BLE Sets Up New Floor Plan

LONDON: For the first time in its 15-year history, Brand Licensing Europe (BLE) has a new floor plan, divided into three distinct areas: Brands; Art, Design & Image; and Character & Entertainment.

The exhibition organizer, Advanstar, says that these three areas reflect the most important vertical categories in the licensing industry today. Each of these three new areas will have their own distinct feel and treatment. BLE will run tailored marketing programs for each area as well, to reach a wider and more diverse audience. The changes are in response to the show’s growth and also serve as a way to broaden the scope of the brands exhibiting and the number and diversity of attendees.

Last year’s BLE was the largest and most well-attended to date, with a 23-percent increase in total visitors. There was a 14-percent increase in retail attendance and a 17-percent increase in European attendance on the previous year. Already, more than 70 percent of the 2013 floor place is sold out. BLE 2013 takes place from October 15 to 17 in London’s Olympia.

Darren Brechin, BLE’s event director, 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 ten thousand 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.