Episode #39: Navigating The Festival of Licensing with Amanda Cioletti
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Are you attending the Festival of Licensing?
Amanda Cioletti joins The Toy Coach in this episode to tell you how this festival works, what it is, and how you can make the most of it. If you don’t already know, the Festival of Licensing is a virtual event, designed to combine and connect the audience that typically attends three major global licensing events that cover Europe, Asia, and the Americas.
This event is an online space where Brand owners, Manufacturers, and Brands can network and build licensing relationships. The final week of the vent is a paid Licensing Leadership Summit that focuses on the high-level decision-makers in the industry. But until that paid week, anyone in the business can join this festival for free and learn through all of the content and events provided on this platform.
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Azhelle
You were listening to Making It in The Toy Industry, Episode Number 39.
Intro/Outro + Jingle
Welcome to Making It in The Toy Industry, podcast for inventors and entrepreneurs like you. And now your host, Azhelle Wade.
Azhelle
well, hey there toy people. Welcome back before diving in today, I just have to say thank you to everyone that joined me for my virtual launch wrap party and my initial launch party to open and then close out enrollment for toy creators Academy. I know I've got avid listeners who joined me for both events, as well as friends who came to show support. So whether you signed up for the course this year or not, just know that I'm grateful to have you as a listener of this podcast. And I'm going to keep giving you as much value and attention as I did before. And if you're just hearing about toy creators Academy for the first time, and it sounds like something you might be interested in, head over to toycreatorsacademy.com and join the waitlist. If you are assumed to be college grad, or a recent college grad, and you did not come from a toy specific college program, listen up. I know a few of you were interested in Toy Creators Academy, but it just wasn't the right budget fit for where you're at right now. And I get it. Trust me, I have been there. There was a time when my weekly spending budget was $20. So trust me, I get it. And because I know where you're coming from, I'm building something specifically for you. So head over to thetoycoach.com forward slash grads to learn more. Okay, Okay, enough talk and thanks. Let's get started in today's episode, where we're going to talk all about licensing. Okay, toy people Azhelle Wade here and welcome back to another episode of the Making It in The Toy Industry. This is a weekly podcast, brought to you by thetoycoach.com. Now, at the time of the recording that you're about to hear the Festival of licensing is in full swing, and will be actually continuing until October 29. If you don't know what the Festival of Licensing is, or you just want to learn a little bit more about it, then you are in the right place and listening to the right episode. Today I will be joined by Amanda Cioletti. The event and content Director of Global licensing group at informa markets. Amanda oversees licensed global magazine, which is the leading news resource for everything you need to know about brand licensing. Amanda has worked in licensing for almost a decade, and is joining us here on the show today to talk about the Festival of Licensing, which is an online event running from October 6 to October 29. Let's dive right into the interview. Welcome to the show, Amanda.
Amanda
Thank you, Azhelle. It's nice to be here.
Azhelle
Oh, it's so great to have you here. I'm really excited to talk about licensing with you. And just before we started this, I feel you brought up a really great point the Festival of licensing, which is an opportunity for people to connect and make brand deals and make new connections. It's free right now.
Amanda
Yes, absolutely. It's free to attend. So get in there, register and take a look around. It should be the first thing anybody does who's interested in the business of brand licensing. Take a peek. It's what could it hurt.
Azhelle
And you said it's gonna become a paid event soon.
Amanda
So the the event is framed where it's marketed by territory. So last week, which was for us as we're recording this the week of October 5. That was the Festival of Licensing Europe section. And that was meant to replace our unfortunately our brand licensing Europe event which is our large physical trade show that connects Europe for the brand licensing world. And that unfortunately couldn't trade physically. So we created festival licensing that kind of kicked off on that timeline. Next week in our timeline, which is October 14 and 15th is the Asia week where we're which is being powered by our brands licensing Expo Shanghai and licensing Expo Japan. And then the third week is the Americas we powered by licensing Expo. And the fourth week is the pay section, which is licensing Leadership Summit and it's our C level and executive level conference. It's a small intimate event, meant to drive really highly Level thought provoking strategically lead content for, for true decision makers in the brand licensing business.
