Licensed brands head to Asia.

They're particularly interested in the well-developed distribution channels in South East Asia, but are also keen to tap the huge potential of the Chinese mainland market.

Speaking at the latest Brand Licensing Europe event in London, Kelvyn Gardner, Managing Director of the International Licensing Industry Merchandisers' Association (LIMA), said the connection licensors have with Hong Kong and Shanghai is growing in importance.

Gardner: build up over five years.

LIMA said it now had an office in China to help the market develop, with some 50 members looking for licensing information.

"I know that over the next five years, all the major brands will have a presence in Asia, as well as products, on the ground," said Gardner.

One UK licensing firm, Smiley, has recently appointed a Hong Kong agent, while two British licenses have recently "arrived" in the territory, namely The Illustrated London News and the V&A's Golden Age of Couture.

	Sophisticated licensing through Hong Kong.

"Hong Kong provides a sophisticated market, very open to foreign and particularly British goods that are clearly branded, or have point-of-sale (POS) goods made in the UK," said Berkeley Marketing Director, Richard Cann.

Concurring, Kathryn Smith, Licensing Manager for the UK, Europe and South East Asia at Oxford Limited, the licensing arm of Oxford University, said the Chinese mainland and Hong Kong are in focus: "we are working with our agents to develop a licensing programme and to explore various current opportunities."

Hong Kong splashed at the show

Among the UK companies exhibiting at both Brand Licensing Europe and the Hong Kong International Licensing Show in January 2010 is publishing giant John Wiley. "We have high expectations of the Hong Kong Show," said John Hislop, Associate Director of Licensing, "especially as it is the first year that we will be exhibiting [in Hong Kong]. We're expecting it to be a very important show for us."

Hislop: pushing Dummies book.

"We will be starting with GPS For Dummies, (about personal navigation devices) which will start being distributed at the same time as the Hong Kong International Licensing Show takes place."

Hislop added: "with the number of new products in consumer electronics that we're launching, we are hoping the Hong Kong Show in January is going to be huge for us."

Also exhibiting at both exhibitions is the Natural History Museum in London. "Having exhibited at Brand Licensing for the past four years, and at the Licensing Show in Las Vegas earlier this year, we see the Hong Kong International Licensing Show as a great opportunity to open up the markets in that part of the world where we currently don't have any representation for Natural History branded product," said Jeremy Ensor, Head of Retail Strategy and Operations. "We will be looking for either licensees or licensing agents who represent those countries."

	Biggest show in its history.

Over 4,000 retailers, licensees, manufacturers and sales promotion executives from 67 countries took part to discover what's hot in the world of licensing.

With over 2,000 worldwide properties on show, it was the fair to visit to discover the brands, characters, Hollywood blockbusters and cutting-edge images that will drive sales and create consumer demand over the next 12 to 36 months.

Movie magic

20th Century Fox L&M has been building on its franchise success with Alvin and the Chipmunks, opening in the UK on Boxing Day 2009. Also, to celebrate the 20th anniversary of The Simpsons, Fox L&M will be bringing out Best. 20 Years. Ever.

Rocket Licensing was on the look-out for opportunities relating to the new movie version of Fame which was released in the UK in September, as well as new licensing deals linked with the movie's 2010 DVD release in Easter 2010.

New release.		Simpsons return.

BBC Worldwide introduced four new properties: Ragdoll's Tronji for pre-teens; dirtgirlworld, an animated film about the natural world for three to seven year olds; Wibbly Pig, an adaptation of the books by Mick Inkpen and ZingZillas, a new musical for pre-schoolers.

Bandai, the world's third largest toy company, was confirmed as the master toy licensee for Classic Media's new pre-school series Tinga Tinga Tales. The company will create a range that includes plush, plastic, bath, role play and electronic toys.

Aardman’s Timmy Time.

Last Lemon launched a new character property, The Honours List, a graphic led series of single frame images. The UK's Woodmansterne has already signed as a licensee for greeting cards, and McLaggan Smith Mugs Ltd for mugs, with the company seeking licensees for other categories and territories.

Hong Kong innovation

Jast Company Limited of Hong Kong will also be exhibiting at the Hong Kong International Licensing Show in January and was at Brand Licensing Europe for the second consecutive year.

The company aimed to find licensees for its 12 sound products for patent applications. "We were looking for companies interested in applying their characters or sounds to our talking or singing pens, gift bags, gift boxes, caps, mugs, pencil cases, greeting cards, diary or notebooks, photo albums, candy, jewellery and football sound products," confirmed Managing Director Steve Chen.

Chen: talking gifts.		Huge interest in the show.

Jast's licensed product portfolio includes Juventus, Hannah Montana, High School Musical and Michael Jackson. "However, the licenses are not ours," emphasised Chen. "Our role as a company is as a manufacturer and patent holder."

Chen confirmed that there had been a huge amount of interest at the show. "We had 40 to 50 visitors to the stand on the first morning alone, and we are naturally hoping that some of these will turn into business," he said.

from special correspondent Sue Marks, London