BLE 09: New product showcases added

Samantha Loveday

By Samantha Loveday

March 4th 2009 at 10:00AM
BLE 09: New product showcases added

Toy, health and beauty and housewares areas to be introduced to Olympia event.

Brand Licensing Europe is launching three product showcase areas for 2009.

The Toy Store, Salon and House & Home showcases will display licensed products in the visitor areas for the first time at the Olympia event.

Each area will give retailers, licensees and sales promotion agents an insight into the licensed products that hit the market each year and a taster of the new items launching at BLE. Each product will be clearly labelled to allow visitors to identify the brand owner and where they can find it on the showfloor.

"The three new showcases are being introduced in response to feedback from our visitor research that shows people want to see more product at Brand Licensing Europe," explained event director, Jessica Blue.

"There's no question that Olympia is the only place where retailers and manufacturers can find the hottest properties and licensing opportunities throughout Europe, but research suggested that seeing more product would help retailers to make the connection between the licensing concept and its product and marketing potential, and provide inspiration for manufacturers, especially when it may be years before some licensed goods make it in-store."

All BLE exhibitors will be eligible to display products in the showcase areas - which will be positioned close to visitor seating areas within the hall - while sponsorship packages are available.

In addition, BLE is also introducing a Property Finder for 2009, after research revealed that visitors would like more help identifying the rights' owners behind the properties at the show.

"The Property Finder will clearly identify the brand owners, stand numbers and licensing categories relating to each property at the show and will be placed in strategic positions throughout the hall to help visitors find their way to the right stands and see as many exhibitors, properties and products as possible."

Brand Licensing Europe 2009 runs on September 30th and October 1st at Olympia's Grand Hall, London.