Azhelle
So I just want everyone to know that this means that you can attend the festival for free and make connections up until the 22nd. And you better take advantage of this because we're getting this episode out early, so you know in advance, and you can take advantage of this amazing opportunity. Okay, so, Amanda, now that we everyone knows that this is a super important episode that they need to listen to all the little bits about the Festival of Licensing. Let's start off and just talk a little bit about you. I'm really curious about your job like what you do as an event director. So what's your day to day like?
Amanda
Thanks for asking. So it's, um, I I'm focused on all things content, and whether that manifests itself as our media brand license global magazine, and that's a daily newsletter, and a magazine and a podcast itself. Licensing mixtape? Yeah, so um, so I oversee that media brand, and that's focused on everything brand licensing, and then the events that flow out of our global licensing group. So licensing Leadership Summit, and licensing Expo in particular are my focuses, as well as festival licensing, which is what we are our virtual pivot that we're currently in. What that means on a day to day is a lot of content generation, a lot of networking, talking to people in the industry getting insight and and making that insight actionable through events and content and publishing.
Azhelle
That's a great, that's a fun job. Content all day. And Coronavirus, must have been like, just put your job in overdrive.
Amanda
It has I mean, for all of us anybody in the event and content world, it's it's definitely been some it's been a year of lots of of learnings and lessons and Quick, quick pivots. But I think, you know, I'm looking, I'm finding silver linings wherever we can, and the fact that we're getting to do these awesome events and, you know, change the focus into into something that's irrelevant for today's audiences what it's all about.
Azhelle
Yes, I love it. Okay, what is the Festival of licensing
Amanda
festival of licensing is a month long celebration of all things brand licensing. So anything that is, you know, tied to the business of extending an IP from from concept to shelf. That's what you can find in the Festival of licensing. It's a month of networking, and doing deals and making connections and having some great, excellent conversations that are centered around some real deep content that's available in our platform. And it's, it's about it's about bringing the industry together. So that we can we can continue to be as strong as we were pre pandemic,
Azhelle
you say it's for networking, what exactly does networking look like in this virtual space.
Amanda
So we've created a lot of different spaces to network, we have a matchmaking. matchmaking platform that underpins the entire event, which allows you to do similar to what you would do in the physical space, which is, you know, seek out connections, find partners that are relevant to you make those connections and set a set a zoom meeting, and, and connect with them over, you know, from the comfort of your own home. In this instance. It's you know, the business of licensing is a relationship based business. So making those connections is essential to being able to function. And that's what this event is really meant to serve from a networking perspective, right. It's helping you perpetuate those connections, create even more and expand your universe.
Azhelle
I did attend licensing week virtual so I do service. Yeah, it was awesome. But I just want you to share with like, what would you say? How do you make a successful first connection using your matchmaking service
Amanda
you use it is honestly i think it's it's such a basic concept but I think that some you know that that maybe some people get get intimidated by reaching out in certain instances. And my advice is you never know until you try and use it use exhaust the system as much as humanly possible because that's where you're going to get your ROI. And you can see it you can see it happening in the quality of meetings. I've been using it which has been great to make connections with people I might not not get the chance to in a physical setting or have you know, to expand the relationships I don't already have And it's been fantastic. It's been really fun because I'm you know, you never know who's gonna come in. There's you can reach out to specific people by category or by company. But then you can also turn on this exhibitor, or this meeting drop in function, which has been really fun. Because all of a sudden, you'll get a ping somebody there waiting for you and you let them into the room and you're having a chat with someone you would never expect similar to like in the physical space where maybe you'd walk up to a booth or a stand at a trade show and see if somebody is available to take a meeting. It's that same concept. Okay,
Azhelle
hold on, I got questions. I need to clarify some things because I've already been in this in this platform. I didn't see anything about this open meeting room. Hold on. Okay, so first, first things first, I know this, but I want you to share this with the listeners. What happens when somebody uses your matchmaking service and sends a message to someone they want to connect with what happens on the other end,
Amanda
so they'll get a they'll get a message and they'll either be able to accept or decline the meeting based on the relevancy to them. So
Azhelle
they get an email,
Amanda
they'll get it, they'll get a ping Yeah, and email, okay. Um, the drop in room though, is some something so separate. So in in the right hand corner of the platform, there's, there's a menu drop down, and then you'll select drop in room. And it basically allows you to turn on the platform and let people know that you're there, you're ready to network. And anybody who is is interested in speaking with, you can just drop in and take your, you know, your quote, unquote, office hours.
