79 BRAND LICENSING EUROPE Brand Licensing Europe (BLE) is Europe’s only event for licensing and brand extension and it returns to London’s ExCeL conference and exhibition centre from 24-26 September 2024. BLE is celebrating its 25th anniversary this year and is the number one opportunity for giftware retailers and manufacturers to discover and meet the biggest, newest and most exciting brands. Conversations often kickstart the creation of new branded gifts that consumers will adore. Brands shape who we are, what we do, and how we feel. From the clothes we wear (a V&A scarf perhaps) and the food we eat (English Heritage shortbread biscuit anyone?), to the Cornflakes mugs we drink our tea from and the blankets we curl under to watch TV, leveraging a beloved brand is one of the most valuable ways for brands, manufacturers and retailers to connect with consumers and drive sustainable business growth. There are lots of benefits to brand licensing for gift retailers and manufacturers – branded products help you stand out from the competition and offer consumers access to beautiful products featuring the hottest brands. Connecting a powerful brand to an in-demand product can boost sales and drive additional revenue for everyone involved. What’s more, we know that brand licensing works because industry trade association Licensing International has just valued the global licensing industry at more than $350 billion, a yearly uplift of 4.5 per cent. Why should giftware manufacturers and retailers visit BLE? Retailers and manufacturers come to BLE to meet the people behind brands they want to work with. The show lets them discover new innovations and intellectual property (IP) from all over the world – IP that can help them grow their consumer base and business in their domestic markets as well as expand globally. Over 200 exhibiting companies will be at BLE in September, representing thousands of brands, many of which are of interest to giftware manufacturers and retailers, including Peter Rabbit, The Gruffalo, Natural History Museum, Kellogg’s, The Royal Pavilion at Brighton and many, many more. BLE is packed with inspiration – from products on the show floor to insights in the conference theatre. And, of course, there are many networking opportunities, too, which can be so powerful in kick-starting new ideas and partnerships. It’s a great place to find out who’s celebrating an anniversary over the next 12-24 months, too, as consumers wants to celebrate these milestones through commemorative and special edition products. Our sister title License Global keeps a running tally so be sure to check it out. We’re especially excited about SpongeBob SquarePants, Powerpuff Girls, Neopets, Beyblade and The Gruffalo because they’re all celebrating their 25th anniversaries just like us. We will be hosting a birthday party on the first night of BLE – 5pm-7pm on the showfloor, 24th September. Everyone is welcome, so be sure to add that to your calendar now! Visitor registration is open now and passes are free. License to thrill Brand Licensing Europe Event Director, Ella Haynes, tells Gift Focus readers what’s to come at the imminent event IN BRIEF: Who: Brand Licensing Europe, www.brandlicensing.eu Where: ExCeL conference and exhibition centre, London When: 24-26 September, 2024
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