The 2011 Licensing Academy offered the best speaker line-up yet, with standing room only on all 3 days. Sessions of note this year included the keynote session with Michael Acton Smith, creator of Moshi Monsters and The Big Interview with Howard Roffman, President, Lucas Licensing.

These free-to-attend seminars, workshops and panel discussions are designed especially for European retailers and licensees to advance their licensing skill base and learn from industry experts about hot trends and opportunities.

Attendees to this year’s Licensing Academy had the opportunity to pick up tips and advice about licensing contracts and finance, and hear the latest facts and figures.

2011 programme overview

Tuesday 18th October

Wednesday 19th October

Thursday 20th October

Negotiating a Strong Licensing Contract – A Masterclass
John Burns leads this master class, putting his colleagues Rob and Claire through their paces as they complete the advanced stages of negotiating a licensing contract in a live role play. John’s critique, tips and advice will include conflict hotspots and their resolution and contractual issues that are of particular significance for retailers and licensees.  

Industry Data: The Latest Facts and Figures from NPD Apps: Golden Rules for producing a Successful Licensed App
What are the key retail and Licensing trends? Where will the next hits come from? Which categories are growing or shrinking? NPD presents its powerful cocktail of industry data and analysis, revealing key trends and opportunities for the Licensing Industry today.

Apps are the newest licensed category and already an inevitable part of a kids’ licensing programme. Kids Industries has completed the only extensive global qualitative and quantitative research about apps for children and Gary will give us an exclusive look at some of the results, demonstrating and analysing what works and what doesn’t. He’ll offer some golden rules to ensure yours is a good quality app destined for creative and commercial success.
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Keynote Address – Shaking up the Licensing industry for a new digital age – the Moshi Monsters Story from zero to 50m users
In what promises to be a frank and entertaining keynote address, Michael will share the colourful story of Moshi Monsters so far and offer his unique insight into building a brand for a new digital generation of kids.
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Royalties, Audits and Licensing Finance
Wherever you are in the Licensing chain, you need to understand licensing finances, royalties and audits. Clement will lead visitors through the dos and don’ts of royalty accounting and explain how to get the process right. He will highlight things retailers and licensees need to know and will also talk about DTR audits; the different challenges across Europe and auditing with agents. He will add his tips about conflict resolution and making it a cost effective process.
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Russia With Love: How to Success in the Russian Market
Russia is an exciting but complex market. Our experts on licensing in Russia and the CIS will talk openly about their experiences in the region and offer advice about how to build a successful licensing campaign. Milos Ryba will give a detailed overview of the Russian retail market and its trends and opportunities. Claus Tomming, who orchestrated the launch of Beyblade, the biggest ever Russian launch of a boys’ property, will give delegates a first-hand account of licensing in Russia.
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The Big Interview - “Star Wars™ – The Force for Three Generations” with Howard Roffman, President, Lucas Licensing, in conversation with Mark Dinning, Editor, Empire.
In this interview, Howard Roffman will discuss his work with the Star Wars Brand, the keys to its longevity and the plans for its future. He will share his unique insight into what it’s like to work with the Force and to unite three generations of fans.

This session is a must-attend and is a rare opportunity to hear Howard Roffman address the European licensing community about Star Wars, the first time Lucas Film has ever done so at an event like this.
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Protecting Your Brand in the Market Place. A Case Study of Polo by Ralph Lauren
Christian is a top European trademark attorney working with some of the world’s biggest brand names. He will offer advice and expertise on how to pro-actively manage and protect your brand in a global market place. For the first time he will also present an exclusive case study of the Polo Ralph Lauren brand, showing how protection and enforcement has enhanced the value of the brand in Europe over the last ten years.
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What Makes a Successful Licensing Promotion?
In the competitive world of promotional activity, finding genuine points of difference is increasingly hard. Using a license to make this point of difference is increasingly hard. Using a license can become the centre of a successful campaign, and how licensors and agents can present themselves to create stand out promotional and marketing activity. This expert panel will offer tips for creating a successful licensed promotion and provide detailed insight into memorable campaigns from the last two years, including Timmy Time with Fairy & Postman Pat with Specsavers.
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License This!
License This! is Brand Licensing Europe’s licensing challenge, launched to great acclaim last year. A shortlist of four new properties withlicensing potential will be pitched by their creators to a panel of experts. Each finalist must persuade the panel of the property’s strengths and potential for licensing into other categories. The audience will hear the panel offer critique and advice to each presenter before they select a winner. It’s an exciting session, as well as a great opportunity to hear some expert insight and advice. The winner receives a fully furnished stand at Brand Licensing Europe 2012. last year’s winner, Animaru, is exhibiting this year. You can enter online at www.brandlicensing.eu

John Burns

Qualified in 1995, John is a Partner in the Intellectual Property, Commerce and Technology Department and is the main contact for all brand licensing work.
John is fully versed in all aspects of Intellectual Property exploitation and protection and has a detailed understanding of Competition Law.
John has been involved within a number of high profile IP matters. His uncluttered and commercially focused approach is greatly appreciated by his clients.
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Milos Ryba

Miloš Ryba is a senior retail analyst in Planet Retail’s London office. He has been analysing the retail sector in Central and Eastern European countries for a number of years. Miloš has presented at leading conferences in Eastern Europe and regularly contributes to media on retail topics. His keen knowledge and expertise lie within the Russian market.
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Gary Pope

Gary is one of the founders of Kids Industries, the only one stop shop for brands that wish to connect with the family. The company provides Research, Strategy and Marketing Services to family brands including HIT Entertainment, Egmont, Sony, PepsiCo, Disney Consumer Products, the BBC and American Greetings. Gary is guest lecturer at Germany’s Akademie Kinder Medien, a BAFTA Children’s Juror and an advisor to the Children’s Media Conference. He speaks at The London Business School, The Bauhaus University and Oxford University on matters relating to children’s brands and family marketing. Gary lives in South London and always will. Most importantly Gary is dad to Daisy and Laurence.