The launch reflects the fast-growing demand for licensing in the territory.
Licensing Expo China is to host its first China Licensing Awards, reflecting the growth of the market in the East.
The ceremony, taking place during Licensing Expo China this July 18th to 20th at the National Exhibiton and Convention Center in Shanghai will recognise the achievements of outstanding brands and licensing properties in the industry.
This year, the expo floor will debut more than 230 brands and licensing properties, from animation, apparel, art and culture to food, games, entertainment and lifestyle brands.
Organised by UBM, the inaugural event will be sponsored by LIMA.
“Licensing Expo China is the only trade show that LIMA sponsors in mainland China. UBM’s knowledge of the licensing industry and expertise in delivering top-notch licensing trade shows is unmatched by any other show organiser,” said Charles M. Riotto, president, International Licensing Industry Merchandisers’ Association.
Among the many exhibitors heading to Shanghai next month will be Alpha Animation Brand Management, Angry Birds, Paul Frank, The Simpsons, the British Musuem, BBC Earth and more.
“China’s licensing industry is young but growing faster than all other territories, which is evident from our exhibitor base,” added Athena Gong, general manager, UBM China.
“Chinese consumers are becoming more exposed to different properties and consumer goods, and the launch of Licensing Expo China this year provides our customers with a platform to penetrate the growing market.”
Award winners will be announced on July 18th across categories such as Best China Property of the Year, Best Licensing Promotion of the Year, Best Corporate Brand/Fashion. Lifestyle Program of the Year, Best Location-Based Experiential Initiative of the Year, Best Licensee of the Year and Best Retailer of the Year.