Feature - BLE interview

Welcome back!

Toy World spoke to Anna Knight, VP Licensing, Informa Markets, about Brand Licensing Expo’s much anticipated return to Excel London from 17th-19th November, which will see the licensing industry gather under one roof again for the first time in a very long time. In this piece, Anna outlines all there is to look forward to, and what attendees should know about the in-person event.

How does it feel knowing BLE will return for a physical event in just a few weeks?

It feels brilliant: we’re really excited to welcome everyone back. It will have been two years since BLE was last held in-person and it’ll be the first time many people in this community will be able to meet up again. It’s been a very tough period for everyone, but finally events are open and back on. My mantra is - let yourself be excited.

What have been the major challenges in organising this year’s show, and how have these been overcome?

The logistics of organising a show during a pandemic have been a challenge. We need to ensure we are up to date with the latest guidelines, which are always changing, but we’re very confident that we can deliver a great show whilst ensuring the safety of exhibitors and visitors. We also have our online event two weeks after our in-person event, which will cater to those unable to make it this year. The complexity of dualorganising in this manner is also a challenge, but one which the team is working really hard to successfully overcome, so it can deliver everything attendees expect.

Can we expect anything from the physical BLE 2021 event that hasn’t been experienced, seen or done before?

BLE will follow a new multi-platform format, combining in-person and online elements to offer an improved experience for all participants. Exhibitors and visitors alike will have the ability before, during and after the events to schedule and host meetings, watch on-demand content, and search and discover the widest range of properties available for licence anywhere in Europe. That’s probably the most significant change.

We also know sustainability is important to our attendees and exhibitors, as well as to the whole market. At this year’s BLE, we’ll put even more of a focus on this through our continued commitment to running an environmentally responsible event. This includes a real drive to limit the use of paper distribution and the introduction of the Better Stands initiative, which will eliminate single use stand builds.

After show drinks will be laid on for all attendees and exhibitors on Wednesday evening from 5-7pm on the show floor and there will exhibitor drinks on Thursday too. We’re really looking forward to welcoming everyone back and this gives us the perfect opportunity to do so.

Can you explain the thinking behind this year’s theme, ‘What’s Next’?

Identifying new trends, changemakers and upcoming challenges is what makes an industry gathering like BLE unmissable. This past year has shown how adaptable we are and, as we move into a post-Covid world, that pace shows no sign of slowing down. Looking towards the future has never been more vital and this is precisely what our What’s Next theme is designed to support. We’ll look at What’s Next for the industry, for sustainability and for retail, as well as at Who’s Next through our Agents of Change gallery. Our hope is that this year’s theme, and all the amazing content that envelops it, will help to take the guesswork out of strategic planning and support our attendees as they drive forward their visions for the future.

What have been the impacts of the last 18 months on the licensing space? Can BLE mitigate these in any way?

Toy World has documented the impact of shipping, supply chain and stock shortages on the toy industry and, of course, this has impacted licensing. But you’ve also reported on how the industry is attempting to combat this by expanding Christmas campaigns, for example. Also, let’s not forget that many toys and games categories have thrived throughout the pandemic, which is great for toy brands, manufacturers and retailers, as well as the licensing industry. BLE can help by bringing people back together again to do business and prepare for the future. That’s why we exist, and we take that responsibility very seriously. You can’t beat that in-person connection - creating and building relationships is best done face-to-face.

There are a few major names missing from this year’s exhibitor list – were you disappointed, and do you feel it could have any impact on visitor numbers? Or do you feel that with a few big licensors not participating, it will open opportunities for other exhibitors, giving licensees and retailers more time to see other companies?

There are a couple of names missing but given the year we are in, I think that’s to be expected. The good news is that if they could have been at the show they would have been, and they are keen to get back on the floor in 2022. Will that impact visitor numbers? Not directly, no, but we’d be crazy to expect the same size show as 2019. We’re still in a pandemic, some countries are still facing travel restrictions, and some organisations have put travel on hold until 2022. That said, initial registration figures are strong, the support we’ve received from the industry has been amazing, and we are confident it’s going to be a great show.

Remember, that’s why we also have our online platform and online event running, to ensure that everyone can still be part of BLE.

What feedback have you had from international visitors - do you think that travel complications will put some attendees off?

The continued simplifications of measures are going a long way in ensuring we will have good European representation at the show this year. If you look at our registrations to date, we have a healthy representation of international visitors and the fact that we are still running screenings this year alongside some soon to be announced big-name keynotes further strengthens the international appeal.

What Covid-19 safety measures are in place?

There’s no doubt that things will be a little different on the show floor in wake of Covid and our priority is to make sure attendees and exhibitors can network and do business safely. We are committed to following official government, local authority guidance, venue and location-specific regulations. At the moment, that means presenting proof of double vaccination or a negative lateral flow test to gain entry into the venue.

Key information around Covid-19 safety measures, which will allow everyone to safely connect, learn and do business at BLE, will be regularly communicated to all booked exhibitors and registered attendees. It can also be found on our website.

What three things do you feel readers ought to know about BLE 2021?

First, the character parade is back. As soon as we announced BLE would be back in-person this year, the one question we were repeatedly asked is ‘will the character parade be coming back?’ The extra good news is that it’ll be taking place twice – at 11.30 on both the Wednesday and Thursday.

We have an amazing list of exhibitors across all categories and territories, from emerging trends to household names. New names who have recently signed up include Manchester City, Fashion UK, Global Trademark Licensing, Kate Mawdsley, Withit Studios, Olympique de Marseille, Tactic Games, Start Licensing, Imperial War Museum, Sinigaglia, Princess Sam, Tesa Scribos, Asmodee, ZSL (London Zoo), FOO Entertainment and Toncar. It’s great to know that we’ll have loads of European content on the floor.

Our Sustainability Activation, which we’re building in collaboration with Helena Mansell- Stopher and Products of Change, will include spotlights on fashion, material and retail innovation, as well as product showcases that will be really thought provoking.

We’ve got two incredible keynotes lined up for the show – I wish I could tell you more but I can’t, so watch this space. That’s on top of all the online content we’ll have available following the event, including Licensing U from Licensing International.

I’d like to take the chance here to say a massive thank you to everyone from the toy industry – retailers, brands and manufacturers – who have supported us throughout the pandemic. We really can’t wait to see you at BLE in November.