Deep dive into the secrets of keeping a brand vital through brand licensing

By Gill Hyslop contact

- Last updated on GMT

Add another dimension to your brand standout through brand licensing. Pic: GettyImages/Galiyah Assan
Add another dimension to your brand standout through brand licensing. Pic: GettyImages/Galiyah Assan

Related tags: Perfetti van melle, brand licensing, General mills, Kellogg's, Hostess brands, Finsbury food group, Festival of Licensing

Perfetti Van Melle is taking centre stage at the upcoming Festival of Licensing to reveal the secret behind Chupa Chups’ licensing success and the importance of design as a tool for reinforcing brand relevance and uniqueness.

The confectionery giant is being joined by other big names on the Live Stage – sponsored by Crunchyroll, the world’s most popular anime brand – including Diego,​ Hasbro, American Red Cross, Alibaba and lifestyle brand Sanrio (best known for pop icons like Hello Kitty), among others.

Almost 50 live keynotes, presentations and on-demand sessions will be staged during the month-long virtual celebration of the global licensing industry (running 5-29 October 2020), incorporating regional events for Europe, Asia and the Americas, and culminating with the Licensing Leadership Summit.

In recent times, companies like General Mills,Kellogg’s,Hostess Brands​ and Finsbury Food Group​ have all taken advantage of diversifying their brands into other F&B sectors – along with completely new avenues – through the power of licensing.

To learn how to navigate the game, industry trade association Licensing International is curating a series of sessions to view on-demand, including:

•             ‘What you Need to Know to do Business in …’, which covers info on market size, local licensing, retail trends and business practices in France, Russia, Germany, China, Japan, India, Brazil and Mexico.

•             The ‘Basics of Licensing’ is Licensing 101, available in French, Russian, German, Chinese, Japanese, Spanish, Portuguese and English.

Other events include:

  • Perfetti Van Melle will be joined by creative agency Tela Italia and WildBrain CPLG Lifestyle to reveal ‘The Secret to Keeping Art Stories Sweet’ on Tuesday, 6 October at 3pm BST.
  • Executives from Jazwares, Extreme Concepts, IHL Apparel Group, Best Accessory Group and The Brand Liaison take a broad look at the licensing landscape and the unique challenges thrown up by COVID-19.
  • Anime: The Inescapable Hit of Licensing will show how anime licenses are audience-driving brands that offer sustainability in a crowded market.
  • The American Red Cross and The Seltzer Licensing Group investigate charity brand licensing and the importance of brand purpose to consumers with a deep dive case study.
  • Sesame Workshop has quickly mobilised to respond to the pandemic, racial injustice and current events to support the needs of young children and their families, adjusting continually as 2020 evolves. Executives discuss how the non-profit is pivoting its approach to provide Sesame Street resources during these challenging times.
  • ViacomCBS Consumer Products is hosting the Festival of Licensing Community & Wellbeing Programme, including taking a trip to Bikini Bottom for a SpongeBob-themed yoga class; an MTV-themed workout with fitness influencer Sydney Cummings; and a kid-friendly dance, yoga and stretch-along with friends of Nick J.
  • Hasbro is giving attendees in each region the chance to show their competitive spirit in a genial Tunes & Trivial Pursuit.

“We are so excited to have such incredible brands, campaigns, products and individuals on the Festival of Licensing content programme,”​ said Anna Knight, VP, Licensing, Informa Markets, organisers of the event.

“The depth and breadth of topics being covered in-region and being made available globally is just phenomenal.”

Festival of Licensing​ – running 6-29 October 2020 online – is free to attend, but participants must register.

Registration is also need for the two day Licensing Leadership virtual conference​ (28-29 October 2020).

Related topics: Industry Voices, Diversification

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