Sara Davies Confirmed as Keynote for Brand Licensing Europe 2024Sara Davies Confirmed as Keynote for Brand Licensing Europe 2024
The celebrated entrepreneur will take to the stage on Sept. 25 for a fireside chat about transforming a business through brand licensing.
July 3, 2024

Sara Davies, Crafter's Companion
Sara Davies MBE, the dynamic entrepreneur, will present the day two keynote at this year’s Brand Licensing Europe (BLE), which runs from Sept. 24-26 London’s ExCeL. Registration for BLE 2024 is open now.
Davies will take to the stage at 12:30 p.m on Sept. 25 for a fireside chat with the Global Licensing Group, entitled “Crafty Licensing: Transforming a Business Through Brand Licensing.’
The session will focus on Davies’ remarkable journey in business, from founding Crafter's Companion while still at university and growing it into a global arts and crafts business, to meeting the surging demand for creative hobbies during the pandemic.
In the post-pandemic era, Davies recognized the need for a fresh approach to reach new consumers and her keynote address will delve into the strategies and transformative power of brand licensing as Crafter's Companion expands in a rapidly changing market.
Crafter’s Companion entered entertainment licensing in 2023, signing a multi-year deal with Warner Bros. Discovery Global Consumer Products (WBDGCP) covering EMEA, North America and LATAM. The licensed “Fan-Art Like a Pro” range targets kidult millennials and fans of all abilities, with premium art kits to inspire fun, fandom, and creative skills building. Each kit is curated to deliver professional quality results and includes official iconic character art, professional-grade art markers, and expert instructions extending beyond the box via a wealth of inspiring online content and tuition.
Register for Brand Licensing Europe 2024 to see Sara Davies speak.
BLE attendees will discover how Davies’ team has identified new opportunities, developed a license-friendly range of accessible arts and crafts kits, and navigated the challenges of pivoting a well-established business. New licenses and range extensions are also expected to be announced at BLE.
“Crafter’s Companion celebrates its 20th anniversary next year, which is a huge milestone for us and the reason we are still here after my lightbulb moment at university all those years ago is because we understand our customers so well – we are our customers,” says Davies. "We know how important innovation and product development are to retaining our loyal customers throughout their crafting journey as well as the role they play in reaching new pockets of customers to continually expand the business. Brand licensing has been a key tool in this strategy and I can’t wait to share insight into our experience and meet other retailers, manufacturers and brands at BLE in September.”
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