Cartoon fun gives larger event a licence to thrill
The first Premier Asian Licensing Awards section will recognise the growing importance of the industry in Asia
Japanese cartoon mascot Ultraman will rub shoulders with Hong Kong cartoon characters McMug and McDull at the Hong Kong Licensing Show and Conference today and tomorrow at the Hong Kong Convention and Exhibition Centre.
Launched three years ago by the Hong Kong Trade Development Council (TDC), the show is described as Asia's leading event for international brands and characters available for licensing. Trademark and character licensing accounts for about US$170 billion of worldwide retail sales, according to the TDC.
An added attraction at this year's show is the Premier Asian Licensing Awards, introduced to add impetus to the industry by rewarding outstanding products and licensed properties.
The awards are organised with the International Licensing Industry Merchandisers' Association (Lima), which also runs an international version.
'Given the significant growth of licensing in Asia, we see great value in creating the Premier Asian Licensing Awards as a means of honouring successful companies and properties,' said TDC director of services promotion Rachel Chan.
Lima president Charles Riotto said: 'Many Asian markets have experienced a significant increase in the retail sales of licensed goods in the past few years. This region offers great potential for all parties involved in the licensing process.
'The Premier Asian Licensing Awards is an excellent means of acknowledging the growth of the licensing industry in Asia.'
Award winners will be announced at tomorrow's Hong Kong Licensing Show gala dinner.
Licensing showed on the TDC's radar in 1998, when a licensing conference was held as an event at the gifts and toys fair. By 2002, TDC had built up a pool of 30 to 40 licensors and licensing agents, and felt the time was right to give the sector a fair of its own.
Last year, the fair drew 30 exhibitors and 7,674 visitors from 80 countries. This year sees 40 exhibitors. TDC manager of services promotion Sophia Chong said the trading sessions were complemented by a licensing workshop, designed for industry newcomers.
Tomorrow's workshop will cover topics such as overcoming the effects of piracy and licensing to China. Today's conference offers insights into developing the retail market.