Licensing Expo 2026 Keynote to Spotlight Food & Beverage as the Ultimate Brand Extension Goldmine

MARS Snacking, Pacsun will take the License Global stage in a panel moderated by CAA Brand Management

Mar. 17, 2026 at 8:28am

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Licensing Expo, the world's most influential event for licensing, IP extension and brand collaborations, announces a food and beverage focused keynote session titled, "Beyond the Plate: How Food & Beverage Became the Ultimate Brand Extension Goldmine." The panel will feature industry leaders from MARS Snacking, Pacsun, and CAA Brand Management, who will discuss the psychology driving consumer obsession with food-as-identity branding and reveal the playbook for turning taste into profit.

Why it matters

The keynote will come at a time marked by significant and explosive growth in food and beverage licensing, driven by the rise of marketing and the growing appetite for consumers' desire to express their identity via their fandom. This session will provide participants with tools and inspiration to harness the power of this trend, whether expanding a food brand into new categories or bringing the magic of food and beverage to a lifestyle brand.

The details

The session will feature David Lee, Senior Director of Global Licensing and Cultural Marketing at MARS Snacking, and Richard Cox, Chief Merchandising Officer at Pacsun. The panel will be moderated by Allison Ames, Co-President, CAA Brand Management, which represents global giants such as The Coca-Cola Company, Kellanova, Dole, WK Kellogg, California Pizza Kitchen, Guinness, Baileys and The Cheesecake Factory. Key takeaways of the session will include the psychology behind why consumers connect with food brands on a personal level, how to identify and execute winning cross-category collaborations, real-world case studies of partnerships that broke the mold, the secret to creating viral, buzzworthy product extensions, and strategic frameworks for evaluating and capitalizing on F&B licensing opportunities.

  • The keynote session will take place on Wednesday, May 20, 2026 at 12:30 pm PST.

The players

MARS Snacking

A global snacking company.

Pacsun

A clothing retailer.

CAA Brand Management

A global brand management company that represents clients such as The Coca-Cola Company, Kellanova, Dole, WK Kellogg, California Pizza Kitchen, Guinness, Baileys and The Cheesecake Factory.

David Lee

Senior Director of Global Licensing and Cultural Marketing at MARS Snacking.

Richard Cox

Chief Merchandising Officer at Pacsun.

Allison Ames

Co-President of CAA Brand Management.

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What they’re saying

“Food and beverage licensing presents exponential opportunities for brands to expand their reach and connect with new audiences. For many, F&B extension is an incredible opportunity to tap, given the deep emotional connections people have with their favorite foods, snacks, and drinks. Consumers are eager to purchase products that reflect their tastes, making this a powerful avenue for growth. This keynote is designed to demystify the process, showcase success stories, and provide actionable insights on how to leverage this dynamic trend effectively.”

— Amanda Cioletti, Vice President of Content and Strategy for the Global Licensing Group (Licensing Expo)

What’s next

An additional panelist will be named soon to join the keynote session.

The takeaway

The Licensing Expo 2026 keynote will explore how food and beverage brands are redefining the boundaries of collaboration and creating cultural moments that resonate with consumers worldwide, providing attendees with tools and inspiration to capitalize on the explosive growth of food and beverage licensing.