Free masterclasses for retailers to get to grips with brand licensing

By Gill Hyslop contact

- Last updated on GMT

Brand licensing gives owners, marketers and retailers the opportunity to shout their message to new markets and in new categories. Pic: GettyImages/Slphotography
Brand licensing gives owners, marketers and retailers the opportunity to shout their message to new markets and in new categories. Pic: GettyImages/Slphotography

Related tags: Brand Licensing Europe, Licensing International, Retailers, academy

Brand Licensing Europe (BLE) and Licensing International has launched the Brand Licensing Retailers’ Academy (BLRA), a series of six masterclasses specifically designed for retail professionals.

The year-round programme introduces a plethora of leading licensing executives who will share their expertise, including how licensing drives enhanced customer engagement, key consumer insights behind licensed product purchase intent, and exclusive access to the data behind emerging trends.

According to the Steven Ekstract, brand director of global licensing group UBM, brand industry is a smart strategy for producers in the F&B space “to distinguish your product from every other product out there.”

It is not only a “no brainer” for major food producers like Kellogg’s, Hostess Brands,Perfetti van Melle​ and Finsbury Food Group,​ but also an chance for smaller bakery and snack producers “to expand their footprint into other sectors within the F&B space, as well as completely new arenas,”​ Amanda Cioletti, content director of License Global, told BakeryandSnacks.

The BLRA series kicks off with an in-person half-day event in central London on 12 May.

Retail opportunities in brand licensing

“We are excited to launch this complimentary masterclass series developed specifically for senior retail professionals. Licensing International is rooted in retail and merchandising, and these classes are a natural extension,”​ said Maura Regan, president of Licensing International.

This joint programme with Licensing International builds on our commitment to engage with retailers year-round and support them as they continue to develop their licensing expertise, ​added Anna Knight, SVP of Licensing, Informa Markets, which hosts BLE, the only pan-European event dedicated to licensing and brand extension, bringing together retailers, licensees and manufacturers for deal-making, networking and trend spotting.

This year’s BLE is scheduled to take place at ExCeL, London, UK, from 20-22 September.

“BLRA is the perfect complement to our Retail Mentoring Programme, and we’re excited to further enhance our roster of opportunities for retailers to engage with the world of brand licensing,” ​added Knight.

The BLRA programme is exclusively designed for retailers, but space is limited and reservations essential.

Attendees automatically gain membership to Licensing International, the leading trade organisation for the $290bn global brand licensing industry. The organisation was founded in 1985 with a mission to raise the level of professionalism in the sector and create greater awareness of the benefits, and today has members in over 40 countries.

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