UK – The traditional opening event of the British industry took place on January 22 and 23, 2025 this year: The promotional products distributors from the United Kingdom and Ireland met up with international suppliers for two days at the Merchandise World in the CBS Arena in Coventry. According to the official figures, 174 exhibitors, including not only suppliers from the British islands, but also many importers, generalists and specialists from mainland Europe exhibited at the trade show that is jointly organised by the industry service provider Sourcing City and the British association, BPMA (British Promotional Merchandise Association). “The Merchandise World is an important platform for the British market,” explained Elke Röhm from BIC. “Because it is usually very busy here, we are on-site with our whole team.”
The official attendance figure was not available by the editorial deadline; however the organisers already talked about having set a “new record attendance” on the first day. “It took a little while to get started, but then the first day went very well,” confirmed Luis Calado from Goldstar. Not only a wider and more diversified product mix awaited the visitors, but also a special exhibition: To commemorate its 60th anniversary, the BPMA put together an exhibition showcasing haptic advertising media from the 60-year history of the British industry. With great attention to detail that involved a great deal of research effort, the association had compiled dozens of exhibits that have written history on the British market and in some cases beyond – including the Duracell rabbit, the Tango Man or the iconic red clown nose of Red Nose Day.
“We purchased many of the exhibits for example on eBay, which demonstrates the collector’s value they still have,” explained BPMA’s CEO, Phil Goodman. “And that is precisely what we want to convey with the exhibition: Promotional products are not only frequently the centrepiece of campaigns, they also achieve a value and prestige that other advertising measures never attain.”
As every year, the first day of the show came to a close with the festive BPMA Awards Dinner. More than 550 guests took part in the gala, at which the BPMA conferred its annual distinctions to suppliers and distributors. In total, 14 awards were presented amid loud applause, before the guests went on to celebrate until the early hours of the morning to live music.
The next edition of the Merchandise World is scheduled to take place at the Arena MK in Milton Keynes on September 10, 2025. // Till Barth
Photos: Till Barth, © WA Media
