Magnus Scheving signs up for first ever BLE keynote

Samantha Loveday

By Samantha Loveday

June 30th 2008 at 11:53AM
Magnus Scheving signs up for first ever BLE keynote

LazyTown creator to speak at the Licensing Academy at this year's Brand Licensing Europe.

The creator of LazyTown, Magnus Scheving will be giving the first ever Licensing Academy keynote address at October's Brand Licensing Europe.

Scheving is also the star of LazyTown, in which he plays athletic superhero Sportacus. For those who haven't seen it, the show uses humour and music combined with strong values to motivate children and inspire them to live a healthy lifestyle. Its on-screen success has translated into a category-wide licensing programme, which includes apparel, dress-up, music, toys, gifts, greetings and a live stage show.

This will be the second year for the Licensing Academy. It is a free-to-attend high level conference offering eight sessions, in addition to the keynote. The sessions - four on each day - are centred on two new tracks: Advanced and Trends.

The Advanced sessions are aimed at delegates who are already armed with the licensing basics and will tackle licensing finances, negotiating contracts, market data, cross territory licensing and food licensing.

The Trend sessions, meanwhile, will be covering such topics as the future of TV and licensing, how younger children behave online and examining ecological and responsible business trends in the context of licensing.

"Last year's Licensing Academy launch was a big hit with visitors, with standing room only in many of the sessions," said programme director Sam Phillips.

"This year we have upped the anti even further refining the programme to ensure the sessions appeal specifically to retailers and licensees. The majority of this year's presentations will also feature a pan-European flavour to reflect the ever increasing European nature of the exhibition."

For more information on the Licensing Academy, and Brand Licensing Europe in general, simply click here.