BLCEE 2011: Exhibitor preview

As the trade readies for Budapest, we find out what will be on show.
Publish date:

Brand Licensing Central and Eastern Europe will take place from March 7th and 8th at the Corinthia Grand Hotel, Budapest.

The second annual show will house 17 exhibitors this year. Here is what they will have on show:

4Kids Entertainment and 4Sight Licensing Solutions – Stand A22

Yu-Gi-Oh 5D’s will be key to 4Kids’ offering at the show. The firm has developed a licensing programme that takes in apparel, collectable figurines, publishing, back to school, stationery, puzzles and tattoos.

2011 marks the property’s tenth anniversary and the release of a 3D movie. A global web portal has also just launched at, which recorded 134,000 page views in its first two weeks.

Amongst other properties being showcased will be Penelope - the blue koala with a red nose and an insatiable curiosity – who stars in a series of books.
In territories where Penelope has already launched, licences have been secured in toys, plush, publishing, accessories, apparel and stationery. A TV show is also proving popular across Europe and is set to launch soon in Slovenia and Croatia.

4Kids will also be presenting Dinosaur King. The show is currently watched by millions across EMEA with new territories set to launch this year. A licensing programme is in place across CEE, with Harper Collins, Signature Publishing and Egmont on board, while other licences include stationery, apparel, toys, collectables, inflatables, confectionary, BTS, homeware, gifts & novelties and sporting goods.

4sight licensing solutions will also have a strong presence including the animal photography franchise, Artlist Collection: The Dog and Friends. 4sight has built up a sizable programme for the brand across a number of territories, covering plush, iPhone and mobile phone games and accessories, online greeting cards, video games, t-shirts, nightwear, collectables, games, umbrellas, housewares and publishing.

4sight’s portfolio also includes Chicaloca, the fashion brand aimed at teenage girls. The property launched in South Korea in 2005 and in other territories across the world the following year. An apparel licence is in place and other categories being targeted are bags, footwear, fashion accessories, stationery, health and beauty, gifts, and mobile/MP3 accessories.

4sight will also be presenting two new art-based properties at BLCEE - Hokusai and Pachanga.

Advanstar - Stand A3

Representatives on the Advanstar Licensing stand will be on hand to answer queries about Licensing International Expo, taking place in Las Vegas on June 14th -16th and Brand Licensing Europe, taking place in London on October 18th -20th.

Advanstar Communications, producer of Licensing International Expo, Brand Licensing Europe, Brand Licensing Central & Eastern Europe and License Global magazine, is a leading worldwide media company providing integrated marketing solutions for the licensing, fashion, life sciences and powersports industries.

The company serves business professionals and consumers in these industries with a portfolio of 147 events, 68 publications and directories, 267 electronic products and web sites, as well as educational and direct marketing products and services.

Brand Licensing Europe:
Attracting Europe’s highest concentration of licensees and retailers, Brand Licensing Europe is a meeting place for the European licensing industry. 250 leading licensors and agents exhibit, representing over 2,200 characters, brands, sports clubs, films, TV shows, art and image libraries. Over 7,000 licensees, manufacturers, retailers, sales promotion professionals, licensors and agents attend the show from 63 countries.

Licensing International Expo:
Licensing International Expo has become a global marketplace for leveraging brand and property equity for new licensed consumer products. The show’s appeal brings together retail and manufacturing executives from more than 82 countries who use the exhibition to discover new brands and revenue generating opportunities.

Allsorts Licensing – Stand G7

Allsorts will bring its classic brands to Budapest including Betty Boop, Flash Gordon, Hagar The Horrible and Popeye. All are well known in the region and perform in all the major European markets.

The firm also has its graffiti brand, Sprayground, which is launching on bags and stationery for back to school through Live d.o.o. which is, of course, based in Slovenia.

Finally Allsorts will be showing Yoga Cats and Dogs which has licensees for calendars, greeting cards, posters, giftware and gift books. We have also signed a stationery deal with Academy in Russia for that territory, CIS and Baltic States as well as the Czech and Slovak Republics and Poland.

CopCorp (and Plus Licens) – Stand A10

New York-based CopCorp Licensing is at BLCEE to showcase several properties.

Pink Cookie is an international fashion brand enjoying growth not only across Europe but around the world. The property offers a variety of trend-conscious design elements allowing licensees to mix, match and select different looks.

Design elements expand and evolve quarterly to reflect the latest in fashion trends and CopCorp licensing president Carole Postal will be meeting with licensees from Central and Eastern Europe to share the new autumn 2011 style guide with them.

Happy Bunny is a little bunny with a big attitude. The award-winning humorous character brand from American cartoonist Jim Benton, already has active licensees established in Russia, Poland, Romania, and Czech Republic. CopCorp is looking for continued expansion in Central and Eastern Europe.