Azhelle
What I'm logging in right now. That's great. I did not know that. That's an amazing feature. Love it.
Amanda
It's fun. It's been fun.
Azhelle
So who would you say could attend or should attend the light, the Festival of licensing,
Amanda
anybody who is interested in either taking a product and extending it and finding new reach at retail? So let's say you've got a great idea. You've got an invention, you're launching toy property, you're launching our tape toy product, rather, you're launching and you want to get some extra muscle behind it by attaching a known brand to that. You should be a festival of licensing.
Azhelle
Like that. Maybe listeners? Okay, go ahead.
Amanda
Let's say you're launching a new concept, right? A new IP. And you want to find a way to find a partner for that, whether it's on the product side or on the distribution side. You want to be at festivals, licensing. What about if you're looking to see what your competition is up to or what other companies are up to? Or what's going on with trends in the industry. And the great thing about licensing is it's a horizontal that crosses all the best verticals out there, right. So entertainment, fashion, sports, toys, novelties, corporate brands, food and beverage, like everything, basically the business of shopping and pop culture. You want to be there to check it out and get some insight if you're if you're just in the initial phases and don't know where to start. This is also a great opportunity, because there's no cost to you, so you can get in there and learn.
Azhelle
Mm hmm.
Amanda
And there's some great education in there through our partnership with licensing International, which is our association partner. They've got some great one on one content in there that that can help out those that are just beginning their journey as well.
Azhelle
What percentage of your exhibitors are IPS versus like manufacturers?
Amanda
So our exhibitors are mostly the the brand owners and the IP holders and the attendees are largely retailers, manufacturers, licensees and and inventors. But that mix is evolving, and more licensees are actually joining on to our show floor our physical show floor we've had one of the biggest ones Funko is a big exhibitor at licensing Expo. We've got we've got a ton of them on the FLL floor. I'm looking right now at at bioworld. For example, great, great company with a lot of really cool licenses, they hope but they're definitely predominantly a licensee. There's quite a bit on here.
Azhelle
So if somebody is listening, and they're thinking like, oh, man, I didn't know my IP should be here as an exhibitor. Is it too late? How much is it? What do they have to do?
Amanda
Head over to festivaloflicensing.com, which is our interest page, and it will, it'll funnel you over to register your interest. It'll funnel you over to a salesperson, they'll get in touch with you and let you know how you can hook into our universe in one way shape or form.
Azhelle
Okay, awesome. Awesome. How do you think this virtual event is different from the in person event give me like the pros and the cons. What do you like? What do you not like?
Amanda
Oh, gosh, that's so hard. What? I'm going to start with the fact that, you know, we've all been home for what, seven months now. And, and we're so lucky, it's 2020. Right? We're so lucky, we have the internet to connect, we're so lucky. We have platforms like podcasts, and teams, and zoom, and Skype. And all of these ways that are allowing us to facilitate continuing business, right, we're able to see each other and talk to each other and communicate still, however, you know, it's still isolating right there, nothing will replace physical connections and the physical experience and the energy you get of being in the presence of human beings, celebrating doing business, having a drink with them, or dinner or coffee. None of that ever gets replaced, right. And those are lasting relationships you create. However, the virtual thing, the virtual piece is so exciting, because we can do it now. Right? Like we are able to connect and and create this platform where you can have those connections still, in a time when it just being together isn't possible. So I'd say that, that. I love the physical. I love getting to travel. I think I missed it. I don't know if you do. But I definitely miss it. And big time. I know, I was just lamenting the other day. I'm like, you know, I really could sit on a plane right now. I you
Azhelle
know, honestly, I did so much travel right before this. I'm so glad I did. Like I was I was everywhere. It was great. I know, if I hadn't, I would feel like I'm going insane now, but now I'm like, it's okay. I did. I did my fair share.
