September 14, 2022
Why are tradeshows like BLE important?
It’s a bonus for us that this year’s main theme is Fashion – a particularly strong sector for us. We’ve long had a reputation for trailblazing within the category; we were at the forefront of the nostalgia trend, the “mini me” fashion movement, and the popularity of high-end fashion collaborations, including some groundbreaking retail executions over the years.
This year’s show is a chance for us to showcase the versatility of our brands and our expertise in applying them to current and future trends, for every age group from Gen Alpha to adults.
What brands will you be showcasing that are relevant to fashion?
We’re bringing our largest ever portfolio of brands to BLE this year – Wizarding World, DC, The “
,” Adult Swim’s “
.” We’ve just released HBO’s “House of the
” and we have teamed up with Stradivarius for a women’s capsule collection.
Our
characters are consistently strong performers, in both kids’ and adult apparel – our Looney Tunes x Reebok streetwear collection went global back in May. We keep an eye on up-and-coming trends, but we’re fortunate in that our animation brands have such a strong heritage.
“
” has also had a fantastic year. Lanvin, EleVen by Venus Williams,
, Tomboy X,
and PUMA all released
earlier this year, and we’re still seeing strong demand for the perennial property.
How is this year’s BLE Fashion theme and catwalk relevant and useful to your business?
There’s a lot of innovation going on in fashion, with online, "phygital" and in-store experiences; it’s an exciting space to be in. BLE’s Fashion focus this year is a chance to underscore just how vital fashion is to a brand eco-system, as another touchpoint for fans to connect to their favorite properties.
It’s also a recognition of how far licensed apparel has come. It’s not about just adding a logo on a T-shirt, but today’s designers, retailers and consumers are looking for high-quality products with high-end design credentials.
In addition, fashion companies are increasingly recognizing the value that licensed properties can add in terms of PR, social media marketing and customer appeal.
returns to London's ExCeL Sept. 20-22, with exhibitors spanning a range of categories, a new Fashion theme highlighting exciting lines from leading brands, informative seminar content and more!
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