BRANDING AND LICENSING: London hosts license show - The September launch of Brand and License ’99 in London will provide a wealth of knowledge for marketers

Even if you haven’t yet seen Star Wars: Episode 1 - The Phantom Menace, you’ve probably already encountered Jar-Jar Binks, Darth Maul or Queen Amidala in your local Woolworths, Sainsbury’s, Argos, KFC or Pizza Hut.

Even if you haven’t yet seen Star Wars: Episode 1 - The Phantom

Menace, you’ve probably already encountered Jar-Jar Binks, Darth Maul or

Queen Amidala in your local Woolworths, Sainsbury’s, Argos, KFC or Pizza


Retail sales of Star Wars: Episode 1 merchandise from the US chain

Wal-Mart alone are estimated to have rocketed to pounds 333m. Our own

Teletubbies were worth a cool pounds 24.7m to BBC Worldwide last year,

thanks to a series of international licensing, video and publishing

deals. Welcome to the lucrative world of licensing.

According to Licence! magazine, the total global value of licensing in

retail sales is pounds 88bn. In the UK, the licensing industry is worth

around pounds 5bn - 16% up on 1995’s figures. Yet there are few big

local events where the owners of brands and characters can meet the

people who exploit the associated rights. Most have to trek to the US

every June for the mammoth New York Licensing Show.

This year sees the launch of the first Brand and License London ’99

exhibition, a two-day event running from September 21-22 at London’s

Landmark Hotel.

Leysa Kay, event director at organising company Single Market Events,

says the boom in licensing throughout Europe, particularly in brand

extensions, reinforced the need for a UK industry event.

’Our research has shown licensors, licensees and retailers desperately

need a high-profile, business-led event which brings together all

sectors of the industry. The show looks at ways to extend and strengthen

your brands, and merchandising is a powerful way to do that,’ she


Big name licensors such as BBC Worldwide (Teletubbies, Wallace and

Gromit), Link Licensing (Barbie, Natural History Museum), Britt Allcroft

(Thomas the Tank Engine, Captain Pugwash) and Leisure Concepts (James

Bond 007, Nintendo) are among the 50 exhibitors hoping to form alliances

at the event. Others will showcase new properties.

Single Market Events is attracting buyers from three key market sectors:

retailers, in the form of product buyers and character co-ordinators,

and licensees who actually manufacture the licensed products within

specific market sectors including toys, gifts, fashion, food and


The third sector is advertising and sales promotion agencies, including

marketing consultants and mail order companies hoping to use the selling

power of a famous brand or character.

Other high-profile exhibitors include London Transport and Carlton


’We tended to go to the Birmingham Toy Fair but it is not focused on the

brand like this is,’ says Rachel Glaister, marketing and press manager

for Carlton International. ’This event is more useful to us because

we’ll get to meet licensees and retailers. Marketing people will also

find it interesting. There is the chance to do any form of

cross-promotion with our brands, from making duvet covers or soft toys

to using them in ads.’

Carlton International will showcase the Mopatops, from the pre-school TV

show Mopatop’s Shop, but the most familiar faces on its stall will

belong to the Thunderbirds.

The company has just secured the rights to Gerry Anderson’s catalogue as

part of its recent acquisition of the Independent Television

Corporation’s film and TV library.

London Transport Museum will also unveil a host of planned new brand

extensions. They include a range of children’s characters, London

Transport tea houses, London Underground coffee houses and an ’urban’

fashion label.

Single Market Events has also lined up a ’Talk Shop’ programme of nine

workshops, tackling everything from how to use a celebrity chef for

endorsements to the effect of new TV channels on the licensing


A good introduction to the licensing industry is The A-Z of Licensing, a

workshop led by Claire Derry, managing director of Link Licensing. Derry

will team up a licensee and retailer to guide newcomers through the

licensing process from selecting the right partner to avoiding legal

pitfalls. Link’s stand will showcase new Barbie fashions, its range of

Lord’s cricket gifts and Teddybears, the ITV children’s series with

merchandising links to Harper Collins (books), VCI (videos) and Tex UK


’It’s a good opportunity to showcase our major brands and new properties

to retailers, but I’m also hoping to see more people on the periphery of

licensing, such as brand managers of blue-chip companies, who have

looked at licensing but are not sure where to start,’ says Derry. ’Maybe

they’ll see the relevance of a brand or character to their product.’

Andrew Maconie, managing director of Licensing Management, tackles

sports brand extensions. His company represents The Davis Cup and FIM

Superbike World Championships.

Maconie’s workshop will examine how retailers and licensees can benefit

from event-led tie-ins, legal and practical considerations for team

sports licensing and ways to exploit the booming interactive sports

computer games market.

Mike Hewitt, publisher of Marketing (the event’s official media

sponsor), will chair a workshop on choosing the right promotional

partner. Speakers from Ogilvy & Mather, Eidos and 3D Licensing will

discuss how to maximise a brand’s promotion, using Lara Croft and

Lucozade and the McDonald’s My Little Pony/Action Man campaigns.


- pounds 88bn: The total worldwide value of licensing.

- pounds 4.06bn: The sum licensed products made at retail in the UK last

year, compared with pounds 3.49bn in 1995 (a 16% increase).

- pounds 24.7m: What Teletubbies was worth to BBC Worldwide last year,

in licensing, publishing and video terms.

- pounds 500m: What BBC Worldwide is worth at retail, based on 25 TV-led


- 10%: The amount Angel Delight’s share of the UK instant dessert market

rose after a Wallace and Gromit promotion.

- 70%: The increase in sales of Mr Potato Head products at Woolworths

during Burger King’s advertised promotion which featured the


- pounds 3bn: Worldwide licensing revenue, in retail value, from the

original Star Wars trilogy.



Brand and License London ’99


Landmark Hotel, London

Number of visitors


Number of exhibitors


Exhibitor profile

Licensing and licensing agents

Key exhibitors

BBC Worldwide, Carlton International, The Britt Allcroft Company, London

Transport, The Copyrights Group, HIT Consumer Products

Workshop programme

Eight workshops delivered by licensing industry figures and brand


Opening date and times

September 21-22 1999

Tuesday 9.30am-6pm

Wednesday 9.30am-5pm

Additional information

To pre-register for complimentary tickets call Lisa de Savary at Single

Market Events (see below). Normal ticket price is pounds 50. Workshops

cost pounds 35 each on the day and pounds 25 if booked in advance.

Visitor hotline

Lisa de Savary on 0181 948 5522