Strategic partnership announced between Licensing International and IAAPA

A strategic partnership has been announced between Licensing International, the leading trade association for the $369.6 billion global brand licensing industry, and IAAPA, the premier global association for the attractions industry aimed at fostering deeper collaboration and unlocking new opportunities for their respective members around the world.

This landmark alliance brings together two influential industries that increasingly intersect - where brand storytelling meets immersive guest experiences. By combining the expertise and networks of both organisations, the partnership will enhance member access to exclusive events, curated educational content, and high-impact business opportunities across the global licensing and attractions landscapes.

Through this partnership, Licensing International and IAAPA will co-develop content, cross-promote key events, and highlight thought leadership from across both industries. Members will benefit from expanded educational offerings, access to new global platforms, and the chance to engage with emerging trends that are shaping the future of entertainment, IP, and guest experiences.

Maura Regan, President of Licensing International notes “as consumer expectations evolve and experiences become more central to brand engagement, collaboration between the licensing and attractions sectors has never been more important. This partnership with IAAPA reflects a shared commitment to innovation and to equipping our members with the tools, insights, and relationships needed to thrive in a fast-changing marketplace.”

Jakob Wahl, President and Chief executive of IAAPA adds “attractions are no longer just about rides or exhibits, they’re about creating unforgettable moments, often powered by beloved brands. By aligning with Licensing International, we’re helping our members tap into new ideas, deepen guest engagement, and expand the creative potential of the attractions industry. This partnership represents a powerful step forward for both sectors.”

The collaboration will begin rolling out later this year, with more details to be shared on upcoming initiatives and events.

For updates, visit LicensingInternational.org and IAAPA.org.