The 2013 show, which will take place October 15-17 at London’s Olympia exhibition hall, will be divided into three distinct areas: Brands, Art, Design and Image; Character; and Entertainment.
The new floor plan design was created to broaden the scope of brands exhibiting and the number and diversity of attendees.
Darren Brechin, event director of BLE, said: “Long-term partners of Brand Licensing know that the BLE team thinks long and hard before making changes to this event. Last year nearly 10,000 people walked through the doors, and we feel this is absolutely the right moment to separate the show into vertical areas to make it easier for visitors to find the companies they want to see. Importantly, it also allows us to drill down into these sectors to attract new visitors and exhibitors. By diversifying what is already there we can continue to grow and to serve the industry by attracting even more properties and engaging new retailers, licensees and sales promotion professionals in the world of licensing.”
The new Brands and Art, Design and Image areas will be located in Olympia’s newly renovated West Hall and on the gallery level, while Character and Entertainment will remain on the ground floor.
Each of the three new areas will have their own distinct feel and treatment, allowing visitors to navigate around the show more easily. BLE is also planning tailored marketing programmes for each of the three new areas to reach out to a wider and more diverse audience.
This year will also see the introduction of new features, designed to create focal points for the new areas, including The Brands Bar and Meeting Place, The Brand Experience Theatre, a new and improved Art and Design Café and brand installations showcasing licensed products.
For more information on Brand Licensing Europe 2013 visit BrandLicensing.eu.
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