Brand Licensing Expo Europe

IMC recently attended the Brand Licensing Expo Europe and made the following observations:

• Harry Ramsden’s Mushy Peas – the traditional accompaniment to fish & chips in London. Golden Goose is building a successful food franchise around the Harry Ramsden name

• Microsoft was one of the few American-based corporate brands and trademarks exhibiting. 

Licensing Trends and Thoughts

• Brand Licensing Europe was very character oriented. 

• Other than Disney, Beverly Hills Polo Club, Orange County Chopper and Mattel we did not see many exhibitors who also exhibit in New York.

• Golden Goose is starting its own online licensing forum.

• Global European Brands like Umbro, Guinness, Mini, BMW, Saab, Adidas, Vespa or FILA were conspicuous by the absence.

Other Comments

• In spite of moving to a smaller venue, from Earl’s Court in previous years to The National Hall at Olympia, the show was packed with attendees.

• The physical limitations of the new location meant that much of the smaller attendee booths were on the mezzanine opposite the “by-appointment-only” booths for 4Kids, Mattel, Disney and the conference theater, which were out of the flow of traffic.

• A broad range of attendees represented a more complex mix of licensors and agencies than could be seen exhibiting.

• TLC, EMI, and MODA (notable US-based agencies with European offices) did not exhibit.

• LIMA had a medium sized booth with room for networking.  Charles Rioto was spotted in the crowd gathered there. 

• Kelvyn Gardner takes over as managing director of LIMA UK.  Kelvin participated in an interesting panel discussion about Next Generation Food & Beverage Licensing that was mostly character focused.