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BBC Worldwide at Brand Licensing Europe

  • BBC Worldwide at Brand Licensing Europe

    BBC Worldwide is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC). Its mission is to create, acquire and develop media content and brands around the world in order to maximise the value of the BBC's assets. Children's and Licensing is one business within BBC Worldwide.

    BBC Worldwide Children's and Licensing is the UK's second largest licensor and a major operator in the international licensing industry. The role of the business is to champion children's and adult brand franchises such as Doctor Who, In the Night Garden, Top Gear and Teletubbies to allow fans to interact with their favourite characters beyond the original TV shows.

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    Event Strategy

    Brand Licensing Europe, organised by Advanstar Communications UK, is the leading pan-European event dedicated to licensing and brand extension. The event, held annually attracts in excess of 4,000 high quality retailers, licensees, manufacturers, distributors and sales promotion agents from all over Europe.

    Richard Hollis, Head of UK Licensing at BBC Worldwide explains: "Brand Licensing Europe is a market that enables us to launch and promote our brands to licensees and retailers. We have exhibited at Brand Licensing Europe for the last 11 years, and this year we launched four new properties to the industry - more than ever before. Alongside introducing new content for licensees to chew over, we always use Brand Licensing to re-connect with partners to talk about new content and marketing and retail support we are putting behind existing brands."

    Hollis comments: "A substantial proportion of the licensing industry attends Brand Licensing Europe and the opportunity to speak face-to-face to all our buyers and manufacturing partners and prospective partners is invaluable."

    Prior to exhibiting at the show, the licensing team at BBC Worldwide undertake thorough preparation from developing a high impact stand and marketing materials, preparing presentations and lining up meetings with a honed list of key people."

    Hollis explains: "Brand Licensing is always a frenetic show and we spend a lot of time thinking about how to engage with all people we need to over the two days. The organisers are very supportive by offering a variety of tailored solutions from theatre-style auditorium spaces, through varied and flexible sponsorship packages. This year we had BBC-branded signage highlighting our stand-out shows and we distributed dirtgirlworld bags for all attendees. dirtgirlworld was one of the shows we launched this year and the bags facilitated great brand awareness at the show but beyond that when streams of people caught the tube with our characters as an accessory!"

    Results

    Hollis sums up: "Over the two days we undertook hundreds of meetings as a team, secured a number of important deals and generated a plethora of leads through the presentations, marketing and PR activity that we were able to undertake at the show."

    A word on success

    Jessica Blue, Event Director at Advanstar Global Licensing Group, said: "Every year thousands of licensees and retailers are on the lookout for the next character or image to front their products and connect with consumers. Brand Licensing Europe, as a key fixture in the licensing calendar, attracts licensees and retailers from over 58 countries and offers brands the platform to tap into this lucrative market. BBC Worldwide's perennial presence at the show is a great example of how brands use the show to expedite the sales process and make meaningful connections with their target market."

    BBC Worldwide at Brand Licensing Europe

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