10 Big Takeaways from the Licensing Expo

By: Bonnie Christine

Story Adapted From Pattern Magazine – Volume 2

Pattern Magazine is Bonnie Christine's quarterly print and digital publication for surface pattern designers, artists, and creative entrepreneurs who believe that how you live shapes what you make. This story first appeared in Volume 2, Rooted Rhythms, the autumn 2025 issue.

Lessons in presence, possibility, and planting seeds for the future.

We loaded our rental minivan with boxes from floor to ceiling, buckling plants in the passenger seats and piling bags of soil on the floor. From bolts of fabric to stacks of Pattern Magazine, every square inch was packed.

Our destination? The Las Vegas Licensing Expo, the largest and most established trade event for global licensing. Over ten thousand retailers, manufacturers, and agents gather inside the Mandalay Bay Convention Center annually, actively searching for artists and brands to work with. This year, for the very first time, we were one of them.

The sight was astounding.

Representatives from well-known brands—Target, Amazon, Walmart, HGTV, Johnson & Johnson, and more—filled the two million square feet of meeting space. Booths from artists and creatives around the world spanned the room, inviting collaboration.

Photo by Lissie Teehee

It was the most exhausting, exhilarating, and fulfilling experience I've had in a long time.

If I’m honest, I’m still catching my breath. We spent months preparing, weeks packing, and a whirlwind of two and a half days exhibiting. It truly felt like a hinge moment for our entire business. I want to share ten of our biggest lessons right here!

1. Face-to-Face Connection Will Always Win

The power of in-person connection is unlike anything I’ve experienced. In just a few days, we built relationships that feel like they’ve been growing for a decade. I don’t say this lightly. People were drawn to the warmth of our booth, the stories behind our work, and the way we showed up with sincerity. (See our Expo Booth here!)

We designed our meeting space inside our Licensing Expo booth to cultivate ease of conversation—a designated area hedged by our garden bed, a backdrop of mood boards filled with inspiration from our pattern process to facilitate story, and details like patterned sconces, cushioned chairs, and a handwoven rug to add comfort.

We walked into the Licensing Expo with just six meetings on the books—and a knot in our stomach. But two hours into the first day, everything changed. Our table was booked solid, inquiries were rolling in, and our entire schedule for the next day was full.

That evening, we made a late-night dash to Target to buy a folding table and chairs, creating a second meeting space on the fly—just so we could keep saying yes to the momentum that was building. We met with brands I deeply admire, sharing our story, process, and patterns day after day. Some meetings were taken on the fly, others were scheduled for thirty minutes, but each followed a similar flow: introduction, stories, vision for collaboration, and steps to move forward.

And from the first conversation to the last handshake, I saw this truth again and again: Art becomes unforgettable when you stand beside it, tell your story, and invite someone into it.

The conversations face-to-face, the in-person connection, can’t be duplicated online. If you ever get the chance to exhibit or attend in person, take it. The energy and momentum are irreplaceable.

2. Licensing Is Alive and Thriving

The industry has had its fair share of question marks lately, with new technology horizons and market shifts. Is licensing still a worthwhile pursuit?

What I saw at the Licensing Expo put this uncertainty at bay. Licensing is flourishing. We met with over a hundred potential partners across home decor, apparel, stationery, and more. The overwhelming sentiment? Excitement. Brands aren’t pulling back; they are leaning in. They want new ideas, authentic voices, and art that tells a story.

Right now, there’s a high demand for narrative-rich design. Industry leaders are craving depth, emotion, and connection.

Are you an artist with personal, heartfelt work? Does your creative process carry your story from inspiration to motif? This is your moment to step forward.

Licensing isn’t slowing down; it’s growing and evolving. And it’s making room for the bold, the personal, the story-driven.

3. Original Work Stands Out

We heard zero concerns about AI-generated art. None. Buyers, manufacturers, and representatives wanted to see the heart behind the work. They want the unfinished sketches and imperfect paintings, the mood boards filled with inspiration, and the personality in the process. They wanted to know who made the pattern and why.

This was the most validating realization of all: Your originality matters.

It’s not about output, fast-paced, high-technology. It’s about craftsmanship and design rooted in meaning.

The world still wants human-made, heart-forward art. Don’t let fears circulating around AI deter you from stepping into this space. People are hungry for authenticity, and that’s something you cannot automate.

4. Storytelling Is Essential

I’ve always believed in the power of story, but this experience deepened that belief. Time after time, brands told us that what sold them was not just the patterns but the stories behind them.

We leaned into story.

As we looked through my Her & History collection, I shared the memories that shaped each design: porch swings and bedtime letters, quiet conversations with my grandparents. I created this collection as a gentle tribute to the small, sacred moments that live on through generations. And as I shared the patterns inside this collection, like “Mama’s Rose Patch” and “Leo’s Orchard”, I didn’t shy away from the stories close to my heart.

Take a peek at the story behind the “Marrell’s Letters” pattern in this collection here.

Your story is the bridge between your art and the people it’s meant to serve. Take time to write it down. Get clear on what each collection represents and know the emotions it carries. Your reasons for creating are beautiful, and people want to hear them.