Amanda
It's okay. I felt that I felt that way until about a month and a half ago. And I was like, You know what? I should be I should be in Europe right now. Oh, yeah, I kind of missed that. I'm fine with it. I'm fine with it. But um, but I'm glad things like this exists, and that we've been able to create this outlet for everyone to connect virtually, and in a safe place where it's, you know, possible to do so. And to continue this business that we all love, you know?
Azhelle
Yeah. How would you say the licensing business is doing since the pandemic? What are you seeing?
Amanda
We're seeing a lot of adjustments, you know, everybody is it's been a great equalizer, right? We're all in the same boat. We're all having to recreate strategies based on on new patterns that are emerging and new consumer behaviors. And new new capabilities. You know, the supply chain was disrupted for a while, at the beginning of the year. And it's it is returning, but that had a knock on effect the entertainment industry, which is a big component of, of licensed products that's been disrupted, of course you follow you know, if you follow the news, you see that? And so there's, there's innovation that's happening, though, because of that all over the place. And that I would say is the most energizing and again, the silver lining that I keep trying to find, which is the fact that like, we're, while we're kind of looking at, at some major shifts that are happening, there's reinvention happening all over the place across every single vertical.
Azhelle
Yeah, no, that's great. It's very true. Very true.
Amanda
People may be shopping a little differently or a little bit, you know, their habits may have changed slightly, but they're still shopping, entertainment is still being consumed, I'd argue even more so than ever before. There's opportunities all over the place. It's just that reorganizing priorities is what I see happening at the fundamental level right now.
Azhelle
So for my listeners, specifically, but you kind of answered this, but I like to be really direct. Is this really a show where maybe toy inventors or to entrepreneurs that are small time might find some value in forming some new relationships or partnerships?
Amanda
I definitely would think so. And hope so. It's, you know, it's a great place for you as an inventor or a upstart creator to get out there and see what brands makes sense for you to attach your product to right or what what innovations are happening in the space or what's coming down the pike. The thing about licensing is that in a traditional world, it's about 18 months cycle, right? So from from IP, to all the way down to getting your product on a shelf. And that is one of the innovations that's happening right speed to market is shifting all the time and it's definitely increasing. Now. With With the different needs that are happening, but but it's always important to be out there and check out what everybody's doing what's going on what new things are coming down the pike, what you can expect to do to create you to improve your product to make your product stand out from the rest, and to understand where the trends are. Because that's what you need to be doing looking to the future.
Azhelle
And you think that's something that people can gather with all the content that you guys put together?
Amanda
Tons of content, I think there's insight, there's insight to be gleaned from whatever angle you're coming at it from. So if you're, if you're a newbie, there's content for you to kind of learn about the space. And if you're seasoned, seasoned, you know, professional, there's content there for you to no matter what you're interested in. I mean, you have a toy. But what brand new and attached to that, is it going to be? You know, is the latest animation? Or is it going to be an art property? Is it going to be a publishing property? We've got
Azhelle
a, I did see a lot of articles about illustrators and artists going to your shows, I'm curious, like, do you see a lot of success for artists and illustrators that shows like these?
Amanda
Oh, definitely art and designs a massive category for us. And it's one that's, that's really well served on the exhibitor side. It's a great place for, for new new entrants into the licensing world to start with, because there's so much great. So many great artists out there and illustrators out there that are so creative with such beautiful work that just is like begging to be on on something at retail, right?
Azhelle
Yeah, yeah. When you first started, you were telling us how this show is actually broken up into weeks. And I know that the show like you said, normally you'd be in Europe, but what do you see now has it really become global, and it's just become basically another licensing week for everyone.
Amanda
So we have the global licensing group is comprised of multiple shows around the world, we have brand licensing Europe, which, which is our London based event that serves, you know, the pan European market, we have licensing Expo Shanghai, which is based in Shanghai, China, and serves that market. We have licensing Expo Japan, based in Tokyo, and then licensing Expo Vegas, which is our North America based event, but that that also serves all the markets. So this festival is bringing together all of those brands, plus our leadership summit, and licensed global magazine and wrapping it up into one big month long event, because of the fact that that some of those shows were unable to trade. Shanghai is able to physically but unfortunately, the rest of the world isn't able to travel there. Like you would have. Right. Yeah. So. So this is meant to kind of fill that gap. And and similarly in Europe and and North America,
Azhelle
I love it. How can you tell me how many people you're seeing login or register for this event?
