Editor's Letter 0

]>Less, done better Wheat and chaff are two words we hear a lot of at the moment. And it's not because it's harvest time. It's because there simply isn't room on the shelf for half-baked ideas. It's disappointing that the competition is so fierce, but it also means that properties coming to market right now are, on the whole, well-researched, well-designed and better destined for success than ever before. The effects of this 'less, done better' approach come up frequently in this edition of License Europe; Disney looking to its own characters; retailers working more intensively with fewer properties, and quality new signings from agencies, for example. The Brand Licensing show will also reflect it with exhibitors unveiling a surprising number of brands that are new to licensing, but which already hold a record of success elsewhere. In this issue we also have updates on progress in the licensed food market; some ideas about licensing the 2012 Olympics; a look at one of the first collegiate licensing programmes in the UK and fascinating insights from Disney's Andy Mooney, one of the industry's clearest thinkers and a mean guitarist.

We are also very pleased to have appointed Graham Pomphrey as assistant editor and look forward to introducing him to License Europe's readers. We would like to hear from you. You can contact Sam on 01672 871284 or at

[email protected]