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The BLE Boost: Smiffys

As Brand Licensing Europe prepares to celebrate its 20th anniversary, Smiffys’ director Dominique Peckett 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.

“BLE is a great opportunity to meet with new and existing licensors as it allows us to build strong business relationships,” says Dominique. “There are always exciting announcements and opportunities regarding new film releases and product previews keeping the industry moving and everyone on their toes. Events like this give us lots of ideas and inspiration for product development.”

“Licences play an increasingly important part of our offering,” she continues. “Some of our most popular dress-up characters have been created for Book Week from established titles, ranging from Where’s Wally and Horrible Histories to the most recent successes of 2018, including characters from the World of Walliams, Beatrix Potter and Enid Blyton.”

Smiffys is continually developing innovative and exciting lines, as Dominique explains; “An exciting new toddler and baby range will be launching soon as well as fantastic new licenses such as Bing, Wind in the Willows (which resulted from a meeting at a licensing show!) and Postman Pat.”

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