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BRAND LICENSING EUROPE 2018
Successful trade shows have already taken place this year in Las Vegas, Japan and China, and now it’s the turn of London as Brand Licensing Europe rolls into town, bringing with it some 20th anniversary celebrations. LSB outlines some of the key initiatives to look out for, before casting its eye over just some of the exhibitors in the Character & Entertainment zone.
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ast year was the biggest show to date for Brand Licensing Europe, with over 7,500 visitors – including 37% from outside the UK – and 289 exhibitors. With 2018 marking the 20th anniversary for the show, BLE is certainly set to bow out of its current home of London Olympia in style (it is making the move to ExCeL in 2019). The showfloor is perhaps the most diverse yet, with over 50 new exhibitors from across categories including gaming, sport, toys and heritage, while there will also be more sports exhibitors than ever (see page 195 for more). Character & Entertainment, Brands & Lifestyle and Art, Design & Image will once again have their own key zones, although the big difference this year is the move onto one level at Olympia. “It’s really important that the show represents and supports the entire licensing industry and that we offer maximum discoverability, so all of our exhibitors and visitors can have their best show,” explains brand director, Anna Knight to LSB. Inset: BLE is marking its 20th anniversary this year with a host of activity taking place.
London calling Other changes come in the form of the popular License This! competition being expanded to two categories, with winners in both art and design and brands and lifestyle. The 20th anniversary, meanwhile, has seen the launch of a 20-day countdown giveaway on social media with prizes donated by exhibitors, including a signed Star Wars print. “We always say this, I know, but we’ve once again worked very hard to keep raising the bar and bring exciting new things to the show,” adds Anna. “I like seeing business being done at BLE, with retail buyers shopping the show floor and licensees discovering new properties or different ways of working with existing properties that will increase everyone’s bottom line.”
BLE Kitchen
TV chef, author and presenter Nadiya Hussain will take part in a live Q&A at Brand Licensing Europe as part of the show’s food and beverage theme. Nadiya – who won Great British Bake Off in 2015 and is represented by Ian Downes of Start Licensing – will be interviewed in the Brands & Lifestyle Theatre on Tuesday October 9. In addition, the show’s new BLE Kitchen will see MasterChef 2018 winner Kenny Tutt cooking up a storm and Guinness sommelier Ian Logan revealing how to pair beer with food. Endemol Shine Group will host two sessions in the BLE Kitchen on Wednesday October 10, which will see live cookery demos as well as mystery box challenges with the audience, who will have a chance to win mini mystery box gifts. Meanwhile, Georgian bakery brand, Brotmeister, will be demoing how it makes its famous bread throughout lunchtime and early afternoon on Thursday October 11.
LICENSING SOURCE BOOK EUROPE 2018
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