Barcode Kitties is a character property featuring kittens with bar codes for whiskers. The property was created in Japan but Central and Eastern Europe were among the first regions outside of the Americas to embrace the brand.

CopCorp has also chosen Budapest as the venue to launch the global licensing program for Fiona & the Funky Pirates, which is a children’s property that the firm is touting as the first Barcode Kitties sister/spin-off brand.

Both brands are creations of Nagoya (Japan)-based Seikodo Corporation.

Other CopCorp properties being presented at BLCEE include Crusade is a young men’s fashion-forward lifestyle brand. CopCorp is positioning to be for young men what Pink Cookie is for the female market.
(not so) Scary Monsters is a children’s property featuring creatures such as Bouncy Monster, Cheeky Monster, Noisy Monster, Girlie Monster, Jolly Monster and more.
Zoodorable is a new character brand from American pop artist/illustrator Han L. Lee, creator of the Bobby Jack brand.

European Licensing Company – Stand A17

The European Licensing Company (ELC) will be presenting an wide portfolio of properties at this year’s BLCEE show.

As a leading licensing agency in the region, ELC covers more than 27 countries and 400 million consumers and represents major licensors such as Warner Bros. Consumer Products, Cartoon Network, Manchester United, Barcelona, Juventus, AC Milan, WWE, NBA, Moomins, Alpha Group and Mondo TV.

Brands in ELC’s portfolio include Harry Potter, Ben 10, Bakugan, Looney Tunes, Batman, Tom and Jerry and WWE, as well as some of the biggest sports clubs.

Hakan Durdag, CEO at ELC, comments: “We are every much looking forward to attending Brand Licensing CEE. 

“We work with partners across the whole of CEE and Russia and will be looking to link up with both potential and existing clients during the course of the show.”

FremantleMedia Enterprises – Stand A8

FremantleMedia Enterprises (FME) is a leading licensor of its own and third party brands. FME returns to the BLCEE show floor in 2011 with new opportunities for major brands.

FME has the licensing rights to a range of entertainment brands including The X Factor. The Idols brand has launched the successful music careers of over 50 solo artists worldwide and created consumer merchandise and sponsorship programmes across almost every product category. 

Local versions of the variety talent format Got Talent have aired in 42 countries around the world and consistently rank as the number one show in many countries.

From the children and family entertainment division, launched in 2009, the firm is bringing two properties to BLCEE. Monsuno is a boys’ adventure where the kids are imbued with the power to command and battle creatures. Targeted at boys aged six to 11, FME is the master licensing agent for the brand worldwide (outside Asia). 

My Babysitter’s A Vampire is a family-friendly teen adventure-comedy that takes a bite out of pop culture phenomena like Twilight and horror movies in general. FME has global rights (excluding Canada) for home entertainment and brand licensing and is looking for partners across other brand extension platforms.
FME will also be bringing three leading European teen and tween brands to the show.

Dance Academy is filled with music, dance and emotion; Elephant Princess features kids, special powers, and magic for a blend of humour, drama, fantasy and realism and H20: Just Add Water follows the story of three teenage girls who stumble upon an ancient cavern and undergo a transformation that will change their lives forever.

And finally the firm will bring two non-TV brands to the show. Rebecca Bonbon is the Japanese character created by the original Hello Kitty designer Yuko Shimizu with 25 licensees throughout Europe, an exclusive retail deal with Sears and Kmart in the US and Canada and over 50 licensees in Japan. 

Bang on the Door is the multi-character brand aimed at both boys and girls with a portfolio of over 750 characters and a great heritage in the gift, greeting, apparel and stationery markets.

Guide to The Licensing World – Stand A15

The Guide to the Licensing World is a comprehensive international directory that guides readers through the world of licensed product merchandising. Need to know who owns a licence? Who to contact to distribute a licensed product? This book has all the answers and covers the entire world. 

In its 19th year, this international directory references over 27,000 property listings (characters, films, personalities, brands, sports teams, trademarks, etc) with over 1,900 licensing agents in over 80 countries worldwide. It also lists over 1,400 licensees, as well as specialist service companies and trade-show calendars.

The licensing and merchandising industry moves billions of dollars of product every year and is one of the fastest growing segments of retailing. This annual guide helps readers catch up with all the latest changes and find the hottest properties.

The Guide is the only truly international reference book for the licensing industry to be available in both printed and online versions. The newly published 2011 Guide to the Licensing World will be available on the stand.

IBML – Stand G8

Celebrity and sports specialist IBML will be representing Dunlop, Kangol and LA Gear amongst its top properties.

