The Toy Store will be one of three showcases displaying licensed products in the visitor areas for the first time at the show.
The new areas have been designed to give retailers, licensees and sales promotion agents an insight into the millions of licensed products hitting the market each year and a taster of the new properties that are launching in 2009.
Each product will be clearly labelled to allow visitors to quickly identify the brand owner and stand number and lead them direct to exhibitors’ stands.
Event director Jessica Blue explained: “The three new showcases are being introduced in response to feedback from our visitor research that shows people want to see more product at Brand Licensing Europe.”
“There’s no question that Olympia is the only place where retailers and manufacturers can find the hottest properties and licensing opportunities throughout Europe, but research suggested that seeing more product would help retailers make the connection between the licensing concept and its product and marketing potential, and provide inspiration for manufacturers, especially when it may be years before some licensed goods make it in-store.”
All exhibitors are eligible to display products in the showcase areas, which will be positioned close to visitor seating areas within the hall, and sponsorship packages for the three areas are available.
Brand Licensing Europe is also introducing a Property Finder for 2009, after research revealed that visitors would like more help identifying the rights’ owners behind the properties at the show.
“While retailers and manufacturers are becoming more aware of the business opportunities the licensing industry offers, with over 2,000 properties on display, it’s impossible to know each one inside out,” added Jessica Blue.
Brand Licensing Europe 2009 takes place from September 30th – October 1st 2009 at Olympia’s Grand Hall in London.