Brand Licensing Europe 2012: New Exhibitors, More Brands | License Global

Brand Licensing Europe 2012: New Exhibitors, More Brands

Brand Licensing Europe, the pan-European intellectual property marketplace produced by Advanstar Licensing Group, is on track for record attendance among retailers and licensees with participation from more than 85 first-time exhibitors.

Brand Licensing Europe, which is taking place Oct. 16-18 at the Olympia in London, will showcase more than 2,200 brands offered by more than 250 exhibiting licensors and licensing agencies across major sectors including entertainment, characters, toys, fashion apparel, sports and corporate brands.

Prominent new exhibitors range from the world's largest entertainment licensors such as Disney Consumer Products, Warner Bros. Consumer Products and DreamWorks Animation, to licensors including MGA Entertainment, Silvergate Media, Hot Pickle and Endemol; heritage brands such as Museum of London, British Museum, National Maritime Museum and The British Library; and sports brands including AC Milan/adidas and AS Roma; plus Dracco, Televisa and Lagardare Active Enterprises.

Once again, License! Global is the official publication of Brand Licensing Europe and will also publish its exclusive show dailies, featuring breaking news and photos. It will be distributed at the entrance to the Olympia as well as throughout the exhibition hall.

Two keynote sessions, spotlighting Viacom/Nickelodeon and FIFA, will highlight the Licensing Academy's educational program.

With the relaunch of the iconic television series "Teenage Mutant Ninja Turtles," it's both timely and exciting that Brand Licensing Europe will feature the co-creator of the property, Kevin Eastman, along with Rich Magallanes, senior vice president, animation, current series, Nickelodeon. The session, which will close out the first day of the Licensing Academy on Oct. 16, will examine how the 80s franchise is being relaunched for a new generation.

The Big Interview, another highlight of the program, will feature Ralph Straus, head of strategy and brand management, FIFA. Straus will discuss the world football governing body's global licensing program in anticipation of the 2014 FIFA World Cup in Brazil. The session will be held on Oct. 17.

The Retail Mentoring Program, now in its third year, will mentor 40 buyers from leading retailers including Avon, Boots, John Lewis, Mothercare, Sainsbury's and Tesco. Brand Licensing Europe experienced a 22 percent increase in retail attendance last year.

License! This, the competition searching for the next hot new property, will take place as part of the Licensing Academy on Oct. 18. The judging panel includes chairperson Richard Hollis, BBC Worldwide; Helen Howells, Hoho Entertainment; Warren Traeger, London Organizing Committee of the Olympic Games; and Jay Young, Warner Bros. Consumer Products.

Brand Licensing Europe 2013 Sneak Peak: A Greater Focus on Brands

Brand Licensing Europe has revealed a major strategic initiative to grow and raise the profile of brands and agents in 2013 and beyond.

According to Jess Blue, show director, Brand Licensing Europe will make a significant investment to broaden both the scope of brands exhibiting and the number and breadth of attendees.

"We will create a unique environment that properly reflects the power and influence of this sector," says Blue. "The goal is to increase the number of sports, fashion, celebrity, heritage, food and drink, automotive and corporate brands in 2013."

Key initiatives will include the development of:

  • a separate and unique space for brands in West Hall, level 1, highlighted by a grand entrance;
  • a Brands Bar in the center of the brands area; and
  • the Brand Experience Theatre, where exhibitors and agents can present to an invited audience.

Blue says that an extensive pre-show marketing campaign will be implemented to communicate the new strategy.