Laura Freedman-Dagg, head of Retail at Global Licensing Group, explains what Brand Licensing Europe’s Location Based Experiences theme means for retailers ahead of this year’s show.

Your big theme for BLE 2023 is Location Based Experiences (LBE): what opportunities does this offer retailers in the real world?

Laura Freedman-Dagg

In the real world of retail, LBE can mean retailtainment or retail pop-ups, but it can also mean a retail element within location-based experiences, like theme parks and attractions, thanks to the presence of gift shops.

LBE is all about creating in-person moments in time. Moments make memories, and positive memories build a stronger brand connection which is more likely to result in a purchase. It’s the perfect antidote to online shopping, click and collect, and last-minute impulse buying: LBEs are about immersing the consumer in an experience that connects them with a brand in a way that’s only possible in real life.

And it’s about delivering something exclusive, something consumers can only enjoy offline. Think about all the branded in-store pop-ups Primark has done over the years, celebrating everything from Stranger Things and Friends to Harry Potter and Peaky Blinders, or branded pop-ups from niche retailers like Glossier or the Dior takeover at Harrods.

We’re hoping we can open retailers’ eyes to what is possible in-store through our LBE theme and also help them to understand how LBE can incorporate digital elements like NFT.

There’s lots more at BLE for retailers, isn’t there?

Yes, of course. No. 1 is the brands – brands are the biggest reason retailers attend BLE. We will have over 200 exhibitors at BLE this year, covering every category you can think of, from character and entertainment to heritage, sport, art & design, corporate and lifestyle, food & beverage, automotive and more.

This year’s agenda features sessions that are sector specific – eg: sports, toys, gaming, etc. – so there is something for everyone. We also have the Retail Lounge on the show floor, additional concierge support, which helps retailers book meetings with brands and other attendees (they are the only group who can do that), Orientation Sessions and Show Tours.

Which brands – specifically on the character and entertainment side – are at BLE that retailers should be interested in?

There are so many to choose from all, with amazing, licensable IP. We have the likes of Hasbro with huge brands like Monopoly; BBC Studios; Pokémon; Mattel with Barbie and Hot Wheels and so many more. I always recommend retailers check out the Brand Directory online for more inspiration, or to find the owners and agents of certain brands.

How is retailer registration shaping up – and who’s new this year?

It’s going really well. We’re tracking well ahead of last year for retail registrations, which performed in line with 2019, so I am confident we will have more retailers this year. With our strict qualification process in place, visitors exhibitors can be sure all will be high quality.

New retailers this year include several sportswear retailers, such as Sporeo (France), Target Sport (UK), COPA (Netherlands), eyewear retailers MacV and Retropeepers, plus Paultons Park and Blackpool Pleasure Beach, which I’m sure is thanks to our LBE theme. They’re joining returning retailers including Deichmann, Next, H&M, John Lewis, Celio, Primark, Aldi, Tesco, Fat Face, Lidl, Ackermans, George at Asda, Liberty London, Amazon, PepCo, Asos, Jules, Selfridges and many more.

It’s great to see the breadth and diversity of the retail names signing up for the show, in terms of category representation, seniority and job function. BLE offers retailers the brand meetings they’d expect, but also provides plenty of creative inspiration and strategic insight, giving value for cross functional teams. It’s fantastic to see designers and marketers, in particular, register to join their buying counterparts.

What are your top three tips for retailers attending BLE?

Planning is definitely No.1. At least some pre-booked meetings are essential for a productive time at the show. No. 2: always leave some empty time in your diary to look around the show floor and introduce yourself to people. And No. 3, bring the team. It makes a real difference if you send different people to check out different things – that way, not only can you divide and conquer but it also makes it much easier to sell in the next step to your senior management team when you get back to the office. We always hear how much inspiration comes from the colourful show floor and the thousands of licensed products on display, so being able to discuss new ideas with colleagues is a huge win. Plus, it’s free to attend.

Readers who have not already registered to attend BLE can do so here.