Welcome to

Welcome to the show

LSB catches up with Anna Knight, svp licensing at Informa Markets, as the clock counts down to Brand Licensing Europe 2022.

Inset: Over 200 exhibitors will be setting up on the show floor at ExCeL from 20-22 September.

“The mood in the camp is buzzing,” begins Anna Knight, svp licensing at Informa Markets, when asked how the BLE team is currently feeling as the show nears. “We’re still coming down from the high of returning Licensing Expo to an in person event, plus everything is looking brilliant for BLE: the content is first class, we have a fantastic exhibitor line-up, registrations are strong, the fashion theme is everything we’d hoped for, and we’re launching a few new bits, too.”

Over 200 exhibitors will be setting up on the show floor at ExCeL from 20-22 September. Among these are a host of newcomers including Chefclub, Dreamcatcher Licensing, Formula E, Hang Ten, Jazwares, Bean Team, Fanatics, Moonbug and DFB German Football Federation to name just a few.

“[Having new companies sign up is] so important for the show because a key priority for our visitors is to discover what’s new, so it’s brilliant to have new brands and new companies to introduce them to,” says Anna. “And it’s important for the licensing industry generally because a lack of new blood and innovation leads to stagnation, and no one wants that. We want creativity, agility, disruption and collaboration to drive the business forward.”

You will already be aware by now that this year’s major activation is the catwalk, making it the pinnacle of BLE’s fashion theme. There will be nine catwalk shows over the three days featuring Mattel, SEGA, NBC Universal, Sony Interactive, IMC Toys, 9 Story Media, Kornit, WildBrain CPLG, Perfetti Van Melle and Pink Key Licensing. There will be branded and category-specific catwalks, as well as others focused on brands and lifestyle collaborations, kids, food and beverage, entertainment collaborations, culture and unity (see separate box out) and sustainability.

The fashion theme also runs through the show’s educational content, with Richard Dickson,

Inset: Richard Dickson, president and coo at Mattel, will be delivering the day one keynote –

Barbie x Fashion.

president and coo at Mattel presenting the opening day keynote – Barbie x Fashion. The day two keynote is the Leaders Panel: Building a Post Pandemic Retail and Licensing Strategy, while day three’s keynote forms part of the show’s sustainability and DE&I day and will focus on brands with purpose.

Elsewhere, the character parade is back on Tuesday and Wednesday, while the Kelvyn Gardner License This competition finale returns, but this year there’s a twist. The Product Design category is now open to entries from students and the final will be at 11am on day one, followed by the Brand & Design and Category & Animation showdowns at 10:30am on Thursday 22 September.

For first time visitors to BLE – and those who are new to licensing altogether – there will be free orientation sessions and show tours on Tuesday and Wednesday mornings. These have been designed to help visitors enjoy the best show experience possible, meeting people and participating in content that’s matched to their company’s needs.

Anna also has the following advice for first timers at the show: “We would suggest they also take a look at the Licensing U programme in partnership with Licensing International, which is a comprehensive educational programme designed for those new to licensing, including five, online content sessions taking place before BLE plus concierge assistance to pre-book meetings and networking opportunities during the event.

“Plus visitors should register for a free pass now and start using the online platform to search for brands, product categories and companies and get those meetings booked in before they miss out.” Retailer registrations are also looking strong, with Anna saying the show is better connected than ever this year thanks to the appointment of Laura Freedman-Dagg as its first head of retail, as well as the success of the

Retail Mentoring Programme, which has been a labour of love for Keith Pashley, and the first Brand Licensing Retailers’ Academy, which focused on kids licensing.

Anna concludes: “I’m so proud of what the team accomplished in 2021 given we were still facing Covid-related restrictions, which prevented some visitors and exhibitors from attending and also impacted the onsite experience – albeit minimally. Everyone was so happy to be back in person and the feedback was amazing, and our goal this year is to build on that so that visitor and exhibitor numbers are closer to the phenomenal levels achieved in 2019.”

Culture and Unity

The Culture & Unity catwalk show is aiming to be an unmissable showstopper during the event’s Sustainability, Diversity, Equity & Inclusion Day on Thursday 22 September, with Black and LGBT+ designers, fashion, models and crew – some coming to BLE fresh from the London Fashion Week runway.

Black diversity, equality and inclusion sits at the heart of the 15-minute catwalk, taking place at 10am on the final day of the show. It will feature four unique runway shows from Black Lives Matter and three designers from the Black community, as well as a DJ playing Afro beat and hip hop music to set the scene, a LGBT+ dance performance and African tribal drumming.

Curated in partnership with Black Lives Matter Licensing and founder Saphia Maxamed, the catwalk will bring the Fashion UK Black Lives Matter collection to life. The show will aim to highlight real people and what Black community really looks like.

Inset: Products of Change will once again have a major presence at the show, and day three is dedicated to spotlighting sustainability and DE&I initiatives. Below: Anna Knight, svp licensing, Informa Markets.