Nickelodeon’s Teenage Mutant Ninja Turtles was arguably THE story of BLE. From the costumed characters to the ever-present sponsorship, to the keynote adderss featuring original series creator Kevin Eastman - the Turtles were everywhere. They even had a Turtle van delivering pizza to hungry visitors outside Olympia.
This most famous of lollipop brands bought the traditional sweet shop experience to BLE with its eye-catching stand. There were lollipops of all sizes everywhere for visitors to enjoy, and an old fashioned till manned by a mock-old lady (complete with a grey hair wig).
The entertainment giant had a plethora of impressive new properties to show off at Brand Licensing Europe this year. Its stand featured its own themed rooms (including an impressive Avengers section) and an attractive 'moving' entrance using air, smoke and light.
> Disney Junior to ramp up 2013 production
Mattel’s focal boys brand drew waves of applause in the Screening Suite and looks set to be huge in 2013. Max Steel is already a massive boys toy property in Latin America and it certainly went down well at BLE.
> Massive Max Steel marketing campaigns coming
Stooshe and Furby
Hot girl band Stooshe were on-hand at the Hasbro stand to promote Furby. The trio brought some attention to Furby as a brand and the media coverage should also provide a boost for the recently-launched toy too.
Costumed characters are always a popular feature of BLE, but the canines from the Battersea Cats and Dogs seemed to cause much more excitement than their costumed counterparts. The Battersea brand is on the up following a successful new TV series featuring Paul O’Grady, and we heard that these loveable pups drove plenty of footfall to the Battersea stand.
City of Friends
At BLE Nordic pre-school show City of Friends doubled its portfolio of licensees and now has a wide variety of potential master toy partners to choose from, we heard. By anyone’s standards, that’s a very successful outing. The City of Friends installation outside Olympia can’t have hurt the growing brand’s profile either.
> Mei to manage City of Friends live shows
There were a few celebs at this year’s show, but Autumnwatch TV presenter Kate Humble stood out with her line-up of ‘Humble’ branded bath and beauty products. Rather than just ‘label-slapping’ her name on the range, Humble has been passionately involved in every step of the development of these 100 per cent organic and biodegradable products.
Winner of License This! Pink Chillies is was born out of a love of elephants and features a collection of individual elephant characters and their friends. With a broad range of product already available, ten per cent of the company's profits are donated to animal welfare charities. Richard Hollis said of the winner: “We've chosen the property that we feel has the potential to expand into a broad licensing range, and make the most of the time between now and next year's show to make a full consumer launch.”
> Pink Chillies wins License This!
HM Armed Forces
Gentleman in uniform – need we say more? Muscular squaddies in all manner of Armed Forces get-up certainly stole the show for the female contingent at BLE. The ladies on the Licensing.biz stand were particularly impressed with London 2012 gold medallist and Royal Navy Lieutenant Peter Reed, who made a special appearance for HM Armed Forces brand.