Brand Licensing Preview
“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.” Michael Acton-Smith, CEO Mind Candy
In terms of character licensing, there isn’t a much
bigger example than Star Wars and this year’s show pay tribute to the brand that single-handedly invented movie and character licensing.
And in another galaxy...
The subject of The Big Interview in the 2011 Licensing Academy is Howard Roffman, president of Lucas Licensing and global head of licensing for the Star Wars brand. One of the most successful licensed properties of all time, Star Wars consumer products have sold a staggering $23bn worth of merchandise over the last three decades. The brand is thrilling and engaging its third generation of fans and consistently ranks with NPD, leading marketing research company, as the top boys’ license across Europe. The third-highest-grossing film series in history continues to license the brand in innovative and unique deals across world. Howard Roffman has been a part of Lucas Licensing for 31 years and there are few people closer to the Star Wars brand and the secrets behind its success. The Big Interview will feature Howard discussing his work with the Star Wars brand, the keys to its longevity and the plans for its
52 Toyworld
future. In addition, he will share his unique insight into what it is like to work with the Force and to unite three generations of fans. Howard Roffman, President Lucas Licensing, comments: “Lucasfilm and Star Wars have had a presence at Brand Licensing Europe for many years so it is a pleasure to be invited to take part in the Licensing Academy Big Interview at this year’s show. I look forward to sharing insights about how Star Wars has continued capturing the imagination of generation after generation of fans.” This session is a must-attend and is a rare opportunity to hear Howard Roffman address the European business and licensing community about Star Wars. Sam Phillips, content manager, Brand Licensing Europe 2011, comments: “We are thrilled that Howard, one of the most respected figures in the licensing industry, is to give the Big Interview at what is shaping up to be one of the best Brand Licensing Europe events yet. The insight that Howard will share with the audience will be invaluable and being the first time Lucasfilm has done an event like this makes it extra special.” The Big Interview takes place in the Licensing Academy, 1pm Wednesday 19th October.
Retail mentoring returns Advanstar has confirmed that the successful retail
mentoring programme trialled last year, will feature again at this year’s show. Retail giants Sainsbury’s and Mothercare will once again take part. The programme is designed to help junior and
assistant buyers attending the show understand the complexities of the licensing industry and navigate their way around the floor. Guidance will be given on legal, technical and financial issues, as well as industry terminology and who owns the rights for which brands. The objective of the programme is to ultimately help retailers make well-informed decisions at the show and ensure they do not miss any relevant opportunities. John Carolan, head of childrenswear buying at Sainsbury’s said: “Sainsbury’s is a big supporter of the Retail Mentoring Programme and we look forward to being part of the successful scheme again at this year’s show. Brand Licensing Europe provides the perfect environment for the development of junior buyers and our team will be there in force, discovering new brands and retail ranges.” Barbara Robinson, category manager, Mothercare
said: “The Retail Mentoring Programme was a huge success at last year’s show and Mothercare are thrilled to be participating again. The programme provides crucial support for the next generation of buyers and Brand Licensing Europe gives them the perfect platform to hone their skills.”
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