Licensing Italia, Licensing International Representative in Italy, interviewed Ella Haynes, Event Director, Global Licensing Group at Informa Markets
by Maura Rastelli
L.I. What are in your opinion the basic elements of the enduring success of Brand Licensing Europe (BLE)?
Ella Haynes: Brand Licensing Europe is an enduring success because, at its core, the event makes tangible opportunities for the licensing industry to grow by ensuring professionals and brands of all levels are informed, inspired and, more importantly, connected.
It is the only pan-European tradeshow dedicated to licensing and brand extension that brings together thousands of European retailers, manufacturers and brand owners for three days of deal-making, networking and trend spotting. And it’s the only event to showcase the best of European licensing and features global, regional and domestic brands from every European country.
L.I. Which are the most important novelties that distinguished the 2023 BLE?
E.H. The big thing that’s new for 2023 is our theme, LBE (location based experiences), which refers to any out of home experience and entertainment.
Traditionally, we think of LBE as theme parks and video games arcades, but it is so much more than that now. In London alone, we have seen sell-out successes with the likes of Secret Cinema, the immersive Van Gogh and David Hockney exhibitions, Abba Voyage and Monopoly Lifesized. Many retailers have also been enjoying the benefits of LBE with ‘retailtainment’, in-store pop-ups and themed out of home experiences.
LBE is a huge market already (valued at $3.29 billion in 2022) and is only going to get bigger (30% growth expected by 2030) as it expands into more categories and touches more diverse audiences and the potential for brands to get involved to both drive and benefit from this growth is massive.
The LBE theme will let BLE place focus on this developing market and run countless opportunities to keep ahead of the trend, invite expert insight to the stage, inspire people through massive brand-led showcases and curate vital opportunities to connect. This means creative professionals and suppliers will also benefit from being at BLE.
Visitors will see LBE manifest throughout the event in:
- LBE-focused keynotes on Wednesday 4th and Thursday 5th October, plus an LBE trends session and panel debate.
- LBE Pavilion, which is a huge stand at 400 sq m (the size of two tennis courts), housing up to eight exhibitors showcasing super immersive and inspiring LBE content that visitors can walk through, around and interact with.
- LBE-themed show entrances – watch this space for more details!
L.I. What is the response from the industry so far? How many participants are you expecting?
E.H. It’s been amazing, we have nearly 150 companies confirmed to exhibit four months out, including Paramount, Bravado, Jazwares, Capcom, Tour de France, Rights & Brands and MGA Entertainment. Pokémon and Hang 10 will have an increased presence at BLE and Stor, BioWorld and The Wombles are exhibiting for the very first time. Italian exhibitors include FC Internazionale Milano, Panini, Sanrio, Singaglia, Pea & Promoplast, Rainbow SpA, Atlantis and Sabor.
L.I. What are hot topics for the industry now and what is the new market scenario in the post-pandemic world?
E.H. The licensing industry is facing similar issues to those impacting most other industries: being more sustainable in product development throughout the entire supply chain, DEI and ensuring that consumer products are more representative of and relevant to diverse audiences, and, of course, inflation, rising costs and the cost-of-living crisis.
There’s no better way to combat these challenges and unearth new opportunities than by talking to peers to share information and ideas, learning about new trends and discovering innovation across the entire product development journey. The best place to do that – for this industry, in Europe – is BLE, where you can meet people from all over the world and all corners of the industry to have those conversations face to face.
We exist to help everyone in the licensing industry do better business, and we do that by providing meeting opportunities, but also through information and education. That includes spotlighting hot topics and industry trends and explaining how the industry can best capitalise on them. Since Covid, LBE has been a huge buzz and that is why we are spotlighting this area in 2023.
L.I. Which growing categories are nowadays particularly active in the Licensing industry?
E.H. Last year’s Global Licensing Industry Study from trade association Licensing International. report highlighted the top performing property categories as celebrity, corporate, publishing and art, which all showed strong growth. The fastest growing product categories were video games and software, sporting goods, gardening goods, housewares, pet products, toys and games, home décor and food and beverage.
LBE is another growing category. Immersive experiences offered by LBE are just beginning to gain momentum. The technology, creative approach and consumer engagement inherent to this platform are evolving rapidly, making it an exciting opportunity for brands. There is growing interest in creatively produced hybrid experiences, such as how AI and VR can enhance immersive experiences worldwide. On the other hand, licensed back-to-nature initiatives that bring families together have also shown great success.
From exploring the LBE market, I have learned that memories make an experience genuinely impactful. Experience engineers know this well, but brands can leverage this by creating engaging connections with consumers through intellectual property licensing.
Another trend gaining traction is the potential of location-based entertainment at retail. Retailers increasingly seek immersive experiences to drive foot traffic and engage consumers in ways that traditional retail cannot. This presents an opportunity for brands to leverage their intellectual property to create unique and memorable experiences that generate revenue and strengthen brand loyalty.
So, the creative development of the LBE business is driving new opportunities for the market to grow, but there is also a successful and equally exciting increase in intellectual property licensing that is driving the connection with the guest.
L.I. Is there anything you’d like to add?
E.H. Two things!
One – BLE is taking place Wednesday to Friday this year! Please ring the dates in your calendar.
Two – whether you are a retailer, marketer or manufacturer, whether you have been in the industry for 10 minutes or 10 years, you are guaranteed to find something that will help your career, your business and your creativity at BLE. It is packed with content to inspire you, starting with thousands of brands our exhibitors have available for license globally, through to our keynotes and panel sessions, and our brilliant networking events.
