Brand Licensing Europe is bucking trends: biggest-ever show floor, more attendees, new features, a wider reach and a bigger conference program. The challenging retail climate will be top of mind among attendees, but so will a desire to see the new properties being launched, as well as the classics returning to attract new partners. Gaming industry executives will be at BLE to learn more about licensing and a record number of retailers will be walking the show floor to see what licensing can do for them. And brand owners have never been more receptive and organized in their ability to listen and develop new ideas. The task, of course, is to turn the optimism into products that make good business sense.
Superhero Power
Superheroes will be a major force on the BLE show floor for every generation and in wide applications across licensed products, advertising, promotions and high-end fashion ranges, hoping to entice consumers out of the gloom and back into the stores.
Among the prominent highlights will be the Batman franchise and Marvel Universe. The Batmobile will greet attendees in the forecourt of Olympia, celebrating the success of the Warner Bros. franchise. Inside, Marvel will promote its next four inter-connected movies from the home of Iron Man, the office of Stark Industries.
Cross referencing among Marvel's four upcoming films (Iron Man 2 in 2010, Thor and Captain America in 2011 and The Avengers in 2012) is something Simon Philips, worldwide head of consumer products, says appeals to retailers and licensees: "It means these films aren't one-shot hits."
Remastering often-flawed and complex superheroes for a younger audience is also a successful trend. Marvel's new TV series, "Superhero Squad," introduces the main Marvel heroes in a new animation for children. "We wanted to create a series that would drive merchandise," says Philips.
Warner Bros.' "Batman: The Brave and the Bold" is doing the same for younger fans.
