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If it’s October in the licensing industry then it has to be London and the Brand Licensing Europe show at Olympia. Toy World takes a look at some of the hottest attractions and opportunities for visitors to BLE.
rom Vegas in June, the next stop on the global licensing trail is West London and Brand Licensing Europe. OK, so Olympia is no Mandalay Bay and the likelihood of sun and soaring temperatures is somewhat remote, but that’s cool because this
is London and because it’s the gateway to Europe there’s just as much dealmaking to be done. And gossip too. Licensors, licensees, agents
and retailers all like a natter and events like BLE offer the chance to chat about latest industry happenings and rumours. But mostly what industry professionals will find is the whole of the European licensing industry assembled in one place. Show organiser, Advanstar, says BLE will play host to over 230 exhibitors and attract around 5-6,000 licensing professionals from 63 European territories. It’s not just Europeans either, the show is also attracting
US exhibitors and visitors, keen to investigate what’s happening on this side of the pond. This is the show’s 13th year and it has virtually doubled in size since 2006, reflecting how much the licensing industry as a whole has grown in the intervening years. One of the most successful licensing stories
of recent years is Moshi Monsters, which is why Advanstar has picked the brand’s founder and CEO, Michael Acton-Smith to deliver the show’s keynote speech.
Smith is the driving force behind one of the
biggest children’s licensing success stories of the past few years and as such, has become a very influential figure in the licensing industry worldwide. In less than three years since its launch, Moshi Monsters – an online community of adoptable pet monsters for children - has attracted almost 50 million users globally. Currently half of all children in the UK aged 6-12 have a Moshi Monster and in the
US the figure stands at one in five children in that age group and growing rapidly. Moshi Monsters brought its immense popularity
to the licensing world in January 2010 with the launch of a range of merchandise, including trading cards, a Vivid Imaginations toy line, books from Penguin and a bestselling self-published magazine. Mind Candy expects gross retail sales of all Moshi Monsters related product to be over $100m this year alone, signalling an influential new licensing model for the first generation of ‘digital’ children. Rachel Cowdrey , marketing director – Europe,
Advanstar Licensing, said: “Moshi Monsters is a hugely innovative and globally recognised property, making it the perfect fit for Brand Licensing Europe 2011 keynote speaker slot. Michael’s appearance at the show will continue to cement Brand Licensing Europe as the must-visit licensing event and we’re very excited to welcome him to the show.” Michael Acton Smith, CEO, Mind Candy, said: “I’m delighted to have been offered the BLE 2011 Keynote Speaker slot. We’ve had an amazing journey with Moshi Monsters over the last two years and I’m keen to share our successes, failures and thoughts on shaking up the licensing industry for a new digital age.” The Brand Licensing Europe Licensing Academy
boasts an illustrious speaker alumni list, with Andrew Davenport, the creative mind behind Teletubbies and In the Night Garden appearing in 2010 and Magnus Scheving, creator and star of LazyTown in 2008. From one of licensing’s newest stars, BLE will also play host to one of the most venerable properties in the history of the industry.
Toyworld 51
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