Location Location Location. Brand Licensing Europe has unveiled more detail about this year’s show and it all ties in with the key theme of Location Based Experiences (LBE). 

BLE is hosting a Location Based Experiences Trail at the show, which is taking place at ExCeL, east London from October 4-6, and it will offer up interactive and immersive features throughout the giant halls and show floor at the venue. 

These will include a Peppa Pig Afternoon Bus Tour in collaboration with Brigit’s Bakery, hosted on a classic 1960 Routemaster bus; a Terminator Skynet Bar based on the classic Schwarzenegger films; a Tiger Shark Hot Wheels Monster Truck that will precede the Hot Wheels Monster Trucks Live Glow Party taking place next year with Mattel’s involvement; the self-explanatory Peppa Pig’s Party Café; a retro video games experience in the Arcade; a colouring-in wall with a Natural History Museum theme and a VR Lab offering virtual reality games. 

“LBE is a huge and growing trend and one that has the potential to affect everyone in the most positive ways”

Event director Ella Haynes

Organisers promised more too in the form of a McLaren Car, a sports bar showing live sports, food trucks offering meals and snacks, a Relaxation Lounge, Loungebar and the Brands Untapped Footwear Showcase highlighting shoe collaborations. 

Event director Ella Haynes said: “LBE is a huge and growing trend and one that has the potential to affect everyone in the most positive ways. It’s also a category that embraces brands, designers, manufacturers and retailers – the entire brand licensing ecosphere. That’s why we wanted to create experiences at BLE that would let people enjoy LBE first hand and be inspired by the people who have experienced success.

“We have a trail of activations on the show floor, our keynote from Hasbro and The Path Entertainment Group, our trend sessions and masterclass, and much more. I know everyone’s BLE calendars are bursting with meetings, but I encourage you to carve out a little time to learn about the opportunities in LBE and how they can positively impact your business.” 

Talks and speakers include Hasbro and The Path Entertainment Group talking about Monopoly in a speaker session called Passing GO: Bringing the World’s Biggest Board Game to Life; Location Based Entertainment Trends; How to Master the Experience Economy.

The full agenda and more detail can be seen here https://www.brandlicensing.eu/en/plan-visit/agenda.html

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