Amanda
It's changing all the time. I can tell you that as of and based on when this is this will air it'll change again. Right. But we're we've definitely hit our mark. We're doing really well. We're super, super pleased with with the turnout. And it's looking, it's pacing exactly like our physical shows right now, if not better, so. That's great.
Azhelle
Yeah. What are you seeing in the future? Do you think that there's going to be more virtual events? Or what are you first seeing?
Amanda
I think there's a hunger for physical that just, it just it's irreplaceable, right? But that being said, virtual absolutely has a space virtual has made, you know, you know, I can't imagine us going back and not having some element of virtual in, in what we do. And you know, we've worked really hard this year, I'm creating some, some events, virtual events that resonate. So I can't imagine us not taking those learnings and, and doing something with that and and creating, creating more of a space for it. How it manifests itself is you know, we're still in the planning phase.
Azhelle
All of this everything going virtual is that it's almost like an like you said like an evening of the playing field and opportunity for the small guys who maybe couldn't afford to travel globally totally shows me with all these people, they have an opportunity to start new relationships. Do you do you believe that to that this is this change in the world as a global change where everything's kind of shifting online out of need is really making a huge opportunity for people just starting out?
Amanda
Yeah, I mean, why not? Right. I keep saying that. The pandemic has has been and I'm not the only one to say it. There's it's there's a lot of rhetoric out there about it is a great equalizer. It's it's creating a playing field that looks a lot different than it did last year. Right. And there is a lot of space for people that have new ideas that have innovative ideas for people that are able to pivot and and build a business quickly, whereas maybe some other companies that that are larger have different priorities they have to take into account, right. Yeah, there's certainly opportunity out there. I can't imagine there isn't.
Azhelle
But my final question for you is a big one, it's, what do you think that people need to pay attention to more or do differently, to have success in an online show versus an in person show,
Amanda
I think it's important to give it the same amount of energy and attention, you would in a physical space, block out that time, and dive in and use the platform, you know, at a at a physical show your captive audience, right, you would be there for three days, four days, five days, whatever it is, and you'd be walking around, you'd be taking looks at things you would see something that catches your eye, you know, in passing, right, or you'd run into a friend, or a colleague or, or whatever, getting coffee or in the bar or whatever. And so those are the types of things that you're going to have to recreate in the platform, right. So take a look around, explore the different exhibitor booths, you know, there's everybody from penguin to Hasbro, Mattel, Pokemon Viacom, big agencies like CAA gbg and IMG. You know, new innovative companies like Crunchyroll, or Riot Games, smiley company, NFL, I mean, big, big companies here that to take a look at, but there's also new upstarts too. So you need to be just peeking in and seeing what they've got going on and, and watching the videos that these exhibitors post and that the content that we create, and, you know, take a look at the trends and really, you know, treat it like you would a physical event, just from the comfort of your own home, maybe in your best sweats.
Azhelle
I love that you have to click around I agree because I didn't even know about this meeting, pinging dropping in office hours, you've got to click every single button and take full advantage of this. I Oh, yeah. But I'm sure the education part is even bigger. I haven't found that yet. But one, there.
Amanda
Oh, good. Well, and then and then I would ask you to take some time and do some of the fun stuff too, because we have Hasbro happy hours which is my saw that yeah, it's been really fun right that tunes in Trivial Pursuit they did. In the Europe week, they did a really great mini concert and Trivial Pursuit games. We've got some great like community and inner community and well being program of sponsored by Viacom. We have some great exercise type, like events, you know, so you could do an empty MTV themed workout. Or like SpongeBob yoga. And I mean, who doesn't want to do Sponge Bob Yoga?
Azhelle
Oh, god sounds hilarious. Oh, it's so great. I love it. And I just, I mean, I just want to explain to people a little bit when you go to this website, you can search by licensee you can search by brand and they even I feel like the websites even designed for people that are first timers because it doesn't just say licensee it says licensee parentheses manufacturer like it really breaks it down for you.
