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Licensing Forum 2014

2nd of July in Barcelona: Licensing Forum, Tools and Knowledge to Grow

The Licensing Forum closed its 8th edition, held on July 2 at the Barcelona World Trade Center, with an increase in the number of visitors - 177 professionals (+18%) from 102 companies (+15%) attended the proposals of the thirteen exhibitors who brought to the event both new brands and new developments to existing licensing programs.

The Forum decided on a new simplified format, in which a wider exhibition area and two conferences were organized. This renewal was received positively by participants, as it increased the ability to interact with other attendees and exchange knowledge, ideas and cooperation possibilities, and as well by exhibitors, as they could focus on the needs of licensees and retailers attending their booths. The atmosphere was both dynamic and optimistic, as well as very professional, as the show was attended by decision-making professionals from important companies of the industry.

Furthermore, Licencias Actualidad, organizer of the event, provided attendees with new tools to plan the visit: a dossier with information about the exhibitors’ porfolio, and a list with the name, company and email of attendees, to better plan the day.

The thirteen exhibitors offered licensing opportunities in all areas and for all target audiences: entertainment, toys, art and design, TV shows, classic brands, and digital properties, among others, plus the possibility to work in worldwide markets and not only in Spain and Portugal.

The thirteen exhibitors included names and brands like:

- Arait Multimedia, that counts in its portfolio with Inazuma Eleven Go!

- Biplano Licensing, in charge of Hello Kitty, Betty Boop and Chupa Chups, among other brands.

- Consumer Product Connection, recently created agency with Pou, Lucky Fred, and Kumis among its properties.

- CPLG, responsible of the licensing programs for the Minions, The Simpson, and Skylanders.

- El Ocho Licencias y Promociones, firm in charge of the licensing actions of Peppa Pig, Ben and Holly's Little Kingdom, and Masterchef.

- Hasbro, American toy company with brands such as Transformers, My Little Pony and Furby.

- Hong Kong Licensing Show - HKTDC.

- Ediciones Just, publisher of Licencias Actualidad and also official representative in Spain and Portugal of the Licensing Industry Merchandisers' Association (LIMA).

- Luk Internacional, firm developing the licensing programs of Doraemon and Once Upon a Zombie.

- Mattel Brands, toy maker, licensor of brands such as Monster High, Barbie, and Max Steel.

- Planeta Junior, firm in charge of the licensing for Dreamworks Animation, Maya the Bee, and Mia and Me.

- Promarca, Mexican licensing association, organizer of Expo Licencias y Marcas (México, 21 and 22 October).

- Selecta Visión, that heads the licensing actions of Dinosaur Train and La CQ.

The Licensing Forum also organized two conferences: the first focused on marketing addressed at children. Víctor Gutiérrez de Tena, Head of Strategic Planning and Innovation at Havas Media, outlined how the relationship of youngsters with brands has changed, as well as what strategies must be carried out. He made special emphasis on the need to personalize communication actions and how we have to forget to about devices and think about behaviours.

NPD was in charge of the second conference, giving data, analysis and perspectives on the licensed toy market, both in Spain and in Europe. Fernando Pérez, Director of NPD in Spain, explained that licensed toys sales until May show a better performance than the overall market, with a growth of 2.5% compared to an industry without significant changes in revenue.

In short, the day offered the opportunity to come into contact with other professionals, brands, ideas and data, providing a comprehensive overview of an industry at least as dynamic as its consumers. It was therefore an opportunity to grow and learn.

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