The event will be merchandised into three key segments: Art, Design & Image; Entertainment & Character; and Brands, to create the ultimate ‘shopping experience’ for retailers, licensees, and sales promotion professionals.
The changes come in response to visitor feedback requesting more sport, heritage, fashion, food and beverage, automotive and corporate brands at BLE. The new layout will broaden both the scope of brands exhibiting and the number and breadth of attendees. It will see the creation of a dedicated area in the new West Hall for the Brands segment, centered on a focal ‘Brands Bar’ and meeting place. The new area will also feature a Brand Experience Theatre, and brand installations showcasing licensed products.
Jessica Blue, Brand Licensing Europe event director, said: “These new initiatives will enhance the BLE visitor experience, and engage new visitors in the world of licensing. In doing this, we will be able to market the show more effectively to attract new retailers and manufacturers. We believe that this investment will have a major impact on the way the show works for our exhibitors and attendees.”
“We see this as a positive step forward for the show” said Ciarán Coyle, managing director, International, Beanstalk. “It can only benefit exhibitors to see more attendees and new visitors coming through the door. We are fully supportive of the plans and look forward to next year’s event.”
Brand Licensing Europe 2012 takes place this month from 16th – 18th October at London’s Olympia, registration is free at www.brandlicensing.eu. The new layout will have its own dedicated marketing campaign, promoting all exhibitors and their brands.