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Mind Candy, our second for Moshi Monsters and the fi rst outing spin off hero brand Poppet. We have already starting planning next year – more Moshi fun and a new IP





Darran Garnham Mind Candy


and more who dropped by the stand with some new and exciting potential opportunities for us. There was a vibrancy about the show and it was certainly worthwhile for Aurora.” Mind Candy, Moshi Monsters’


property owners, also had a fantastic show with Chief Business Development Offi cer and Chief Licensing Offi cer Darran Garnham saying: “It was a great show for Mind Candy, our second for Moshi Monsters and the fi rst outing spin off hero brand Poppet. It was refreshing to see the amount of retailers that came through. We have already starting planning next year – more Moshi fun and a new IP!” Outside of meetings, Team TnP spent some time helping this year’s event sponsors, CreaCon, celebrate their fi rst birthday of City of Friends with some champagne and canapes on their stand. The team also later joined Carte Blanche’s 25th anniversary celebrations of Tatty Teddy with an aptly named, ‘Blue Nose Cocktail’ at LIMA’s Global Networking Party, at the swanky Bentley Hotel in Kensington. The


celebrations were then followed by a big knees-up with the Mind Candy crew at The Kensington Hotel, complete with Americana food and a live band.


Back in the hall and reporting from a stand with a view, Brand Licensing Consultancy Golden Goose’s Adam Bass gave TnP a detailed insight into the company’s perspective of


It was a great show for


this year’s event, he reveals: “As I sat on my booth at this year’s licensing show I watched Fluid World’s three metre square stand opposite buzz with 10 people occupying the space, not to mention their replica model of the Virgin Galactic plane, a Mr Bump on a park bench, two Hello Kitty dress-up dolls and a Hello Kitty make-up FSDU that I saw last night on a store visit to Superdrug. My 6*3M stand looks like the inside of the TARDIS in comparison to Fluid World’s.” Revealing the perks of being


next to a stand so big, Adam continues: “With a wide array of Tetley products on display and a selection of Matt Robert’s personal fi tness equipment – launching soon in Argos – we couldn’t quite match the draw of the Hello Kitty licensing phenomenon, but it’s great to have the opportunity for serendipity that their traffi c provides. At worst, we’ve had a number of the UK’s buyers and manufacturers wonder past looking quizzically at the brands we represent and picturing how they might work in their stores or product categories. Either that, or they’ve been drawn by the off er of a free Tetley biscuit! “I get the impression that we


weren’t the only ones who upgraded our booth this year. The overall look and feel is more professional than in previous years with Scandinavian,


German, French and Spanish licensors and agents exhibiting. In their wisdom, Advanstar have decided to move all the corporate brands upstairs together next year which will either lead to the show having two very diff erent areas that both work or, more likely in my view, a very quiet area and a very busy area. Time will tell!” With a large number of standholders having booked their plot for next year, Advanstar are already preparing for 2013’s big event. Jessica Blue, Event Director for Brand Licensing Europe says: “We are thrilled with the results of this year’s show, and have worked hard to ensure the event refl ects the needs of our visitors and exhibitors. We have really focused on increasing attendance from retail and from across Europe. The feedback from exhibitors and visitors has indicated that we have achieved this and we look forward to making the event even bigger and better in 2013.” Plans for BLE 2013 are already


in place with 74% of fl oor space already sold. Next year’s event will be merchandised into three key segments: Art, Design & Image; Entertainment & Character; and Brands, to create the ultimate ‘shopping experience’ for retailers, licensees and sales promotion professionals.


13 BLEreview





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