importers, distributors, wholesalers, channel partners |
| 10 | Management Consulting | Advisory firms support rights strategy, market entry, and IP commercialization | Strategy, commercialization, and market expansion advisory |
| 11 | Information Technology & Services | CRM, workflow, rights management, and event tech solutions are relevant | Licensing software, data, and sales enablement vendors |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed unavailable | Organizer website does not publish current-year footfall in the copied content | Use only as an unconfirmed metric in outreach |
| Exhibitor count | 200+ exhibitors | Marketing claim on official website | Official website meta description | Use as event scale indicator, not a current live audited count |
| IP count | 1,200+ IPs | Marketing claim on official website | Official website meta description | Indicates depth of rights inventory and licensing opportunities |
| Buyer count | Not publicly confirmed by the organizer | Unavailable | No verified current-year buyer count provided | Use targeted prospecting rather than relying on fixed buyer totals |
| Speaker count | Not publicly confirmed | Unavailable | No verified current agenda count in supplied source text | Check agenda for update before outreach |
| Sponsor count | Not publicly confirmed | Unavailable | No verified sponsor list in supplied source text | Use official sponsorship deck if available |
| Historical attendance | Not confirmed in supplied text | Unavailable | No historical audited attendance figure provided | Keep wording conservative in client-facing materials |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Licensing strategy | Rights monetization and category expansion | Meet licensor teams seeking new partners | Advisory, CRM, deal sourcing, licensing operations tools |
| Retail merchandising | Licensed assortment planning and category growth | Target buyers and category managers | Retail analytics, assortment planning, sourcing support |
| Brand partnerships | Co-branding and collaboration opportunities | Pitch partnership programs to decision-makers | Partnership strategy, sponsorship sales, campaign services |
| IP commercialization | New revenue from media and brand assets | Engage content owners and agencies | Rights management, digital asset management, consultancy |
| Consumer product development | Turn IP into sellable physical goods | Connect with manufacturers and brand owners | Packaging, design, sourcing, manufacturing services |
| Cross-border distribution | Market entry and channel access in China / APAC | Target importers, wholesalers, and channel partners | Distribution services, market entry consulting, logistics |
| Digital commerce | Online licensing, marketplace, and campaign monetization | Approach platform and e-commerce teams | E-commerce enablement, data, ad tech, content commerce |
| Legal and compliance | Royalty terms, IP use, and contract governance | Target legal counsel and contract managers | Contract lifecycle management, IP legal services |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event is centered on IP owners, licensors, buyers, and commercialization decision-makers. |
| Decision-maker availability | High | Licensing and partnership functions typically bring senior commercial leaders and managers. |
| Data collection potential | Medium | Public attendee lists are not confirmed in the supplied source text; exhibitor and program data should be used instead. |
| Apollo targeting potential | Very High | Clear industry and title signals exist for licensing, partnerships, merchandising, and retail buying teams. |
| Geographic targeting potential | High | Strong Shanghai, China, and APAC buyer concentration supports precise regional filtering. |
| Best outreach approach | Account-based outreach | Target licensor, retail, media, and partnership stakeholders with highly specific commercial messaging. |
| Overall lead quality | High | Strong fit for lead generation, attendee-list research, and partnership prospecting in consumer and media licensing. |
| Best use case | Buyer profiling and targeted outreach | Best used to source commercial buyers, licensors, and channel partners rather than broad general attendance campaigns. |
| Limitations / risks | Moderate | No verified current-year attendee list or public footfall figure in the supplied source text; buyer confirmation must be checked before claiming attendance. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Entertainment, Retail, Consumer Goods, Broadcast Media, Apparel & Fashion, Marketing & Advertising, Internet, Design, Wholesale, Information Technology & Services | Capture licensors, retail buyers, partnership teams, and commercialization stakeholders |
| Departments | Business Development, Partnerships, Marketing, Merchandising, Product, Sales, Legal, Operations | Target departments with licensing, buying, and partnership responsibility |
| Seniority | Manager, Director, VP, Head, CXO | Prioritize decision-makers and budget owners |
| Job titles | VP Licensing, Head of Licensing, Director Brand Partnerships, Licensing Manager, Merchandising Director, Category Manager, Product Development Director, Business Development Director, Partnerships Director, Retail Buyer | Focus on the exact functions that buy, negotiate, or activate IP and partnerships |
| Geography | China, Shanghai, East China, Greater China, APAC | Maximize relevance for local and regional attendee targeting |
| Employee size | 51–200, 201–500, 501–1,000, 1,001–5,000, 5,001+ | Covers both regional licensing agencies and enterprise brand owners |
| Keywords | licensing, brand partnership, rights management, character IP, consumer products, merchandising, co-branding, royalties, IP commercialization | Refine for event-relevant commercial intent |
| Company type | Public companies, private consumer brands, media owners, retailers, agencies, distributors | Prioritize organizations with active licensing or buying functions |
Suggested Apollo Search Logic: (licensing OR “brand partnership” OR “rights management” OR merchandising OR “consumer products” OR co-branding OR royalties) AND (Manager OR Director OR VP OR Head) AND (Entertainment OR Retail OR Consumer Goods OR Broadcast Media OR Apparel & Fashion) AND (China OR Shanghai OR APAC)
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Licensing Expo Shanghai official website | Official organizer website | Event name, 2026 dates, Shanghai location, organizer, venue reference, show positioning, exhibitor/IP scale indicators | High |
| Official website navigation and page text | Primary source content | Organizer identity, audience purpose, attendee-facing functions such as match-making, exhibitor/attendee pages, and event ecosystem structure | High |
| National Exhibition and Convention Center (Shanghai) | Venue website | Venue identity and official venue naming for Shanghai exhibitions | Medium |
| Informa Markets | Organizer reference | Organizer attribution for Licensing Expo Shanghai / LEC | High |
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