Jast Company – Stand A9

Jast Company (est.1995) is a gift and toy manufacturer which provides the manufacturing of consumer products, including paper and plastic products with embedded electronics technology - for example, musical pens, musical gift bags, musical gift boxes, musical notebooks, musical greeting cards or musical mugs - electronic gifts and toys, IC modules and collectable stuffed toys.

Since 2003, Jast has invested heavily in research and design and has invented 12 products for patent applications. Currently, there are five patents that have been officially granted and the rest are pending patent office approval. These products have been launched into the market for mass production.

If visitors to the show are interested in applying characters and sounds to any of the products listed above, contact Jast at the event.

Kidz Entertainment – Stand A25

Kidz Entertainment/EEMC will be showcasing a diverse portfolio of properties at the forthcoming BLCEE show in Budapest.

The line-up will include TV properties such as The Simpsons and Family Guy, movie brands like Ice Age , Twilight, Ghostbusters, and Avatar and top kids/family properties such as Beyblade, Lego, Thomas & Friends, The Smurfs, Bratz, Power Rangers and ZhuZhu Pets.

Kidz CEO Morten Geschwendtner will be also be co-presenting a seminar entitled ‘How to Launch and Build an Entertainment Brand in Central and Eastern Europe’, which uses the example of Beyblade to describe the process and advises on how to deal with broadcasters, licensees and consumers alike.

“We are the leading integrated brand marketing agency in Eastern Europe so exhibiting at Brand Licensing CEE is incredibly important to us,” says Geschwendtner.

“We are looking forward to highlighting our wide range of properties and I am also excited about sharing my experiences with delegates during the seminar session.”

Maat Entertainment – Stand A21

Maat Entertainment is a licensing agency, representing companies around the world that own intellectual property rights. The company works for its clients in the fields of licensing, brand extensions, co-branding, publishing, distribution and newspaper promotions.

The publishing division at Maat also provides services in preparing, producing and delivering goods to clients. The firm can also help to create distributor partnerships for licensed products of brands it represents.

Maat’s mission is to become a recognised, identifiable licensing agency, with long-term partnerships with both licensors and licensees.

At BLCEE, the firm will exhibit its brands and products for the first time. On the stand you will be able to see UMKO, Funny Face, Pip the Cat, Secret Wings and Vipo Land. 

Maat will also exhibit some their branded products, including UMKO Exercise Books, Elastic Folders, Drawing Books, some apparel products, balls; The Funny Face back to school line of backpacks, pencil cases, elastic folders and books; Pip the Cat giftware and greeting cards; Secret Wings sets for designing and creating bracelets and necklaces, exercise books, pencil cases and more and Vipo Land books, DVDs, plush toys, socks, puzzles, etc.

Also on show on the Maat Entertainment stand will be the UMKO TV Show, Secret Wings animation trailer, Fanny Face animation shorts, the first and second season of Vipo Land animation and more.

Visitors to the stand will also be able to find information about promotional and loyalty products, concepts and ideas for newspapers, magazines, retailers and other similar companies. Here the firm will show products like the Large Culinary Collection from Urban Demšar, the World Atlas collection, two children’s fairytales collections and the Giants of Faith animation collection, among others.

Performance Brands – Stand G6

Performance Brands London is showcasing both new and existing licences at BLCEE 2011. With newly signed representation deals for Ford and Oxford University, the firm has a strong understanding of brand building and extension within the licensing and promotions industry. 

Brand manager, Rob Burstein, comments: “The show will be a great opportunity to introduce us to new contacts and potential licences. The potential within the CEE region has been simmering for a while as consumer spending power and confidence within the region has grown.”

The brands on show at BLCEE include:

The Hollywood Sign is more than just nine white letters spelling out a city’s name: it’s one of the worlds most iconic symbols and has become a universal metaphor for ambition, success and glamour. The sign was born in 1923, due to it’s historical significance and personality the sign was named an official historical monument in 1973.

Lonsdale is a British brand that has been intrinsically involved with boxing since the turn of the century. In the early days the company only produced boxing equipment, however, today the Lonsdale range is wider ranging including sports equipment to fashion, apparel to jewellery. Lead by retail success in the UK, Italy and Europe, Australia and Japan, Lonsdale has become a recognized brand.

The Spyker design team has worked closely with Performance Brands and their selected licensees within apparel, fashion accessories and luggage, pairing with the best in each category. The brand has a rich heritage and style oriented look which is easily recognisable.

After starting life on a Camden market stall eight years ago, PunkyFish set the offers a range of cool and contemporary designs aimed at girls aged 16 to 30. The brand now has numerous stores on the High Street and is also sold across over 300 other retail outlets across the UK and Ireland. A franchising programme has also created a strong presence in Europe and the Middle East.

