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Scheving is the founder of the global children’s TV phenomenon LazyTown, in which he plays athletic superhero Sportacus. The show uses humour and music combined with strong values to motivate children and inspire them to live a healthy lifestyle. Its international on-screen success has translated into a profitable category-wide licensing programme, including apparel, dress up, music, toys, gifts, greetings and a live stage show. The Licensing Academy, which is in its second year, is a free-to-attend high level conference offering eight sessions in addition to the keynote. The sessions (four on each day) are centred on two brand new tracks: Advanced and Trends. The Advanced sessions are aimed at delegates who are already armed with the licensing basics and will tackle licensing finances, negotiating contracts, market data, cross-territory licensing and food licensing. The Trend sessions promise to stimulate lively discussion and debate covering topics such as the future of TV and licensing, how younger children behave online and examining ecological and responsible business trends in the context of licensing. “Last year’s Licensing Academy launch was a big hit with visitors with standing room only in many of the sessions,” explained programme director Sam Phillips. “This year, we have upped the anti even further refining the programme to ensure the sessions appeal specifically to retailers and licensees. The majority of this year’s presentations will also feature a pan-European flavour to reflect the ever increasing European nature of the exhibition.” Designed to educate, inform, inspire and encourage interaction, the Licensing Academy will feature the following sessions. More information can be found online at www.brandlicensingeurope.com where visitors can also register to attend Brand Licensing Europe. ADVANCED SEMINARS
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