You think Gwyneth Paltrow and Coca-Cola have something in common? (They do)

Quick question: What do Gwyneth Paltrow, a Las Vegas startup and Coca-Cola have in common?

Answer: They’re all exhibiting at Licensing Expo 2013, being held at the Mandalay Bay Convention Center through Thursday.

Well, Paltrow isn’t technically exhibiting, but her companies — Goop.com and the Tracy Anderson fitness brand — are, which is why she gave the expo’s keynote address Tuesday morning.

Last year, the annual industry-only conference attracted 14,000 attendees, and this year’s registrations are tracking well ahead of 2012. Produced by Advanstar Global Licensing Group, the expo has 405 exhibitors representing 5,000 brands. Licensors, licensing agents and licensees attend the expo in categories such as animation, apparel, characters, and food and beverage.

Paltrow talked about the genesis of Goop — it started as an extension of her sharing recommendations with close friends — and joked self-deprecatingly, talking about the lesser-known movies she made before hitting it big with “Shakespeare in Love.” But ultimately, she was there to promote her website and her fitness brand.

“I really want Goop to feel like one friend talking to another,” Paltrow said.

Over the years Goop has established a loyal readership in more than 120 countries. Last year, Paltrow added ecommerce. The site also just launched mobile app city guides of New York, Los Angeles and London.

“Goop really came out of my closest friendships,” Paltrow said.

As for the Tracy Anderson brand, Paltrow partnered with the fitness guru after Anderson got the actress back in shape after having her second child.

“When she was done, not only did I have less ass, but I was ready to kick some as well,” Paltrow said.

Anderson said she works hard not to offer trend exercises but those that will stand the test of time. Her system gives new content every 10 days.

“We’re offering something that’s relevant and real,” Paltrow said. “That’s what’s made it successful.”

As for the company’s future, the workout brand is continuing its teen series and is getting ready to launch a men’s program.

In addition to Paltrow’s enterprises, the show floor had big-name entities such as DreamWorks Animation, Ford and Coca-Cola.

Artists looking to get their characters seen by large companies also attended.

One of them was Summerlin resident Roxane Burch.

Burch started her company, Simply Uhu, a year ago, and this was her first time at the Licensing Expo. Burch has created eight owl characters, all different, which are available to be licensed.

“We are hoping that we can attract some interest,” she said.

For 10 weeks, Burch has been on Facebook and has 30,000 “likes” on her company page.

Artist Robert Holton has been successful attracting business by exhibiting at Licensing.

“I take a lot of corporate art and turn it into pop art,” he said.

Last year, Holton secured three commissions — Zorro, Elmer’s Glue and Tarzan — and he’s hoping to duplicate that or do better this year.

“If you can’t find them here, you can’t find them anywhere,” he said.

Contact reporter Laura Carroll at lcarroll@reviewjournal.com or 702-380-4588. Follow @lscvegas on Twitter.