This article was written by Ian Downes, Director at Start Licensing Limited, for The Bugg Report.
It has been trade fair and awards season in the United Kingdom (UK) over recent weeks (September, 2022). Events have included Brand Licensing Europe (BLE), The Licensing Awards and trade shows such as the Autumn Gift Fair. These have all been held against a backdrop of a change in Prime Minister, the passing of Queen Elizabeth II and the Lockdown legacy. All of these events have combined to make business more challenging but overall there seems to an air of optimism in the licensing industry in the UK. The consensus seems to be that things are challenging but licensing offers businesses and retailers an opportunity to be visible and competitive whilst engaging consumers. This is a message that Licensing PLC (Public Limited Company) needs to reinforce at the moment. Licensing can make a real impact for brands, retailers and manufacturers. We are in an added value business.
The team behind Brand Licensing Europe should be congratulated for delivering a show that was well attended and expertly curated. The show reflected the variety and breadth of the European licensing market well with brands from all key sectors exhibiting including entertainment, sports, heritage, design and corporate brands. It reinforced the point that licensing is no longer just about character licensing. Licensing opportunities are emerging from a range of sectors these days. That said there seemed to be a renewed enthusiasm for classic and evergreen brands. Licensees seem to like brands that have a well crafted timeline with forward plans. One phrase I heard more than once was that licensees and retailers are seeking brands that are ‘always on’ meaning brands that have multi platform activity and are accessible to consumers in multiple ways.
I know from my work with Aardman and Asterix that brand owners are more tuned into plans and developments that incorporate activities such as digital marketing, live events and experiential opportunities rather than just rely on one media platform.
Hopefully the enthusiasm and energy exhibited at BLE will carry the industry through the challenging months ahead. Judging by the efforts made by rights owners and agents at BLE, there is no lack of investment in the future.
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This article originally appeared in The Bugg Report Magazine Edition 42
