Gift Focus - Sep/Oct 2019 (Issue 115)

73 BLE The BLE lowdown BLE has changed location – what was the reason for this change? Yes, we’re moving to ExCeL London this year. We spent a lot of time talking to exhibitors and visitors about what they wanted from BLE, including a more experiential event and the need for more flexible space options, and it became clear ExCeL was more suited to meeting those needs. This venue gives BLE the space to grow and our exhibitors more choice when it comes to stands, meeting spaces and screening rooms. Visitors also wanted more from BLE in terms of experience, and we will be able to give them this, from seating areas and catering points to the new Retail Trends Lounge and experiential activations. Growing the number of European attendees and exhibitors at BLE remains extremely important to us, and ExCeL is easy for European visitors to get to. What can exhibitors and visitors expect from the new venue? ExCeL is a modern, purpose-built exhibition centre with excellent facilities, which means we can provide an amazing experience for our visitors. The show will feature an easy-to-navigate floor plan, with exhibitors all on one level and multiple entrances for easy access to each zone. There’s no shortage of amazing places to dine, and we’ve created a useful guide on the BLE website to help people find exactly the right spot for dinner and drinks. We will also have two new BLE networking evening events on Tuesday and Wednesday at the Novotel, and the official BLE party in partnership with Licensing International will take place on Wednesday at the Museum of London Docklands. What’s new at BLE 2019? This is a big year for BLE. We’re celebrating our 21 st anniversary and launching a host of new features. Our Beyond the Book publishing activation, in partnership with Nielsen Book, will showcase an extensive collection of licensed products from BLE exhibitors, as well as Meet and Greets from Adam Hargreaves (Mr Men and Little Miss), Horrible Histories author Terry Deary and Elmer creator David McKee. We’re also highlighting licensing in animation, gaming, eSports, heritage and interiors – all super-creative sectors within our industry – with special activations, pavilions, conference sessions and interactive features. Animation will be the focus of one of this year’s conference keynotes and will celebrate Britain and Europe’s vibrant animation industry and recognise the talent powering its creativity and success. The Gaming & eSports Activation will offer a colourful, innovative and interactive gaming experience for visitors, including an AR-powered Character Mural and Gaming Timeline, bringing to life beloved gaming brands and icons from the past 40 years. The Heritage & Interiors activation will showcase high-end licensing programmes, with products dressed and displayed in stunning room settings curated by six formidable British heritage brands, including Morris & Co and Sanderson. And we are launching a series of critical, retail-exclusive presentations, delivered by knowledge partners Trend Bible, IMRG, The Insights People and GfK, in the new Retail Trends Lounge. Are there any standout licences you think will be huge in 2020? All of the categories I’ve mentioned are producing some fantastically creative IP that translates well into gifting – specifically publishing, animation and gaming. YouTubers, eSports and influencers continue to be big trends, and personalisation is still huge too. Of course, seasonal brands and anniversaries are always brilliant vehicles for reintroducing a brand to market or for simply extending its licensing range. Sports brands will also be big news, especially following the success of the FIFA Women’s World Cup this summer and with Tokyo hosting the Olympics in 2020, putting sport back on to a global stage. Heritage brands are doing some really interesting high-end, top-quality collaborations in the licensing sphere, which could prove inspirational in the gifting sector. As are corporate brands like NASA, Polaroid and Kellogg’s. And there’s huge demand for Asian brands, too. Any tips for first-time visitors/ exhibitors at BLE? That’s a good question. To us, licensing makes perfect sense. But to first-time visitors, it can seem complex and challenging, so we’ve always made a huge effort to hand-hold industry newbies. We have the Retail Mentoring Programme, which introduces retailers to licensing through training, mentorship and practical workshops, and I would urge all first-time exhibiting retailers to consider joining this for 2020. Make the most of the Matchmaking Service and the exhibitor list online, which will help you pinpoint exactly the right exhibitors for you. Check out the floor plan to help plan your visit. Look at the seminar programme early doors, and work your meetings around it so you don’t miss out. And use the website – there’s lots of guidance on there. Plus, we’re hosting new daily breakfast briefings for retailers in The Bridge restaurant at ExCeL from 8am-9am each morning. There, you’ll be able to pick up the highlights of the day and ask the team questions. Gift Focus chats with Anna Knight, BLE event director, ahead of the 21 st edition of Brand Licensing Europe IN BRIEF Show Brand Licensing Europe Organiser Informa Markets Where ExCeL, London When 1 st –3 rd October, 2019 Website brandlicensing.eu/register-now