Brand Licensing Europe 2013
I
t’s hard to believe that Brand Licensing Europe launched in 1999 as a small hotel-based event because it is now a well-established date on the licensing industry calendar, attracting key industry players from all over Europe. It is the only pan-European event dedicated to licensing and brand extension, and was re-branded as Brand Licensing Europe in 2007 to refl ect the international nature of its exhibitors, properties and visitors. The show expanded to three days in 2010, refl ecting the demand from the growing number of visitors and exhibitors. The show continues to be organised by Advanstar Communications. In 2012, 6,875 retailers, licensees, manufacturers and sales promotion professionals attended Brand Licensing Europe from 73 countries. Retail attendance increased by 14% on 2011 and included Auchan, Carrefour, George @ Asda, HMV, Mothercare, Marks & Spencer, John Lewis, Amazon, Sainsbury’s, Tesco and Toys’R’Us. The show will offer attendees the chance to meet face-to-face with over 280 leading brand owners, discover over 2,200 of the strongest brands, characters and images available for licence, fi nd new partnerships, and network with over 9,000 licensing professionals. There is also the opportunity to learn from nine free-to-attend seminars and panel discussions in the Licensing Academy. The exhibitors are chiefl y from companies
from all over the world representing fi lm, TV, entertainment, sports, publishing, art and design, fashion and heritage licensing categories. Examples include Bob the Builder, Coca Cola, Dora the Explorer, Harley Davidson, Land Rover, Natural History Museum, NBA League, Science Museum, V&A Fashion Collections and many more. “There is a good reason these consumer
brands come to BLE,” says Darren Brechin, BLE event director. “They are looking for the chance to make new partnerships with manufacturers, retailers or service providers so that, together, they can create meaningful new ways to connect with consumers and to grow their business. If you want to work with them, BLE is where to be.”
Recent news Brand Licensing Europe, the Advanstar-organised exhibition, has confi rmed GfK, NPD Group and Planet Retail as the show’s knowledge partners for 2013. Each of these research groups will participate in BLE in a number of ways, including as exhibitors, contributing to the event’s content programme, and in two special seminars at the Licensing Academy. GfK is one of the largest market
research companies in the world, Toy World contributor 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 intelligence provider. Darren Brechin explained to Toy World the
importance of having such distinguished partners on board to share knowledge and analysis of the licensing industry. He said: “We know that retailers and manufacturers are hungry for data about the licensing business, and are pleased that GfK, NPD Group and Planet Retail will bring their unique perspectives on retail trends, opportunities for growth and what
is going to be ‘hot’. We welcome them for a second year, and look forward to working with them before and during BLE 2013.” BLE will also continue to work closely with
event sponsor LIMA (the Licensing Industry Merchandisers’ Association) this year. For those new to licensing, LIMA will repeat its popular daily breakfast sessions offering advice and expertise. Brand Licensing Europe is attended by the most senior people in the international licensing industry, and is defi nitely a ‘must- attend’ event in the licensing calendar.
What else is on offer at BLE 2013? Licensing Academy – These free-to-attend educational sessions run across the three-day event, featuring keynote addresses which include Kevin Eastman, original co-creator of Teenage Mutant Ninja Turtles, Rich Magallanes, senior vice president of animation for current series at Nickelodeon, Rovio’s Jami Laes (EVP gaming) and Naz Cuevas (SVP licensing) and Dr Ulrike Gutzmann, Volkswagen Screening Suite – A purpose-built cinema will allow attendees to enjoy advanced previews of some of the hottest blockbusters to hit screens (sessions are by invitation only). Art, Design and Image Licensing Zone – An area dedicated to fi ne art and graphic design- inspired concepts and photographic images, featuring both established and emerging exhibitors. Advice Centre – This will provide visitors with a single destination for practical advice and consultations. Industry professionals will be on hand to give legal, fi nancial and general contractual advice. The Global Partner Programme – Launched in 2009, this programme rewards companies who exhibit at both Brand Licensing Europe and Licensing Expo. Global Partners are supported with up to 12 months of free publicity and networking opportunities.
Toyworld 81
2013’s Brand Licensing Europe takes place over the 15-17 October at Olympia in London. Now in its fi fteenth year, the show continues to prove a prime place for retailers, licensees and sales promotion professionals to meet with over 280 leading brand owners, discover the latest brands, characters and images available, and create new partnerships.
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