5. The Licensing World Is Bigger Than You Think

I thought I fully understood the types of licensing opportunities available in our industry. I was wrong (in the best way!). We were approached with ideas for partnerships in areas I had never considered, and the variety of brands at the Licensing Expo was incredible.

Various retail brands were represented, including Target and TJX brands. The paper goods industry was represented by brands such as American Greetings, Hallmark, and more. Home and lifestyle brands like Pottery Barn and Williams Sonoma were also present, along with companies like Netflix, Amazon, and HGTV.

We noticed leaders in the gaming industry and music managers. And don’t forget the grocery sector, which included COSTCO Wholesale, Sam’s Club, and Walmart, among many others.

Did I mention that Disney was at the Licensing Expo?

Being in the room expanded my perspective. If you’ve ever worried that the market is oversaturated, let me assure you that it’s not. There is room for you—so much room. You just have to be brave enough to step into it.

6. Teaching Amplifies Your Brand

I was surprised and touched by how many people expressed interest in the education I provide through Surface Design Immersion. I anticipated conversations about my patterns and licensing—after all, this was the Licensing Expo. But tucked in these conversations was a confirmation that teaching pairs beautifully with creating.

People wanted to know why I created a course that teaches Adobe Illustrator and the art of surface pattern design. What’s inside the eight modules? How does Immersion pave the path for a creative career inside this industry? Psst, take a peek at Surface Design Immersion here!

Sharing and equipping others with the tools and insights I’ve learned these past fifteen years speaks to our brand. It shows investment beyond our own growth, investment in this industry and this community.

If you’ve ever questioned whether teaching would diminish your art, I want you to know it does the opposite. Teaching builds credibility and fosters trust, and it connects you with people who genuinely care about the art you create.

7. Follow Your Instincts, Not Industry Norms

We didn’t research other booths or try to match anyone’s style. We followed our own rhythm.

Our booth was filled with fresh and dried florals cascading over a sixteen-foot wooden greenhouse. Handmade papier-mache birds soared overhead. A garden planter filled with eucalyptus and roses made everything smell like the most inviting florist’s shop. With wooden floors and details of home, it felt like my studio in North Carolina.

It wasn’t traditional or expected, but it was us. And that’s what made people stop and stay. We built an experience, not just a booth. Step inside this experience here!

If you’re preparing for an exhibit, make the display feel like you. That’s the most magnetic and memorable thing you can do.

Photo by Lissie Teehee

8. Let Go of the Physical Portfolio

This one surprised me. We came to the Licensing Expo with a digital and a physical portfolio. The gorgeous physical portfolio we spent days designing? Barely touched. But the digital portfolio was our MVP. Having our full, browsable catalog loaded and ready to go on an iPad made it easy to share, scroll, zoom, and send links in the moment. It was efficient and allowed us to keep conversations flowing naturally.

Physical portfolios are still so beautiful, but our digital portfolio was the winner at the Expo.

Here is how we designed our digital portfolio to make it impactful.

9. The Details Matter More Than You Think

The details communicate who you are and what your brand is about without you ever having to say a word. We obsessed over the details, from wearing coordinated outfits and custom lanyards to bringing in fresh flowers and drinking out of real glasses so there wouldn’t be any plastic bottles in sight.

We broke out the ironing boards to press each and every fabric sample.

We layered mood boards by hand in the hotel room after 10 p.m.

We got our arms elbow deep in plaster, creating a bird display.

We focused on the details because we wanted to communicate that we care. We wanted the fingerprints of our brand throughout our booth to convey intentionality and preparation. Thoughtfulness.

Your attention to detail reflects your professionalism, creativity, and values. It builds trust before a single word is spoken. So go the extra step: vacuum the rug, wipe down the table, and add the ribbon. It’s worth it!

10. Our Press Kit Was the Star of the Show

If I had to pick one thing that made the biggest difference in our presentations, it would be our press kit. It was beautifully designed, thoughtfully written, and gave a quick, clear view of who we are, what we offer, and how to connect with us.

Our press kit included four sections: An Introduction that shared our story and brand. Our Stats that showcased key metrics, press features, and notable partnerships. Collaboration Details that walked through our licensing availability and offerings. And our Contact Information to make it easy to continue the conversation.

People read it, referenced it and carried it from booth to booth. If you’re going to invest your energy somewhere, start here. A great press kit can do the talking for you long after the meeting ends.

Expo Documentary & Handbook

This Expo felt like a hinge in our journey where everything that came before met everything that’s next. We walked in nervous and walked out energized. The Licensing Expo reminded me that our work has a place in the world. That showing up fully and honestly is what people are craving. And that when you believe in what you’re building, others will too.

If you’re dreaming of licensing your work or simply growing your creative brand, let this article be your nudge to go for it. Start preparing, say yes to new opportunities, learn everything you can and trust that your story has power.

We’ve recorded a documentary and created a robust handbook packed with our takeaways from the Licensing Expo. Watch the documentary and get the resource here.

Until then, I hope these lessons help you feel encouraged, equipped, and ready to take the next step.

There is so much waiting for you.

With love,
Bonnie

Wanting More?

This story comes from Volume 2 of Pattern Magazine, Rooted Rhythms. The whole autumn issue, with every story and photograph, is at bonniechristine.com/patternmagazine.