BLE: Finalists revealed for annual License This! Challenge

Robert Hutchins

By Robert Hutchins

September 19th 2013 at 2:11PM
UPDATED September 20th 2013 at 10:54AM
BLE: Finalists revealed for annual License This! Challenge

The Fantastical Adventures of Elle, Princess Pirates, Railway of Life and Mr Trafalgar will go head to head to win coveted prize

Brand Licensing Europe has revealed the finalists of this year's License This! Challenge, going head-to-head to take top spot in front of a live audience at BLE.

Now in its fourth year, the challenge offers firms and individuals with brand new creative concepts the opportunity to break into the global licensing industry.

Taking part in the live finale on Thursday, October 17th are:

The Fantastical Adventures of Elle presented by Sarah Lawrence. Inspired by two dads and their responses to questions asked by their own children, follows the stories of a small girls and her elephant.

Princess Pirates presented by Naomi Collet. Based on the story of five princesses who stumble upon a treasure chest, this property targets girls.

Railway of Life presented by Sarah Watts. Inspired by a 1926 Christmas Card, this brand aims to evoke the magic of a past era.

Mr Trafalgar presented by Jamie Patterson and Bella Binus. This property uses silhouette art to bring its human and animals characters to life.

David Riley, managing director, Egmont Publishing Group, and the Chair of this year’s judging panel, said: “BLE and License This! is such a great opportunity to showcase new brands and new talent.

"With over 50 proposals submitted from all over the world, it was no easy task to arrive at this year’s shortlist.

"However, we’re confident that the four properties selected have something very special to offer. We’re all looking forward to the final immensely.”

This year's judging panel includes Mind Candy's chief business development officer, Darran Garnham, Indigo Lens' managing director, Aysha Kidwai and Bettina Koeckler, SVP EMEA at Fox Consumer Products.

The finale will see each property pitched to the judges, who will ask questions and offer critique before choosing a winning property.

The winning selection will be based on its originality, commercial potential and suitability for licensing into other product categories.