Licensing Expo 2009

The annual Licensing Show has just concluded in Las Vegas (see clip above).

The show moved this year from NYC, and it looks as though a significant number of exhibitors and attendees failed to make the move West. Broad Street Licensing Group president Carole Francesca attended the Show on behalf of client Burger King, and she found it much smaller than in previous years. Some of that undoubtedly was due to the current recession, with companies cutting back on expenses. And since it's no longer a cab ride for a reporter and a film crew to visit the show, exposure from the national media was off.

The Show in some ways is returning to its roots as primarily an exposition for the movies and characters. Yet licensing remains a valuable tool for brand building in the food sector. Simply put, it's cheaper to "rent" an established brand than start one from scratch. Shelves are crammed already, and retailers either want "slotting fees" to carry products or steep discounts and incentives. So don't be surprised to see more brands being licensed to the grocery channel.

Excerpted from BSLG's weekly subscription news reader service Food Business News. To subscribe or for information about licensing, contact Broad Street Licensing Group (tel. 973-655-0598)