FOCUS ON: LICENSING
Licensed to party Below: OppoSuits’ new Hawaiians feature designs of its current licences, such as this one from Beetlejuice. Bottom: Consumers can show their love for classic characters such as Ghostface at any Halloween party by wearing the OppoSuits Hawaiians.
Licensed products are a mainstay in the party industry, from kids’ cartoon characters to the latest film releases and even food and drink brands, licensed lines include costumes to ’ partyware, decor to balloons. PW finds out more about licensing in the party sector.
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rom children’s parties to milestone events, Halloween to World Book Day, the party calendar is filled with opportunities for licensed products to shine. Each year, Brand Licensing Europe brings together leading licensors and brands for suppliers and retailers to discover their next licensed partnership and the show takes place this year from 24-26 September 2024 at ExCeL London. Jafeth Vermeij, account manager at OppoSuits tells PW: “Looking at the following that some brands have built over the last decades, we cannot deny that licensing is key. The internet also has a huge impact nowadays. The amount of exposure companies get daily through several channels, makes it just as important for licensors to keep being relevant. I think all party suppliers can agree that this two-way stream benefits us all staying on trend.” Jonathan Grassi, vice president, Grabo, agrees: “Licensed products are always much loved, especially by the little ones. They certainly make a positive contribution to the party world as they are easily recognisable and immediately trend setting.” BLE is the number one opportunity for European retailers and manufacturers/ licensees to discover and meet the world’s biggest, most creative and disruptive brands and most importantly, have those Left: Nostalgia drives demand for Smiffys’ iconic horror movie characters including Freddy Krueger from Nightmare on Elm Street.
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crucial initial conversations to kickstart the creation of the next slate of consumer products that fans will adore. Last year, 9,649 licensing professionals attended BLE and visitor numbers increased by 28%. The show attracted record numbers of retailers and visitors from France, Germany, Italy and Spain (also up 28%). Brands exhibiting at BLE include toy, kids and baby brands, gaming licences, publishing properties and many more, many of which are already a key part of the party sector. Dominique Peckett, director of Smiffys, says: “Licensed costumes are a huge part of the dress up industry and at Smiffys, we are proud to have a portfolio of key licences. Licensed costumes harness the spending power of fans, with consumers willing to invest in official licensed products associated with their favourite movies, musicians and characters.” Heritage brands are key for the adult market, says Dominique: “Often for adults, nostalgia drives demand for evergreen licences such as Top Gun, Grease, Ghostbusters and iconic horror movie
HALLOWEEN 2024 PROGRESSIVE PARTY
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