BLE Unveils New Floor Plan and Explains its
Importance for Visitors and for Growth

London, March 2013 (Virtual Press Office) -- Brand Licensing Europe 2013, the Advanstar organised exhibition, has unveiled a new floor plan, the first in its 15 year history. This year the show floor will be merchandised into three distinct areas reflecting three of the most important vertical categories in the licensing industry – Brands; Art, Design & Image, and Character & Entertainment. This is the right time to make these innovative changes, in response to the show’s growth and in order to broaden both the scope of brands exhibiting and the number and diversity of attendees.

Dedicated areas, in the newly renovated West Hall and on the gallery level, have been created for Brands and Art, Design & Image, whilst Character & Entertainment will remain on the ground floor.

Each of the three new areas will have their own distinct feel and treatment, allowing visitors to navigate around the show more easily.These distinctions will be achieved with simple but effective branding techniques, as well as the addition of two new staircases that will take visitors from the centre of the ground floor directly up to the West Hall and the Gallery. The personality and feel of each area will also be emphasized by what exhibitors themselves do. Most importantly of all, BLE will run tailored marketing programmes for each of the three new areas to reach out to a wider and more diverse audience.

This year will see the introduction of fresh and exciting features, creating focal points for the new areas. These include The Brands Bar and Meeting Place, The Brand Experience Theatre, a new and improved Art & Design Café and brand installations showcasing licensed products.

Darren Brechin, BLE’s Event Director said: “Long term partners of Brand Licensing know that the BLE team thinks long and hard before making changes to this event. Last year nearly ten thousand people walked through the doors and we feel this is absolutely the right moment to separate the show into vertical areas to make it easier for visitors to find the companies they want to see. Importantly it also allows us to drill down into these sectors to attract new visitors and exhibitors. By diversifying what is already there we can continue to grow and to serve the industry by attracting even more properties and engaging new retailers, licensees and sales promotion professionals in the world of licensing.”

Christine Cool, Senior Brand Manager, Chupa Chups, said: “When Advanstar explained to us the strategy to create a special space for brands, we immediately felt this was a great opportunity. It allows us to make a clear brand statement in a visible environment together with other brands, setting us apart from the more kids oriented character properties. No doubt this will give the show a new dimension and sense of diversity. For Chupa Chups BLE is the perfect platform to connect with retailers and licensees from many countries and the new structure will no doubt contribute to the further growth of what is already the licensing event of the year in Europe. So we are excited at the prospect of giving our sweet touch to the brand area!”

Other than these important changes to the layout of the event, visitors and exhibitors can expect the same positive experience they have come to expect from BLE – a lively show floor offering effective opportunities to find new business prospects and new partners to work with. The Screening Suite, the Licensing Academy and the Retail Mentoring Program will also feature strongly again this year.

BLE 2012 was the most highly attended and biggest show to date, with a 23% increase in total visitors, 14% increase in retail attendance and a 17% increase in European attendance on the previous year, cementing its reputation as the top event for the European licensing industry. Over 70% of the 2013 floor plan is already sold.

Brand Licensing Europe 2013 takes place from 15 – 17 October 2013 at London’s Olympia. For more information please visit


For press information please contact Sam Phillips at or Tel: +44 (0)7714 236545

Notes to editors:

About Brand Licensing Europe:
Brand Licensing Europe 2013 ( takes place from 15-17 October 2013 at Olympia, London. It is the only pan-European event dedicated to licensing and brand extension. Now in its 15th successful year, Brand Licensing Europe 2012 hosted 284 exhibitors and 6,875 visitors from 73 countries.

About Advanstar Licensing Group: Advanstar Communications Inc. (, producer of Licensing Expo and Brand Licensing Europe, is a leading worldwide media company providing integrated marketing solutions for fashion, life sciences and power sports industries. Advanstar serves business professionals and consumers in these industries with its portfolio of 147 events, 68 publications and directories, 267 electronic products and web sites, as well as educational and direct marketing products and services. Market leading brands and a commitment to delivering innovation, quality products and services enable Advanstar to “connect our customers with theirs”. Advanstar has approximately 1,000 employees and currently operates from multiple offices in North America and Europe.
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