Trade show launches first-timers’ programme and Discovery & Design zone
As retailer registration strengthens at Brand Licensing Europe, show organiser Global Licensing Group has launched a programme of support for first-time visitors and those new to licensing, as well as the new Discovery & Design accelerator zone.
BLE takes place at ExCeL London over Tuesday to Thursday, September 24-26, the only pan-European annual event dedicated to licensing and brand extension is full of colour from over 2,500 brands to the incredible character parade.
This year BLE, part of the Global Licensing Group at Informa Markets, has extended its mission to provide licensing opportunities around the world by bringing brands and products together with the launch of the Discovery & Design accelerator zone to support entry level licensing entrepreneurs.
The zone sits within the busy Character & Entertainment sector and houses 14 smaller businesses including a trio of card publishers, Ginger Betty, Jelly Armchair and Middle Mouse, plus artist and illustrator Sophie Jonas-Hill, as well as research and design company Vicki Thomas Associates and licensing agent This Is Iris, who both deal with the greeting card industry.
There’s already a strong retail proposition at BLE, with buyers from Aldi, Ann Summers, Cardfactory, Cath Kidston, Character.com, Dunelm, F&F Tesco, Forbidden Planet, George At Asda, John Lewis, Matalan, Sainsbury’s, Sketchers, Tesco, The Entertainer, The Very Group, The Works, TJX Europe, TruffleShuffle and Undiz already confirmed.
The show also has an active Retail Mentoring Programme which has provided buyers with invaluable information and advice on the licensing sector.
As Laura Freedman-Dagg, head of retail for BLE and its sister show Licensing Expo in Las Vegas, said: “The retail mentoring programme is really important to the BLE campaign because we need to compensate for retail turnover and departmental changes. The programme allows us to reach buying teams from target retailers all year round so they’re fully engaged and ready for productive conversations when they come to the show.
“Some retailers don’t always realise they can have a direct relationship with the brand owner – this is a real lightbulb moment, and we can help retailers to secure their meetings in order to build their networks, scrutinise what’s on offer and really get the best form the show.”
Around half of all attendees to BLE each year are first time visitors or only just entering the world of brand licensing so this year will see three sessions each morning on days one and two in the Licensing Global Theatre:
9.45am – Navigating the BLE show floor. Tips for navigating the event, and finding out what’s on offer.
10am – Licensing 101. Tuesday: Experienced industry veterans will deliver the basics of brand licensing, including terminology, key players, and market definitions, followed by a live Q&A.
10am – Licensing 101. Wednesday: Learn the licensing basics and strategies needed to make that first, second or 50th deal, cover essential topics including deal structure, royalty rates guidelines and legal tips.
10.45am – Show floor tour. Discover the must-attend activations and know where to go or who to ask for help or advice.
BLE is also hosting its first Retail Mentoring Programme informal drop-in session for retailers at 3pm on Wednesday in the Retail Lounge giving a chance to meet the team behind the programme and hear how they can take part in 2025.
This CPD-accredited, free training programme is designed for established retail brands with an interest in taking their brand licensing strategy to the next level and applications open officially at BLE, and close in December. For more information, please contact laura.freedmandagg@informa.com
Licensing Unlocked is a new learning platform with content delivered by some of the brightest minds in the industry to help new joiners to the brand licensing industry get ahead in their careers.
Module 1: The ABCs Of Brand Licensing explores how licensing can benefit businesses and delves into the key players. It’s free to download and a good preparation tool before heading to the show.
BLE event director Ella Haynes commented: “It’s a big show with a lot of players and our programme of events is designed to remove any barriers to finding the right people, brands and information to better their businesses and themselves.”
To find out more and to register to attend Brand Licensing Europe, which takes place on Tuesday-Thursday, September 24-26 at ExCeL London, go to www.brandlicensing.eu.
