Overlapping with this year’s theme of food and beverage (F&B), housewares will be under the spotlight at Brand Licensing Europe (BLE October 9-11, London Olympia). The show is keen for exhibitors to get involved with the F&B theme with plans for keynote speakers and seminars, celebrity appearances, cook-offs, demos and on-stand sampling.
Highlighting the increasing significance of housewares for the licensing industry, BLE brand director Anna Knight states: “The housewares category was one of the big winners in this year’s Global Licensing Survey from LIMA (Licensing Industry Merchandisers’ Association). Global retail sales were up nearly 4% with a value of $4.4 billion accounting for 2% of all licensed product sales.” She adds: “In the UK, the market is worth $238 million. According to LIMA, this growth can be partly attributed to the strength of the global housing market.”
Looking forward to October’s show, Anna continues: “At BLE this year, we are embracing the housewares sector with our food and beverage theme, with many of our exhibitors showcasing F&B brands, three great sessions in our conference that track the F&B licensing journey through some great case studies from licensees and brand owners, and we’ll have the kitchen in the National Hall with some great brands and celebrity appearances.”
Highlighting the relevance of the show’s License This! competition final, Anna states: “We often have finalists whose brands have potential for the housewares sector. Stuart Cox was runner up in 2016 with I Like Birds and he has since signed a licensing deal with My Gifts Trade for all manner of things from mugs, jugs and teapots, through to kitchen textiles and onto bamboo trays and coasters and placemats.”
Top: Scene from last year’s BLE.
