“Licensees, agents and the brands are all now seeing what is possible” says md Richard Pink.
Licensees, agents and brands are now seeing what is possible in the brand licensing space, says Richard Pink, md of Pink Key Consulting.
However, Richard also points out that brand licensing is still “well below” where it could be in its development in the European licensing industry.
Pink Key Consulting is sponsoring Best Brand Licensed Homewares Product or Range at this year’s Brand & Lifestyle Licensing Awards.
Richard commented: “Brand licensing, as distinct from properties that are primarily entertainment-based, is still well below where it could be in its development within the licensing industry in Europe.
“The US has woken up to advantages of having brands that don’t have the peaks and troughs associated with entertainment, but still have the awareness and the flexibility to develop progressive and creative programmes.
“However licensees, agents and the brands themselves are all now seeing what is possible, not only from a financial perspective, but also an understanding that rather than ‘cheapening’ the brand, a well thought out and creative programme can actually enhance the brand perception and add to its value.
“I think this area is only going to grow.”
On his support of the B&LLAs, Richard said that the awards have a resonance with the work Pink Key Consulting carries out as an agency.
He added: “The B&LLAs is a place where brand programmes similar to the ones we run can be seen and assessed in the way they deserve. It’s what we do, and we feel it’s where we belong.”
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, TLP, Happy Jackson, Octane 5, Brandgenuity Europe, The Smiley Company, House Beautiful and Country Living Magazine, PowerStation Studios, Corsair, Autumn Fair, Select Licensing 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.
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