Bioworld Int'l to Sponsor BLE Gaming Activation Area

The apparel and accessories merchandiser will also participate in the gaming-themed keynote, “Gaming: Dispelling the Myths.”

EUROPE–Brand Licensing Europe has confirmed that licensed apparel and accessories merchandiser Bioworld International, a division of Bioworld Merchandising, has joined the show as a sponsor of the new Gaming Activation Area.

Furthermore, the company’s head of licensing, Richard Radford, will also take part in the gaming keynote panel–“Gaming: Dispelling the Myths”–which will take place at 12 p.m. local time on Tuesday, Oct. 10. Radford will be joined by Mark Howsen of Sony Interactive Entertainment Europe, Seth Barton of MVC, Stuart Dinsey of UKIE and Ashley Maidy of Activision. The panel will be chaired by Steven Ekstract, group publisher, License Global.

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

Current titles confirmed for the Gaming Activation Area include: “Horizon Zero Dawn” from Sony Interactive Entertainment, “Street Fighter” from Capcom, “Assassin’s Creed” from Ubisoft, “Candy Crush” from King, “Call of Duty” from Activision,” “Overwatch” from Blizzard, “Sonic Forces” from SEGA, “Angry Birds Evolution” from Rovio and “Halo” from Microsoft.

Additional gaming exhibitors that will be at BLE include Sony Interactive Entertainment Europe, Ubisoft, Capcom, SEGA, King, Activision Blizzard, Rovio, Pokémon, Tinderbox, “Animal Jam,” Level-5 abby, Those Licensing People, SYBO Games and Striker Entertainment.

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

Brand Licensing Europe is the definitive event for the licensing industry in Europe and will take place Oct. 10-12 at London’s Olympia. Visitors can register to attend the annual trade show here.

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