https://www.licenseglobal.com/retail-news-trends/retail-trends-tariffs-lead-the-conversations-at-licensing-expo”
Primark and MINISO executives highlighted how emotional connections and cultural moments are reshaping retail, while a separate panel offered strategic guidance on navigating the uncertain tariff landscape.
Steven Heller, Jay Foreman, Sam Hafif and Jed Ferdinand spoke about tariffs at Licensing Expo 2025.

Gage Edwards, Contributor, License Global
May 20, 2025

Day 1 of the Licensing Expo welcomed attendees to a showcase of over 5,000 brands at Mandalay Bay Convention Center in Las Vegas, Nev. Major brands took the License Global Theater stage to speak on trending topics making headlines in the industry such as rapid retail changes and navigating tariff challenges.

Consumer Habits Shaping Retail

Anchoring the day’s event at the License Global Theater was the highly anticipated session, “The Future of Retail: Trends, Technology and the Evolving Consumer,” which featured Sarah Jackson, global director, licensing, Primark, and Ada Dou, executive vice president, chief product officer, MINISO. The session was moderated by Marianne James, senior vice president, global licensing, Hasbro.

Jackson noted that Primark sees consumers tapping into cultural touch points more than ever before.

“What excites me the most is that retail is becoming less about traditional transactions and more about emotional connection,” says Jackson. “Consumers are now buying into more cultural moments than ever, and licensing can play a powerful role within that. Whether it’s Barbie or ‘Stranger Things,’ it’s about moving fast but really understanding why that product is going to connect with the consumer.”

For MINISO, global success has been driven by the brand’s younger, dynamic, customer base. Dou mentions that success stems from MINISO’s precise understanding of the evolving needs of younger customers. Dou has identified three core consumption preferences among younger customers: satisfaction to emotional resonance, symbiosis of product and experiences and affordability.

“In today’s economic climate, and with the transparencies of online information, consumers shop more rationally,” says Dou. “While they were willing to pay for their interests, they demand expansional value for money. We believe every fan deserves a high quality, affordable IP product that brings them joy.”

Steven Heller, Jay Foreman, Sam Hafif and Jed Ferdinand spoke about tariffs at Licensing Expo 2025.

Industry Tips on Navigating Tariffs

One of the hottest topics at the show (and worldwide) is the evolving tariff situation and the uncertainty that comes with it. Ongoing global trade challenges are reshaping the consumer products landscape. To ease some of the tension, licensing industry leaders took to the License Global Theater stage to address the trade changes, provide critical insights and layout strategic direction for those feeling the pressure.

“Tariff Turbulence: Navigating Global Trade and its Impact on Consumer Products” brought together Jay Foreman, chief executive officer, Basic Fun!; Jed Ferdinand, partner, co-chair, Meister Seelig & Fein’s Intellectual Property Group; and Sam Hafif, chief executive officer, founder, Concept One Accessories. Steven Heller, president, founder, The Brand Liaison served as the moderator for the panel.

Speaking on potential legal solutions companies may have when it comes to dealing with the implementation of high tariffs, the panel spoke at length of utilizing a force majeure clause. A force majeure clause may provide temporary relief for a party due to a catastrophic event.

“Most well drafted agreements have a force majeure clause, not all, but the key is what the language says,” says Ferdinand. “Most force majeure clauses don’t say ‘tariffs’ but what they will say are ‘government actions’ or ‘emergencies.’ My clients have been getting calls from their wholesale partners to say the business conditions don’t work, I can no longer pay the minimums, I need relief.”

“The reason this is such an interesting legal issue is when the administration invoked the April 2 tariffs, they invoked emergency powers and said it was a national security issue that we had a trade imbalance,” added Ferdinand. “That issue is now being litigated.”

“[Trump] may have put himself in a trap when he said it’s a ‘national security crisis,’” says Foreman. “I think that in some licensing agreements you may not find ‘duty’ or ‘tax’ but, you look at the definition of what a tariff is, it’s defined very much as a tax. As a licensee, there’s some things that you can do to market to your licensor. My suggestion is to have an open conversation.”