STORY: Chinese companies explore opportunities at world's leading licensing expo
SHOOTING TIME: May 23, 2024
DATELINE: May 24, 2024
LENGTH: 00:01:40
LOCATION: LAS VEGAS, the U.S.
CATEGORY: ECONOMY

SHOTLIST:
1. various of the event
2. SOUNDBITE (Chinese): RHEA HE, CEO of ROBBiART
3. various of the event

STORYLINE:   

Chinese brands were participating in a world's leading licensing expo this week in Las Vegas, U.S. state of Nevada, exploring opportunities to expand overseas markets and build up influence of Chinese intellectual property (IP) in the global licensing industry.

Thousands of leading retailers, manufacturers and licensees from around the globe gathered at Licensing Expo 2024 at Mandalay Bay Convention Center in Las Vegas.

The show, running from Tuesday to Thursday, provided opportunities for retailers, licensees, and manufacturers to identify future trends, and connect with the world's most influential entertainment, character, art, and corporate brand owners, and secure deals.

Over 5,000 brands were showcased at the expo, including Hasbro, Paramount and Crayola, and new exhibitors like Liquid Death, Fandom and LEGO.

Chinese brands were on the show floor with their licensed products, programs and characters, including ROBBiART, JAST Company Limited, Semk Products Limited, and Smart Zone Limited.

The importance of IP has drawn increasing attention in China and globally, Rhea He, CEO of ROBBiART, told Xinhua. 

SOUNDBITE (Chinese): RHEA HE, CEO of ROBBiART
"It's the first time ROBBiART took part in the Licensing Expo. We hope to take the opportunity to reach out to more potential customers and designers in the global markets, and to explore cooperation with overseas partners to help them tap into the Chinese market."

ROBBi, the iconic IP character of ROBBiART, is popular among Chinese millennials and Generation Z with its rabbit-like appearance and enigmatic, space-faring persona.

Lots of show visitors showed great interest in the Chinese licensing market, and plan to participate in the upcoming Licensing Expo China 2024, to be held from July 17 to 19 in Shanghai.

For more than 40 years, Licensing Expo has connected the world's most influential entertainment, character, art, and corporate brand owners and agents with consumer goods manufacturers, licensees and retailers.

Xinhua News Agency correspondents reporting from Los Angeles, U.S.
(XHTV)