Though the floors of Brand Licensing Europe this week is awash with multicoloured brands, walking costumed mascots and a miasma of company logos – something today is in particular catching the eye of Licensing.biz.
On the gallery level of the Grand Hall in the Olympia Exhibition Centre, right now, Britain’s number one-ranked Olympic Fencer is engaging in duels with licensing trade execs wearing Puss hats, plastic masks and sabers.
It’s all part of Rocket Licensing’s celebration of a landmark deal with Dreamworks to represent the UK theatrical release of Puss in Boots in 3D.
Five licensing trade execs will take part in a two minute fencing bout against Olympian fencer Alex O'Connell. Points scored against him (if any!) from the five participants will be tallied, and whoever gets the most hits will take home a large silver challenge cup to accompany the battle scars.
It’s a typical move from the Rocket Licensing team. In 2007 the firm brought a conker challenge to the event, and a year later brought in a vintage Atari Asteroids arcade cabinet, and in 2009 ran a Scalextric Challenge.