VEGAS 2010: The day before the show
As the final preparations take place for Sin City’s second Licensing Expo, LTW takes a look at what’s going on in the coffee bars and down by the pool in those all-important pre-show meetings and briefings.
That’s right, the show hasn’t even started yet and we’re already hard at work. It might not look like work, two or three people chatting over a flat white and a bagel (or a beer and nachos, depending on the time of day and the people involved), but unless you really get your kicks from discussing the latest EMEA distribution then it most certainly is. And if you’re anything like LTW, you’ll have grown tired of correcting those people who insist on telling you to ‘enjoy your holiday’ approximately three weeks ago. Let’s face it, dashing from one side of the Mandalay maze to the other and trying to catch up with people in half-hourly time slots while surrounded by the constant beeping and whirring of the slot machines can’t ever really be mistaken for being a holiday in any sense of the word. (Although to be fair, LTW did spend yesterday driving around the Nevada desert in a convertible Mustang. Just don’t let on to anyone back home, ok?)
LTW kicked off the official work part of its trip at a presentation given on Monday morning by Discovery Communications. A two-pronged brand licensing strategy was revealed by Nicolas Bonard, SVP of Discovery Enterprises International, as two exciting new adult male-focused brand extensions were introduced, as was an invigorated kids programme. The Discovery Expedition licensing programme is applying the core values of adventure and exploration to outdoor and lifestyle apparel, accessories and electronic equipment, while Discovery Adventures is a travel service allowing consumers to experience unforgettable travel experiences that will be – quite literally – as seen on TV. The international kids licensing programme focuses on Discovery Channel and Animal Planet, and combines the natural world with active play and learning. Both initiatives look really interesting, and LTW was extremely impressed with both how natural the brand extensions were and the quality of the product that was on display.
The rest of the day was taken up with lots of mini-meetings and catch-ups – and approximately 30 cups of coffee – prior to the ‘real’ show beginning tomorrow. Nelvana’s Beyblade summit took place towards the end of the afternoon, and the presentation concentrated on Metal Fusion, version 2.0 of the incredibly popular boys’ action brand. A whole host of executives from right across the world spoke to the packed room, which really helped to emphasise the true global appeal of this brand.
With a solid worldwide broadcast programme in place and well-developed consumer products and marketing strategies, Beyblade looks set to be one of the key boy brands for the six – 12 age group. The first wave of product (including Hasbro’s master toy line) is set to launch in autumn 2010 – which is, of course, conveniently timed for Brand Licensing Europe.
The last part of LTW’s working day was spent at HIT Entertainment’s evening do. We were warned to come on time (as if we’d have turned up late!) and bring a camera, so we had an inkling that something interesting was going to happen. We’d just managed to secure ourselves a table (in a prime position underneath a water mister as well) when Katie Holmes walked in, looking all tall and beautiful and lovely. (That’s ‘the brunette out of Dawson’s creek’ or ‘Mrs Tom Cruise’ to those of you who flick past the celebrity pages in the paper. And if you still don’t know who we’re talking about then she’s a very famous actress, and that’s really all you need to know.)
As one of the founding members, Katie had flown in to publicise Dizzy Feet, a foundation which has recently formed a partnership Angelina Ballerina. The programme helps support, improve and increase access to dance education right across the United States, and the ‘Angelina Ballerina’s Stars of Tomorrow’ initiative will award both local and national scholarships, encouraging young dancers to reach for their dreams. After giving a few brief interviews (during which LTW tried and failed to take a bad photo of Katie) Ms Holmes was whisked away, leaving us mere mortals to bask in the evening heat and enjoy a mojito or two. All a vital part of the preparation for tomorrow’s opening day, of course…
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