Year after year, Advanstar has seen record attendance numbers for Brand Licensing Europe, with the 2011 event attracting some 7,400 visitors. So what can 2012 offer? Samantha Loveday talks to event director Jessica Blue to find out, before asking some key licensing execs for their view on the European gathering…
INDUSTRY VIEWS
“BLE reinforces eOne’s position in the
international marketplace and allows us to showcase
our portfolio of children’s properties. It is now a truly international trade show with a particular focus on Europe, CEE and Russia, while it also attracts buyers from key retail groups.” Andrew Carley, Head of Global Licensing, Entertainment One
“With key people from across the licensing
business all in one place,
networking and
conducting meetings is made much easier. That’s particularly pertinent for a company like CPLG, which operates internationally. It’s also great that BLE has in recent years been brought forward in the calendar, enabling us to realistically discuss and finalise business opportunities for the following year.” Tom Roe, Category Manager, Toys & Games, CPLG
“This is our home market and a real focus for us. We have seen the show evolve from a
largely UK-focused event into a more European one. Advanstar has been good at listening to licensors and delivering a more diversified attendee mix.” Jennifer Lawlor, SVP Consumer Products London, Zodiak Rights
SEPTEMBER 2012
“LICENSING PROVIDES a route for retailers to both differentiate themselves from their competition and to reinvigorate product categories,” says Jessica Blue, event director of Brand Licensing Europe. “Licensing is becoming more and more important to the High Street retailer. Stores that did little or no licensing back in the early 2000s are now fully embracing it and stocking extensive ranges.”
Indeed, in 2011 the show’s retail audience grew by 22 per cent and, as the 2012 event looms on the horizon, Blue and her team are focused on building on that number. And it’s not just retailer figures which are up – the 2011 event was hailed as the biggest and busiest in BLE’s history, with 252 companies exhibiting and total attendance reaching 7,431. At the time of writing, there were over 250 brand owners signed up to exhibit at this year’s show, increasing
by two or three every week. Big names such as Warner Bros Consumer Products, Disney and DreamWorks have all confirmed a presence on the showfloor, while around a quarter of the exhibitors
Stores which did little or no
licensing back in the early 2000s are now fully embracing it and
stocking ranges. Jessica Blue, Advanstar
will be participating in the show for the first time. These include BinWeevils, MGA Entertainment, Endemol, Sony Computer Entertainment Group and The British Library to name just a few. Blue explains that Advanstar has been able to extend BLE into the
newly renovated West Hall at Olympia this year, meaning it has grown the show by 25 per cent. As well as making room for more newcomers, the additional space has also allowed returning exhibitors to take larger stands.
So, after such a strong 2011, how
is Advanstar looking to build on this in 2012?
“By developing all areas of the show and responding to the needs of the industry,” Blue tells ToyNews. “For example, the Retail Mentoring Programme has now tripled in size since its launch three years ago, with more retailers on board this year than ever before. “We have also been working hard to secure the very best speakers for the Licensing Academy, following in the footsteps of some of the huge industry figures who have participated in the past. A big announcement will be made shortly about this.