TOTAL LICENSING
Licensing Expo Virtual, taking place this year August 24-26 is the largest event dedicated to licensing and brand extensions. We caught up with Anna Knight, Vice President of Licensing, Informa Markets to find out more about the event, the platform and what the industry can expect. “We’re very excited about Licensing Expo this year. We’ve got some fantastic names signed up, from the larger studios, to smaller, independent companies, and these are from all over the world, North America, Latin America, Asia, Europe, etc. “It’s also great to be able to announce that already there are 600 IPs at the show– we have a new brand directory so you can also see the listings and by the time we are ready for the show
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there will be thousands of individual IPs. The platform is already open for exhibitors and attendees – you can browse, search and set up meetings. It has been specifically set up to help people find brands more easily - it’s a really intuitive platform. We have simplified a lot, so it is really user friendly. From a content perspective –Warner Bros. and Mattel will be doing the keynotes – the third is to be confirmed. The ever-popular and important Licensing university has three tracks this year – the basics, a look at categories
and then the much more advanced setting as well. We will have live sessions across all categories, in some of the really exciting parts of the industry. “And of course the Awards! Shining a light on some of the fantastic and creative business that has taken place over the last year. “We are working with Helena at POC who will be delivering sustainability sessions. There’s so much going on! “The names of attendees and exhibitors are displayed from the start of the show and all the way through which will be a very valuable tool – people can search via their needs as well to find companies they might not yet be connected with. People can get leads before the show, not just during the event. “We have added in a lot of extra elements to make the system simple to use and navigate. “A concierge service is on offer to key licensees and retailers to help to set up meetings, in addition to exhibitors being able to use this service. “We are anticipating around 6,000 visitors, which is about right for an event of this size. We are trying to bring business to the right companies. “We are focusing on getting the right people there. There is so much potential business. “We have nearly 200 exhibitors signed now! “We are also looking forwards - to Brand Licensing Europe 2021, taking place as a live event in November. We have a fantastic category representation – across all categories, at the show, we have worked hard to make sure that exists. A great number of Europeans have signed for the show as exhibitors and attendees. “As we know, rules change all the time due to COVID-19 so we are extremely mindful of this in all areas.BLE will
be an extremely safe exhibition and we work with all measures in place. “The event will support the industry as it collectively looks to a postpandemic future with a ‘What’s Next’ theme weaving throughout the show in 2021. BLE returns this year with a new multi-platform format taking place in-person from 17-19 November at ExCeL London followed by an online event on 30 November- 1 December. “It’s encouraging to see live events happening around the world – as I said earlier, we notice that people attending the shows are very serious about doing business, so even thought the phrase quality over quantity is a cliché, it’s very true!” Licensing Expo Virtual recently announced the agenda for the event’s 2021 edition taking place August 24-26 in a virtual format. This year’s event features the return of Licensing U, produced by Licensing International, the US market debut of License This!, and an opening keynote address from senior executives at Warner Bros. Consumer Products, and Mattel plus the launch of Digital Brand Roadshows, Retail Clinics, Sustainability Clinics produced in partnership with Products of Change, along with GLG educational content. Categories for the 2021 event live sessions include: • Collaborations and Partnerships • New Exhibitors to the Event • Heritage and Nostalgia • The Live Experience • Animation and Anime • Licensing Around the World • Sustainability Clinics • Retail Education & Ask Me Anything Sessions: • GLG Educational Content: • Changing the Channel: The Evolution of Kids’ Content