Amanda
It does you can you can search by by everything and based on the type of profile you have you can you get more opportunities, right, I definitely encourage you to get in there and and just peek around and click click click click
Azhelle
and you have like a virtual business card right so that when you're visiting exhibitors, you can share your business card with them kind of like a slide into the DMS but subtle. Yes, yes,
Amanda
exactly. Thank you for pointing that out. It's true. I share my virtual business card all over the place. And keep telling everybody like who uses a phone anymore just email me or like you said find me out.
Azhelle
And seriously people call me and I think there's something wrong like what what are you calling me for?
Amanda
What is it? What did I do?
Azhelle
Yeah, was what happened. Alright, so to close out, why don't you tell us about some of the big names that are gonna be at this event.
Amanda
So from a toy perspective, we've got some really great ones we've got Hasbro we've got Mattel. We have Chatsworth, we have Funko. We have asmoday, which is a great game company. We have. Games are hot right now like physical games. Analog games huge. We've got Ubisoft And we've got interesting brands too, that I think toy company should be looking at, like, natural history museum, for example, you have discovery, we've got some great agents that represent tons of brands, like CAA. gvg, like IMG, like, Firefly, like rocket licensing. There's, there's so many opportunities out there, I think that there's something literally for everybody,
Azhelle
right? I mean, I just want people to go in and make sure you fill out your full profile, there's so many levels, you got to fill out your availability and your interest in who you are, like, just get it all in there. Because from my experience, the last show like it all matters, people are checking you, they'll decide whether they're comfortable to meet with you based on the information you put in there. So just show up fully and completely and showcase what you have to offer the attendees to the show.
Amanda
Absolutely. And take advantage. I mean, you know, it's it's there for you, it's free to register amazing use it and abuse it, please come take a look around, say hi to me, I'll be I'll be available in the, you know, free drop in area, and come check out licensed global stuff.
Azhelle
And for all of the links to contact, to reach out to the festival licensing, if you want to maybe exhibit or just attend. All the links are going to be in the show notes. thetoycoach.com forward slash 39. Okay, so to contact Amanda, when you register for a festival of licensing, you'll be able to find her in the platform. So if you want to contact her, you're gonna have to get involved with this show. So find all of the links at this podcast episode page. And I'm so glad you came on the show today. Amanda, thank you so much for sharing everything about the Festival of Licensing.
Amanda
Thank you so much for having me. It's been really fun.
Azhelle
Yeah, it's been a pleasure. Take care. You too. Okay, toy people. There you have it. my interview with Amanda Cioletti, if you aren't already signed up for the festival of licensing, then what are you waiting for? It is free, there is still time to join the event for free and take advantage of all of the educational content that Amanda and the team over at global licensing group at informa markets has made for us. So if you think you might have a valuable IP, or even an idea for an IP, visiting the show for free right now is a great way to learn a little bit more about the licensing market and who the players are from both the licensee and the license or side. Alright, so if you are all excited and ready to go start out in the licensing world because of this episode, head over to thetoycoach.com forward slash 39. And I'm going to give you all of the links to sign up for this show. While it's still free. Did you guys know that this podcast has a Facebook group? Well, it does, and I'd love to have you join. Now the best part of being in this Facebook group is that I often feature toy products of our Facebook group members on this podcast. So if you would like your ready for sale toy product mentioned at the end of a mini podcast episode, then head over to Facebook and search for Making It in The Toy Industry podcast community. If you can't remember all that just head over to thetoycoach.com forward slash 39 and grab the link and join today I would love to be able to communicate with you a little bit more and share some of the work you're working on. Now. Thank you so much for listening to today's episode. I know you have many options of podcasts out there that you can listen to and that your time is extremely valuable. So it means the world to me that you chose to spend your time listening to this one. I would love it if you would subscribe to this podcast if you haven't already. And if you love us, leave us a review on iTunes. I get email alerts when there is a new podcast review. And every review really re energizes me to provide valuable content for you each and every week. So until next week, I'll see you later toy people.
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