Now in its ninth year Brand Licensing is this year making the move to the Grand Hall at Olympia and, according to organisers, is set to be bigger and better than ever before. Exhibitors will be showcasing the future of the European licensing industry with over 2,000 properties on display from every possible category.

New this year is the Licensing Academy: a freeto- attend, high level, ten-session seminar programme covering the hottest topics affecting the licensing industry and providing delegates with a valuable platform for debate. The full programme can be found online at www.brandlicensingeurope.com but we contacted some of the speakers to get a few words on what they will be covering:

Adult and lifestyle brands

Ciaran Coyle, md of Beanstalk Europe, will be talking about licensing trends in adult and lifestyle brands. Licensing is no longer just for kids – adult and lifestyle brands are among the fastest growing categories and their enormous potential is just beginning to be developed. The seminar will cover strategies for developing successful licensing programmes around traditional and new adult and lifestyle brands.

Coyle says: “I will be looking at what makes an adult brand licensable and what the strategic drivers are for building successful lifestyle programmes. Discover what separates a celebrity from a celebrity brand, how to leverage heritage brands into modern lifestyle programmes and why a brand’s emotional connection holds the key to unlocking licensing potential.

“The seminar will feature presentations from both licensees and retailers, including specific case studies on Jack Daniels and Andy Warhol. The seminar is aimed at anyone interested in the power of adult brands, giving a unique insight into one of the fastest growing segments of the licensing industry.”

Packaging trends

Oliver Dyer, md of Skew Design, and John Deery from Joella Productions discuss style guides and packaging for the 21st century. Today’s demanding consumer expects not just a great product, but innovative presentation and packaging as well. The seminar will explain how to make the best use of style guides for eye-catching results and attendees will learn how to develop an ethical licensing programme around designs for efficient, recyclable and eco-friendly packaging. Dyer explains: “Skew takes entertainment brands from screen to shelf.We specialise in delivering trends and creative direction through to packaging, marketing and product development. Since setting up in 2000 we have built up an amazing client list that includes many of the leading youth entertainment brands. Skew has recently delivered style guides for ‘In The Night Garden’ and ‘Charlie and Lola’ as well as providing creative direction for ‘Mr Men’ and a range of Disney franchises from the East End shop.”

Spotting new trends

Along with various speakers, seminar leader Paul Comben, CEO at New Media, looks at how to spot trends in internet launched brands and characters. The hottest trends and brands are increasingly developing – or even originating – on the Internet, leaving behind the traditional platforms of film and TV. The seminar will explain how the new paradigm works and what the implications are for the licensing industry.

Comben explains how licensing works: “Firstly, a property or character is created. The creator then has to build public awareness and the only channels traditionally were to publish a book, get a TV series made or get a movie released. That entails winning support and funding from TV and movie producers and broadcasters/ distributors: mission virtually impossible! With public awareness, licensing can begin, but retailers only agree to stock licensed merchandise for properties with overwhelming public interest and they have lots of ‘safe bets’ ahead of new properties, in the queue to get on shelves.”

The seminar will propose a revolution in the model for licensing, available thanks to the evolution of new media. In the new media age, this is how licensing could work says Comben:

1. A property/character is created
2. The creator faces low costs and barriers to entry, to build public awareness using the world wide web
3. Once a sufficient fan base has been attracted online, they can be offered items for sale via ecommerce
4. With facts and figures about the popularity of their property, the creator can now approach TV, movie and retail companies with a compelling story to tell
5. Even if TV, movie and retail companies never support the property, it can still profitably serve its audience via the internet.
6. This is not theoretical: the Crazy Frog was the first character to prove that it is already happening

The Screening Suite: Where Films Become Brands also returns for 2007, following a successful debut in 2006, but this time the purpose-built state-ofthe- art cinema will double in size to accommodate even more industry principals. The timetable can be found online. New for 2007 will also be the Art, Design and Image Licensing Zone. This area is dedicated to one of the fastest growing areas in the licensing industry.

For more information go to www.brandlicensingeurope.com