As Brand Licensing Europe prepares to celebrate its 20th anniversary, Pioneer Europe’s head of marketing Julie Dommett explains why Europe’s biggest licensing trade show is essential to the party trade.
Anyone who’s anyone in the licensing trade will be heading to London’s Olympia this autumn as Brand Licensing Europe (BLE) opens its doors for the 20th time. Taking place from 9 – 11 October, BLE is the holy grail for all things related to celebrating the product extension of popular brands and characters – and that, of course, includes costumes and other party products.
“Brand Licensing Europe gives us a chance to see new properties for the first time and to discuss opportunities and developments with our current partners,” says Julie, explaining that having the right licence at the right time can hugely impact the business. “It doesn’t just help with increased sales but can also act as a potential door opener for new accounts. BLE is sometimes the first chance for us to see a new property.”
Children’s character properties always do well for Pioneer Europe and are very important for the party industry as a whole, as Julie explains. “The rise in game-related licensing is also becoming interesting and is definitely something we will be keeping an eye at BLE this year.”
“Party might not lead category in licensing, but a solid licensing programme with cross-category partners helps gain exposure in the market which is essential for the party industry,” she added. “It’s a hugely competitive space for brands to be number one.”
