If you ask anyone what they think of when they hear “Las Vegas,” chances are toys and games aren’t exactly top of mind. Dig deeper and go beyond the neon lights, the glitz, the glamour, and yes, even the grit, and you’ll find that Vegas is a city of opportunities, especially when Licensing Expo rolls into town. But opportunity isn’t a sure thing; a gamble paired with the right instinct and a little luck can lead to a big win.

For the toy industry, the annual gathering in the desert has become an increasingly important trip in an era of disruption. What was once a gathering place for dealmakers looking to forge relationships pairing brands and products has blossomed into something much bigger — a convergence of IP owners, executives, creatives, entertainers, and retailers that continually reshape the power of licensing through organic evolution reflective of the modern world.

This year’s Licensing & Entertainment issue is a time capsule marking where the industry is today, and where it may be headed tomorrow.

We caught up with a group of executives to discuss the trends and opportunities shaping the business this year, starting with Abacus Brands (page 26) and how its team is using licensing to fuel growth in the evolving category of “phygital” play and education where kids’ time and attention is at a premium.

In recent years, Las Vegas has become a major sports town with teams from the NHL, WNBA, and NFL planting stakes in the city with the MLB set to join the party in 2028. Pair that with motorsports events from NASCAR, NHRA, and Formula 1 and it’s no wonder why the NBA is rumored to be eying the city as an expansion target. Hot on the heels of Super Bowl LVIII this year, Senior Editor Ali Mierzejewski looks at how kids’ brands are connecting with families via the NFL (page 48) alongside a preview of the latest in sports-inspired toys.

Borrowing a page from the theme of this year’s Licensing Expo, Assistant Editor Ashley Pelletier explores the concept of Brands at Play (page 74); while Assistant Editor Samantha Connell shines a light on some kids’ brands that are driving sales (page 32), including newcomers, classics, reboots, and icons.

They say it’s all about “Location, Location, Location!,” and with that in mind, Senior Editor Nadia Velit checks out the latest developments in location-based entertainment (LBE) on page 54.

Meanwhile, Assistant Editor Madison Patterson explores the intersection of fashion and toys on page 80 followed by a preview of this year’s hottest costumes.

As The Toy Book charges ahead with its 40th-anniversary celebration this year, we’re also looking at brands with big milestones, including Godzilla, Hello Kitty, Minecraft, Peppa Pig, and Playmobil. But that’s not all!

As always, we’ve packed this issue with actionable data and insights from a host of guest contributors to help you make informed decisions, because your big find at Licensing Expo today just might be the big toy hit of tomorrow.

If you’re visiting Licensing Expo, be sure to visit The Toy Book and its sister publication, The Pop Insider, in booth No. G234 to learn more about some exciting opportunities on the horizon.

While I’m not much of a gambler, I do think it’s a safe bet that this year’s party in the desert will spawn deals that we’ll be discussing for some time to come. Just remember to keep this party polite!

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!