It Came From BLE… All3Media International’s Jason Easy

Jason, it’s always great to catch up. Can you talk us through a product – or partnership – that originated from a chat at BLE?
One that immediately springs to mind is a conversation we had with City Days. They had a vision to create a city-based Race Across The World experience through the heart of London – solve clues, navigate the city, uncover hidden secrets, all against the clock… Without maps or public transport.

Fast forward 12 months, and Race Across The World: London has had an incredible first year. The momentum hasn’t stopped there. We’ve since launched a route in Manchester, with more stops in the pipeline, and the experience was also up for a Licensing Award. This partnership has been a fantastic brand fit, capturing the spirit of the TV show and placing fans right at the centre of the adventure.

What makes BLE an effective place to facilitate these sparks?
BLE brings together brand owners, licensors, licensees, agents and retailers all under one roof, with a shared focus on intellectual property. What makes it particularly powerful is the breadth of the industry represented: from established global brands to emerging IPs, and across all categories and markets. It’s a highly focused environment where meaningful conversations happen, plans get solidified and new opportunities are discovered – so it is incredibly valuable to us.

If you could wave a magic wand, which product or partnership would you hope is kickstarted at BLE this year?
We’ve pinpointed several strategic category partnerships that we’re looking to develop – both on the product side and at retail. The Traitors, for example, has a really strong foundation and BLE presents a great opportunity to elevate that brand even further. We’re also excited to showcase our broader portfolio, including introducing brand-new IPs like The Inheritance, a fresh reality competition format, to the market for the very first time.

Terrific. Thanks Jason. And worth mentioning that All3Media International is based at stand A192 at BLE. See you there.