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Dragons’ Den Star Sara Davies Confirmed as Keynote for Brand Licensing Europe 2024 image

Dragons’ Den Star Sara Davies Confirmed as Keynote for Brand Licensing Europe 2024

Sara Davies MBE, the dynamic entrepreneur and youngest female investor on BBC One’s long-running Dragons’ Den TV programme, will present the day two keynote at this year’s Brand Licensing Europe (BLE), which runs from 24-26 September at ExCeL London.

Sara will take to the stage at 12:30 on Wednesday 25 September for ‘Crafty Licensing: Transforming a business through brand licensing’ for a Fireside Chat with the Global Licensing Group.

Sara will talk about her remarkable journey in business, from founding Crafter’s Companion while still at university and growing it into a global arts and crafts business, to meeting the surging demand for creative hobbies during the pandemic.

In the post-pandemic era, Sara recognised the need for a fresh approach to reach new consumers and her keynote address will delve into the strategies and transformative power of brand licensing as Crafter’s Companion expands in a rapidly changing market. 

Crafter’s Companion entered entertainment licensing in 2023, signing a multi-year deal with Warner Bros. Discovery Global Consumer Products (WBDGCP) covering EMEA, North America and LATAM. The licensed “Fan-Art Like a Pro” range targets kidult millennials and fans of all abilities, with premium art kits to inspire fun, fandom, and creative skills building. Each kit is curated to deliver professional quality results and includes official iconic character art, professional-grade art markers, and expert instructions extending beyond the box via a wealth of inspiring online content and tuition.

BLE attendees will discover how Sara’s team has identified new opportunities, developed a license-friendly range of accessible arts and crafts kits, and navigated the challenges of pivoting a well-established business. New licenses and range extensions are also expected to be announced at BLE.

“Crafter’s Companion celebrates its 20th anniversary next year, which is a huge milestone for us, and the reason we are still here after my lightbulb moment at university all those years ago is because we understand our customers so well – we are our customers,” said Sara Davies MBE.

“We know how important innovation and product development are to retaining our loyal customers throughout their crafting journey as well as the role they play in reaching new pockets of customers to continually expand the business. Brand licensing has been a key tool in this strategy, and I can’t wait to share insight into our experience and meet other retailers, manufacturers and brands at BLE in September.”

Visitor registration is now open for Brand Licensing Europe 2024 – the show’s 25th anniversary. 

About Brand Licensing Europe 
Brand Licensing Europe is the only pan-European annual event dedicated to licensing and brand extension. The London event features over 2,500 brands and more than 9,500 licensees, manufacturers, retailers, distributors, and licensing agents. Brand Licensing Europe is a part of the Global Licensing Group at Informa Markets, the licensing industry’s leading trade show organiser and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together.  

About License Global
License Global, a part of the Global Licensing Group, is the leading publication for the brand licensing industry, delivering award-winning editorial content, including news, trends, analysis and special reports about the global consumer product and retail marketplace. Through its magazine, website, daily e-newsletter, webinars, videos and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe and Licensing Expo Shanghai.

About Global Licensing Group 
The Global Licensing Group at Informa Markets, a subsidiary of Informa plc (LON:INF), is the licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together. The following events and information products are produced for the licensing industry by the Global Licensing Group at Informa Markets: Licensing Expo, Brand Licensing Europe, Licensing Expo Shanghai and License Global. Global Licensing Group events are sponsored by Licensing International.

About Licensing International
Licensing International is the leading trade organization for the $350+ billion global brand licensing industry. Licensing International’s mission is to foster the growth of brand licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, more than 1,500 Licensing International member companies in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events.  Visit for more information.

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