LICENSING BLE 2012 PREVIEW 73 INDUSTRY VIEWS
“The intensity of a show like BLE is the key to its success. The opportunity to see a snapshot of the industry in one room in one day is key for all members of the industry.” Rob Corney, MD, Bulldog Licensing
“As children’s brand owners it is essential for us to be there, both to hook up with our agent and
existing licensees
and to meet with potential new ones. It is crucial to see what other competitive brands are doing.” Kelly Henwood, Head of Licensing, Novel Entertainment
“We are collaborating with three
key knowledge partners for the first time this year. NPD Group is a leading global provider of consumer and retail market research solutions for a wide range of industries, and Planet Retail is the world’s leading retail analyst firm. GfK Group is one of the largest market research companies in the world and joins the show for the first time this year. All three organisations will contribute to the event’s content programme, participate in a press event on the first morning of the show and in panel discussions at the Licensing Academy.”
On top of the new additions, the popular Screening Suite will be returning, alongside the international pavilions and the Retail Buyers Centre. License This, the Dragons’ Den-style competition which offers those with brand new creative concepts the chance to break into the industry, is also back.
NEW LOOK AND FEEL Advanstar has also given the show a bit of a makeover, with a new look and creative design. Blue explains: “We wanted to reinvigorate the look and feel and reflect the growth that the show has seen over the past five years. We feel that this year’s creative encompasses everything that BLE has to offer and
BLUE: “We have responded to the needs of the industry...”
will grab the attention of visitors, encouraging them to register.” Advanstar is working closely with
key partners – including ToyNews and sister title
Licensing.biz – to promote the event, and is running a direct mail campaign and two PR drives: one for trade press and a separate campaign targeting national, business and broadcast media to raise awareness of the industry as a whole. Last year, the show garnered coverage on BBC Breakfast, Sky News and BBC Radio 5. Blue is the first to admit that the show faced its challenges when she joined Advanstar back in 2005. The team spent a huge amount of time listening to the needs of exhibitors and visitors, and really worked hard to keep the show aligned with the industry. Seven years later, the event is widely praised by both exhibitors and visitors alike (see the ‘Industry Views’). So, what would Blue like to ultimately accomplish by the time the doors of Olympia close after the three-day event? “To walk away from the show knowing that our visitors and exhibitors have achieved what they set out to do,” she simply concludes.
“BLE has become a key date in the calendar as Europe’s leading licensing show. It has grown to be a one-stop shop
for licensors, licensees and retailers with increasing international attendances.” Johanne Broadfield, Senior Director, Mattel Brands Consumer Products
“It’s the biggest licensing trade show for Europe and provides a great forum to meet new and existing partners.
Our brands have a large global reach and the increasing level of overseas visitors presents a good opportunity to develop international business.” Rob Goodchild, Head of Licensing, Aardman Animations
“I am expecting to see an increase in retail attendance and also from international delegates. Many licensees and
other partners decided to skip Licensing International in Vegas due to economic crises – I expect to see all of these in London.” Bettina Koeckler, SVP & General Manager, Global Consumer Products, Rainbow
“We believe this event provides a great platform to further the dialogue with our licensees and retail partners.” Mike Stagg, VP & General Manager, Retail, UK & Ireland, The Walt Disney Company
“Year in, year out, we see BLE growing bigger and exceeding expectations. The level of
international
attendees and retailers keeps growing, which for a company like us with brands that reach outside of the UK, means it is critical for us to be at BLE.” Angeles Blanco, Director of Licensing, DHX Media/Wildbrain
“It’s important for Coolabi to have this opportunity to present our brands to the industry. A lot of companies select
which brands they intend to support following the show so it’s a key decision period.” Natasha Dyson, Head of Licensing, Coolabi
“It is a great platform for us and our clients to meet existing licensees and retailer partners. I think it gives a sense of purpose and focus.” Ian Downes, MD, Start Licensing
“BLE is a great showcase of the licensing industry. It’s great to be part of this and allows retailers, suppliers and
manufacturers the opportunity to see what brands are available in one big event.” Gabrielle Sims, Fluid World
“One of the great things is that it gives you the chance to take the pulse of the market. You get a sense of what’s hot, what’s not and what’s coming next. This market buzz has been further enhanced in recent years as virtually all major property owners are represented again.” Mark Newton, EVP EMEA, FME
SEPTEMBER 2012
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