With Brand Licensing Europe taking place next week, PartyWorldwide.net spoke to Julie Dommett, head of marketing for Pioneer Europe, to find out more about the party company’s approach to the show.
Why do you believe BLE is so important to the party industry?
“BLE allows us to talk to existing and meet new licensors and get crucial first glimpses of new licenses and properties. Talking to licensors allows us to gain vital insights into properties, finding out what kind of content is coming out and when, allowing us to work together with the licensors when planning and scheduling content, for maximum impact.”
How important is it that you are able to keep up with the chnages and trends in the licensing industry?
“It’s hugely important. In the licensing industry hot properties can come and go extremely quickly. Being able to talk to licensors at BLE gives you a head start when it comes to a hot property which is essential.”
Has licensing within the party industry changed much over the last few years?
“Licensing for partyware can be very different to licensing for other products. Usually, successful licences in partyware and balloons are more targeted towards lower age ranges as these products work really well for themed birthday parties.”
Is there anything you are looking forward to at this year’s show?
“We are particularly excited about the beautiful new Frozen II Bubble Balloon and latex balloons, and the Frozen II partyware that will be revealed very soon…”
