Brand Licensing Europe is launching three product showcase areas for 2009 designed to highlight to retailers, licensees and sales promotion agents how today’s licensing opportunities can translate into tomorrow’s merchandising programmes.

The Toy Store, Salon and House & Home showcases will display licensed products in the visitor areas for the very first time at Brand Licensing Europe – which runs from 30 September to 1 October 2009 at London’s Olympia. Each area will give retailers, licensees and sales promotion agents an insight into the millions of innovative licensed products that hit the market each year and a taster of the new properties that are launching at Brand Licensing Europe in 2009. Each product will be clearly labelled to allow visitors to quickly identify the brand owner and stand number and lead them direct to exhibitors’ stands.

“The three new showcases are being introduced in response to feedback from our visitor research that shows people want to see more product at Brand Licensing Europe,” explained event director Jessica Blue. “There’s no question that Olympia is the only place where retailers and manufacturers can find the hottest properties and licensing opportunities throughout Europe, but research suggested that seeing more product would help retailers make the connection between the licensing concept and its product and marketing potential, and provide inspiration for manufacturers, especially when it may be years before some licensed goods make it in-store.”

All Brand Licensing Europe exhibitors are eligible to display products in the showcase areas, which will be positioned close to visitor seating areas within the hall, and sponsorship packages for the three areas are available.

Brand Licensing Europe is also introducing a Property Finder for 2009, after research revealed that visitors would like more help identifying the rights’ owners behind the properties at the show.

“While retailers and manufacturers are becoming more aware of the business opportunities the licensing industry offers, with over 2,000 properties on display, it’s impossible to know each one inside out,” added Jessica Blue. “Housewares buyers, for example, may be interested in Antony Worrall Thompson products, but don’t know to visit The Partnership stand. Or health and beauty manufacturers may want to discover new licensing opportunities, but be unsure which properties are appropriate for that category. The Property Finder will clearly identify the brand owners, stand numbers and licensing categories relating to each property at the show and will be placed in strategic positions throughout the hall to help visitors find their way to the right stands and see as many exhibitors, properties and products as possible.”