This ad will be closed automatically in X seconds.

Why we’re backing the B&LLAs 2017: Smiley World

You need to be creative, innovative and push boundaries in licensing says ceo Nicolas Loufrani.

The industry is no longer about being just a “nuts and bolts licensing model”, the ceo of The Smiley Company, Nicolas Loufrani has claimed.

Speaking about Smiley’s involvement with the Brand & Lifestyle Licensing Awards, Nicolas commented: “You need to be creative, innovative and push the boundaries and the B&LLAs is driving wider recognition of this and the excellence in this field.”

Smiley is sponsoring the Best Supermarket Brand Licensed Retailer Execution at this year’s B&LLAs.

Nicolas also identified two different trends within the space – the consolidation of brand and manufacturing, plus direct to retail deals.

“Major retail chains are looking for brands to give a better perceived value to their private labels, can command higher prices and generate more margin, as well as drive traffic to their stores with brands or celebrities that are appealing to different consumer groups,” he said.

“Brand DTR partners are hard to find in Europe, where most chains look for communication to drive traffic and go for short-term opportunities with entertainment IP.”

Nicolas said that Smiley is supporting the B&LLAs because it is “a pure lifestyle driven licensing brand and we fully support the way that the B&LLAs is recognising brands such as ourselves in the licensing space”.

The Brand & Lifestyle Licensing Awards takes place at The Dorchester, Park Lane on Thursday, April 27.

Other partners on board include headline sponsor Brand Licensing Europe, LIMA, TLC, CPLG, Beanstalk, Start Licensing, Golden Goose, Pink Key Consulting, TLP, Happy Jackson, Octane 5, Brandgenuity Europe, Select Licensing, House Beautiful & Country Living Magazine, Autumn Fair and Monty Bojangles.

You can check out full details by visiting the dedicated website by clicking here.

For ticket enquiries, please contact Clare Davies of Createvents on clare@createvents.co.uk or call 01183 340085.

You can also click here to download a booking form.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
B&LLAs24finalists500x500
 
The finalists in the Product, Property, Retail and Rising Star categories for the Brand & Lifestyle Licensing Awards 2024 have officially been revealed....
MiffyGaleries500x500
 
Two shop-in-shop activations have opened their doors in Galeries Lafayette Paris Haussmann for the classic brand....
TombRaider500x500
 
Video games developer, Crystal Dynamics, has signed the video game and geek culture specialist agency to represent Tomb Raider products for merchandise licensing....
HarlemGlobetrotters500x500
 
The Harlem Globetrotters - famous for fusing sport and entertainment - have signed with IMG to further develop the brand in anticipation of its 100th anniversary milestone in 2026....
RitaOra500x500
 
Primark is continuing its ongoing fashion collaboration with Rita Ora with a new spring collection combining a fresh floral colour palette with new designs....
F1Topps500x500
 
Formula 1 has confirmed a multi-year renewal of its partnership with Topps, which will see the Fanatics-owned company continue as the official licensee of Formula 1 trading card and sticker collections....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.