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TV Kids Weekly


August 16, 2019



Event Preview: Brand Licensing Europe
By Alison Skilton

***Viacom***Brand Licensing Europe (BLE) will take place from Tuesday, October 1, through Thursday, October 3, at ExCeL London, where some 280-plus brand owners and agents and 7,800-plus retailers and manufacturers are set to congregate. Billed as “the definitive event for the European brand licensing industry,” the three-day gathering will see exhibitors from all sectors of the licensing and merchandising business networking and closing deals for properties across all categories, including entertainment, art, sports, gaming, heritage and more.

***Image***New this year to BLE—which is now in its 21st run—is the retail program, a packed lineup of events that will begin each day with daily retailer-only breakfast meetings. “The new briefings will be held between 8 and 9 a.m. at The Bridge Restaurant within ExCeL, and retailers can tuck into a complimentary breakfast and learn about that day's highlights before they head into the show," says BLE Event Director Anna Knight. “The BLE team will also be on hand to answer questions and queries.”

Retailers will be treated to a brand-new Retail Trends Lounge, which is for their exclusive use. Inside they can hold meetings, watch content specifically designed for them in the state-of-the-art theater "or just take a breather and enjoy the free refreshments," Knight says. Also new for retailers is the Retail Trends Programme, which will feature five sessions delivered by four BLE ***Image***partners: Trend Bible, IMRG, GfK and The Insights People. Topics for the seminars include how e-commerce and tech are affecting the future of retail, big trends in licensing and why they matter, the rise of the in-experience purchase and the impact SVODs are having on consumer behavior. Meanwhile, the VIP Matchmaking Service will ensure that retailers not only have the opportunity to get in front of leading brands but that they also get help identifying which brands those might be from a special concierge team.

The program was launched due to the increasing attendance that BLE has seen from retailers recently, rising by 24 percent last year. "BLE is a big ***Image***show with a lot of content and retailers say they hate to miss out on anything, but they also love to walk the floor," Knight says. "This is why we introduced the briefings, but why we have also purposefully left 90 minutes between each screening and made the Retail Trends sessions bite-sized. The idea is that this new program will help retailers cut through the noise and focus on what's exactly right for them."

This article continues here.

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Analysis: Dealing with OTTs: Perspectives on working with nonlinear platforms and their evolving business models.

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