Brand Licensing Europe, set for Oct. 11-13, will feature a seminar from scent historian Odette Toilette that will highlight how archive collections can inspire contemporary products.
Odette Toilette, also known as Lizzie Ostrom, will host the session “A Good Vintage: Licensing the 1940s with Imperial War Museums” in the Brands & Lifestyle Theatre on Tuesday, Oct. 11, at 3:30 p.m. She will be joined by David Fenton, head, retail and admissions, publishing and brand licensing, IWM, and Anne Buky, licensing consultant.
The session will explore the history of perfumes during the 1940s through an exploration of IWM’s vast collections as well as its toiletries range from Marks & Spencer. Odette Toilette will also be available at the IWM stand (#R10) on Oct. 11.
“This interactive trip back in time, complete with the sights and scents of the 1940s, is the first for BLE,” says Anna Knight, brand director, BLE. “This is a fantastic way to demonstrate just how a brand’s history can be used to promote its future. The session is a must-attend for anyone looking to learn more about the IWM’s collections and understand how innovative museum and heritage licensing can generate successful revenue streams.”
Organized by UBM and sponsored by the International Licensing Industry Merchandisers’ Association, BLE is the largest licensing event in Europe and will take place at London’s Olympia exhibition hall. Now in its 18th year, the show will feature more than 2,500 characters, images and brands available to license from more than 250 exhibitors. Visitors can attend free educational sessions through the event at the Licensing Academy and Brands & Lifestyle Theatre.
Visitors can register to attend BLE for free at BrandLicensing.eu.