It Came From BLE… with Start Licensing’s Ian Downes

Ian, always lovely to chat! To kick us off, can you talk us through a product – or partnership – that originated from a chat at BLE?
A couple of BLEs ago we met with Skinny Dip to discuss the potential of working with our client Aardman. This was a meeting we set up through the BLE matchmaking service. It was very much an ‘introductory’ meeting but BLE provided a great forum for a ‘kick off’ meeting. We met on Aardman’s stand which provided Skinny Dip with a very effective brand immersion session and a chance to see some of the other licensed products Aardman had developed – importantly including products from a range of territories, including Japan. Aardman’s brands are, dare I say, ‘big in Japan’.

The other benefit of meeting at BLE was that all key decision makers and deal ‘influencers’ on both sides were in attendance and able to contribute to this initial meeting. I think we all know how difficult it is to coordinate meetings these days – particularly IRL. BLE is a ‘compelling event’ for meetings and makes this task easier.

Two years down the track we are onto our fourth Aardman x Skinny Dip Collection. There have been some wonderful products created which have sold well and have been positively received by consumers. Indeed, as a demonstration of things going full circle, Skinny Dip’s products have featured on Aardman’s stand in subsequent years as ‘case study’ examples of design and product development.

What makes BLE an effective place to unearth or facilitate these sparks?
Essentially, it’s a ‘commercial forum’ and companies are there to ‘do business’. BLE helps create a sense of focus, purpose and momentum. Key decision makers are in attendance including brand managers, marketers and design personnel. This helps meetings and opportunities flow. I think some companies plan BLE into their new business schedules and use it as an opportunity to find new licenses. In that regard it is essential to be at the show.

One observation I would make is that different categories of companies probably use BLE in different ways. For long-term experienced licensees, it’s probably more of an opportunity to touch base and correct course. For companies who are less immersed in licensing or new to market, it’s an efficient way of surveying the market. I think we need to be aware of this category of company and keep time in our BLE diaries to engage with these companies in an effective way.

Finally, I think BLE should also be praised for their Retail Mentoring Programme. This has been a very effective stepping stone and entry point into licensing for several cohorts of retail buyers. I think this has had a positive effect on the market as a whole and helped raise the awareness of licensing among the retail buying community.

If you can wave a magic wand, what product or partnership do you hope is kickstarted at BLE this year?
We have started working with author, baker and influencer Jane Dunn and her brand Jane’s Patisserie. Her first book, Jane’s Patisserie, is the fastest selling baking book of all time and all four of her books published to date have been instant No.1 Sunday Times bestsellers. It would be great to either meet a retail partner who would like to develop a relationship with Jane across categories like ingredients, accessories and baking kits – or to talk to some FMCG companies who are in the ingredients space.

I can see Jane’s influence helping to sell specific ingredients. We are open to promotional partnerships and limited edition opportunities. Without being too greedy it would also be great to meet some of the players from the casual dining and café sector – I can see Jane creating and curating a very appealing limited edition treat for this marketplace.

Thanks again Ian. And we should say, you’re at stand A234 if anyone wants to connect. See you there!