Industry wants three day Brand Licensing

Event needs an extra day if it's serious about attracting Euro visitors.
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Last month’s Brand Licensing Europe show has been given a thumbs up from the licensing business – but if it’s serious about attracting even more European delegates it needs to be three days say exhibitors and visitors.

Initial figures revealed a seven per cent increase in attendance at the event – which ran at Olympia on October 2nd and 3rd – with a 30 per cent increase in European visitors. A total of 189 exhibitors were on the show floor and a record 87 exhibitors had already rebooked for the 2008 event by the close of the show.

Many exhibitors told ToyNews’ stablemate Licensing.biz that the buzz seemed to have returned to the licensing industry and that it was the busiest Brand Licensing they had ever been to. However, the issue of that extra day kept raising its head.

“If they are serious about turning it into Brand Licensing Europe with more European delegates then there needs to be an extra day to make it worthwhile,” offered 4Kids’ Stephen Gould.

Val Fry, head of licensing at Chapman, agreed: “The show feels really rushed and so much more could be achieved if it was extended to three days.”

And Richard Hollis, head of UK licensing at BBC Worldwide, added: “We have to rush far too many meetings and often end up missing some visitors just because there isn’t time to fit them all in. I know Advanstar keep putting this to the vote and getting it rejected, but I can’t understand why any company who has created their sales materials and built a stand wouldn’t want an extra day to make the most of it.”

Helen Gardner, MD of Advanstar Communications, said she welcomes the industry’s feedback on the show. “Our latest survey asked both exhibitors and visitors whether they felt the show should be extended to three days, but the majority of those who responded wanted it to stay as a two day event. We are in regular consultation with our customers and will carry on reviewing this issue to ensure that we continue to deliver what the licensing community wants from its industry event.”

Brand Licensing Europe 2008 has been set for October 1st and 2nd at Olympia’s Grand Hall in London.

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