Sergio Tacchini
The brand was started in the 1960s by the tennis star of the same name and has since enjoyed international success both in the tennis arena and in fashion and lifestyle. The sports range has a technical focus on tennis and sponsors World number three player, Novak Djokovic, who just won the Australian Open in their clothing.

In the past, celebrity endorsement on the tennis circuit has included John McEnroe, Jimmy Connors, Martina Navratilova, Pat Cash, and Pete Sampras. The brand now has good global awareness, with over 40 mono-branded stores in Italy, Monte Carlo, Greece, and Shanghai and distribution through sports and fashion stores across Europe, Asia and the US.

Plus Licens - Stand A24

Hasbro is exploring and expanding its portfolio with new theatrical and television adaptations of classic toy and game brands – including a new movie and TV series for Transformers, a new My Little Pony TV series and new designs for Littlest Pet Shop, the fastest growing girls brand in the toy industry.

MTV/Nickelodeon is expanding with new localised channels, branded blocks and websites in the CEE region and Russia. A growing number of free to air deals for Dora the Explorer, SpongeBob SquarePants and iCarly adds to the licensing programmes.

Future activities around Star Wars include new toy and game lines from licensees such as Hasbro and Lego, new seasons of the animated Clone Wars series, Blu-ray release of the complete saga and the theatrical launch of the films in 3D. In Russia, 2x2 will join its sister channel TV3 as Clone Wars television partner.

Already aired in markets like Hungary and Poland, Universal’s Emmy Award-winning animated Curious George TV series also launches on Minimax in March 2011.

Plus Licens also represents Paramount for the upcoming Tintin movies by Steven Spielberg and Peter Jackson.

MGM’s new Pink Panther was recently awarded as Best Animated Pre-school Series at the KidScreen summit. MGM and Prima Gold Jewellers have recently struck a deal for classic Pink Panther-branded retail stores in Moscow as well as duty-free airport shops.

The Peanuts Global Marketing Initiative for 2011 and 2012 is based on the ‘Happiness is a Warm Puppy’ and similar classic designs with retro and nostalgia value.

Gormiti television spreads throughout CEE with Polish Zig Zap as a recent broadcasting partner. Chipita will conduct a Gormiti promotional campaign across 14 CEE countries throughout 2011.

Further sales of three anime series - Naruto, Dragon Ball and One Piece - into Russia and Central and Eastern Europe have now been made by Plus Licens. The firm also once again works with Sailor Moon, which was also the first Japanese property in Plus Licens' portfolio in the mid-1990s.

Other new agencies and properties in Plus Licens portfolio include Cheburashka, Pac-Man and The Jungle Book. Design properties like MoshiMoshiKawaii, Pippi Longstocking, Laban the Little Ghost and Little Pink & Brokiga.

Representatives from all Plus Licens offices will be present at the fair, including Sarah Todd, new Retail Business Development Manager for Central and Eastern Europe.

Sanrio (and Plus Licens) – Stand A24

In 2009, Hello Kitty celebrated its 35th anniversary and throughout 2010-11, licensor Sanrio is celebrating its 50th anniversary under the motto ‘Small gifts, big smile’.

One of the world's most renowned design icons, Hello Kitty remains a focus of attention not only through a licensing programme but also thanks to past and new collaborations with international design brands.

In Central and Eastern Europe, Hello Kitty is growing strongly and Plus Licens' offices have built up powerful projects and programs with local partners. Egmont has created a large Hello Kitty publishing program available in the Nordic countries and Central and Eastern Europe, including magazines and school diaries. While the current main consumer group for the company is girls up to ten, new product lines are now being developed to tie in with the tween demographic and negotiations are ongoing for new product lines targeting the teen and adult demographics.

Sanrio holds a leading position in the kawaii industry, with more than 500 design characters in its portfolio. In addition to Hello Kitty, the company can present powerful design brands including:

Charmmy Kitty, a white female Persian and Hello Kitty's pet cat.

Little Twin Stars, created by company founder Shintaro Tsuji and first launched in 1975. Born on the Star of Compassion, the Little Twin Stars aim to spread happiness to everyone they meet. 

My Melody, introduced in 1975 and the first major bunny character from Sanrio. My Melody has also been developed into a TV series and video game.

A spin-off from the My Melody universe is Kuromi, which has quickly risen to become a popular character among teens and students. Created in 2005 at Sanrio studios, Kuromi quickly made a name for itself as the friendly rival to the sweet and gentle My Melody rabbit character.

Jewelpet was created in 2008 as a joint-venture between Sanrio and Sega Toys. There are 37 characters in the franchise and each pet is named after famous birthstones, minerals and jewels. Jewelpet has also spun off a television series and a plush toy line.


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