Licensing agency Start Licensing and design body Mojo Nation have joined forces to launch Brands Untapped, a new event for the global licensing industry set to take place in March 2020.
A two-day experiential brand showcase, Brands Untapped will see specially invited guests experience 25 exciting brands, each of which are on the lookout for licensing partnerships across a wide range of categories.
Each brand will be given an area to showcase their chosen brand in, as well as an opportunity to launch an experience that best translates the values of the property. This could be a masterclass for delegates to watch, a fun activation for potential partners to engage with or even a piece of the brand they can take away.
“THE SPIRIT OF BRANDS UNTAPPED WILL BE ONE THAT ENCOURAGES CREATING FRESH CONTACTS AND DOING BUSINESS IN AN IMMERSIVE SETTING THAT TRANSFORMS ‘RUN-OF-THE-MILL’ MEETINGS INTO EXPERIENCES.”
Just as the brands involved will be curated, so too will be the delegates. Each brand owner involved will provide a wishlist to the Brands Untapped team, outlining the categories they want their IP to be engaging with. The event organisers will then make a concerted effort to bring licensees, agents, retailers and designers from the relevant industries to the event, ensuring brand owners are being engaged with by the most appropriate partners.
“Brand licensing and extension is one of the most dynamic and innovative sectors of licensing, however for many brands it is an untapped opportunity” said Brands Untapped co-founder and Start Licensing director Ian Downes.
“I believe there are significant commercial opportunities for IP owners and Brands Untapped is a forum for brands to connect with commercial partners in a new way. I look forward to helping licensors unlock the commercial potential of licensing and the event will also help join the dots in licensing and provide a vital role in extending the reach of the industry into new manufacturing sectors.”
Mojo Nation’s Billy Langworthy, co-founder of Brands Untapped, added: “Rather than simply telling potential partners about their top brands, Brands Untapped gives IP owners the chance to build an experience around them, enabling collaborations to flourish in a creative, immersive environment.
“The spirit of Brands Untapped will be one that encourages creating fresh contacts and doing business in an immersive setting that transforms ‘run-of-the-mill’ meetings into experiences. If you have a brand that you’d like to put in-front of potential partners in this way, we’d love to hear from you.”
Other activations set to take place across the two days of Brands Untapped includes an evening networking event as well as a specially curated Brand Art show.