With Brand Licensing Europe taking place next week, PartyWorldwide.net spoke to Mel Beer, licensing director EMEA for Amscan 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 is vitally important for us. We use the show to get a glimpse of upcoming franchises, get feedback on existing ones (from licensors, retailers and licensees alike), finalise decisions and network with all our industry colleagues and friends. The show is a great way to see all the franchises under one roof to help gauge what is emerging the most strongly and get a sense-check from industry colleagues on what to support.”
How important is it that you are able to keep up with the changes and trends in the licensing industry?
“In such an ever-changing market, it’s key for us to keep up with what’s ‘hot’ today among our target audience who are far more savvy than they’ve ever been – gaming brands and social media influencers are more popular than ever.”
What’s the current licensing landcape like within the party industry?
“In the current retail climate, we find the classic and evergreen preschool franchises are performing the most strongly. Paw Patrol continues to lead our licensed ranges but we have some exciting new additions joining our portfolio for 2020 – watch this space. We have so much to say but so many contracts to sign first!’”
What are you hoping to achieve at this year’s show?
“We’ll be using this year’s show to help cement decisions on franchises we’ve just seen at Vegas Licensing Show but products aren’t likely to emerge from these decisions until 2021.”