BLE readies IP for Gaming Activation Zone

Bioworld International confirmed as sponsor of retail element of new zone.

Brand Licensing Europe has confirmed licensed apparel and accessories specialist Bioworld International as a sponsor of the new Gaming Activation zone at next month’s show.

Bioworld International has partnered with some of the biggest brands in the gaming industry including Activision, Capcom, EA, Nintendo, PlayStation and SEGA.

A selection of its gaming licensed products will appear in the retail outlet of BLE’s new Gaming Activation Area, a showcase and demonstration space designed to educate visitors on the journey of a video game IP from screen to store.

In addition, Richard Radford – Bioworld International’s head of licensing – will take part in the gaming keynote panel on Tuesday October 10.

Entitled Gaming: Dispelling the Myths, the session will be chaired by License Global’s Steven Ekstract with the panel also featuring Sony Interactive Entertainment Europe’s Mark Howsen, MCV editor Seth Barton, UKIE chairman Stuart Dinsey and Ashley Maidy, vp, head of global licensing and partnerships, Activision.

Meanwhile, in the demonstration area, visitors will be able to get hands on with gaming IP including Street Fighter (Capcom), Horizon Zero Dawn (Sony), Candy Crush (King), Call of Duty (Activision), Overwatch (Blizzard), Sonic Forces (SEGA), Angry Birds Evolution (Rovio) and Halo (Microsoft).

Anna Knight, brand director for BLE, commented: “It’s fantastic to have Bioworld International join us in the Gaming Activation Area. They are an exciting and successful entertainment licensee and we’re looking forward to seeing the innovative gaming product they will be displaying in the retail outlet.”

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