Brand Licensing Europe (BLE) shares 25 highlights of event’s 25th edition

Brand Licensing Europe (BLE), the continent’s leading event for licensing and brand extension, is getting ready for its 25th edition, which is taking place from 24 to 26 September at ExCeL London, UK.

Registration for the free event is available here. Delegates can request meetings with over 250 exhibiting brands using the Event Planner. This year, over 50 new exhibitors will introduce new IPs to the exhibition.

Ella Haynes, BLE event director, says: “For 25 years, thousands upon thousands of new brand licensing partnerships, deals and products have started at BLE during meetings, networking moments, opportunistic hellos and show floor browsing.

“It’s THE annual event for European retailers and manufacturers to rub shoulders with the world’s biggest brand owners and discover what’s new, be inspired and learn how to expand their brands, businesses and careers and I’ve looking forward for everyone to come together and help us celebrate 25 years of BLE and the extraordinary evolution of an extraordinary industry.”

25 show highlights

To mark the 25th anniversary of Brand Licensing Europe, its team has compiled a list of 25 must-see experiences at the 2024 event.

1. A show floor with over 250 exhibitors and thousands of brands. Attendees can discover an extensive range of IPs for licensing, spanning entertainment, sports, gaming, art, F&B, heritage, publishing, TV, celebrity, music, and more. Meetings can be booked through the Event Planner, and the Matchmaking Lounge is available at D121.
2. Keynote presentation: When Everyone Plays, We All Win: Next Level Consumer Products & Licensing with Xbox. John Friend, head of consumer products at Xbox and Ben Roberts, Global Licensing Group’s EMEA head of content will discuss the dynamics of the video game sector and reveal the limitless opportunities for brands, licensees, and retail partners to boost the bond between cherished gaming worlds and their fans. Tuesday 24 September, 12.30 pm.
3. Keynote presentation: Crafty Licensing: Transforming a business through brand licensing. As Crafter’s Companion grows in a rapidly changing market, entrepreneur Sara Davies MBE will share her extraordinary business journey and her insights into the strategies and transformative potential of brand licensing. Wednesday 25 September, 12.30 pm.
4. BLE’s 25th birthday party. Join the celebration at The BLE Birthday Bar and BLE x One Piece Bar 2024, in partnership with Licensing International. Attendees can enjoy cake, drinks, entertainment, merchandise and networking. Tuesday 24 September, 5 pm – 7 pm.
5. The BLE Character Parade. Attendees can meet the BLE Bear and follow the character parade through the ExCeL, with ample selfie opportunities #BLE2024 #BLEBirthday #BLEBirthdayBear. Tuesday 24 and Wednesday 25 September, 11.30 am.
6. The Sports Zone. The 2024 event will feature: 24h Le Mans, AC Milan, Barefoot International, Chelsea Football Club, Dependable Solutions, FANATICS, FC Barcelona, FC Internazionale Milano, FC Porto, Federação Portuguesa de Futebol, Federation Francaise Football, FOCO, Formula E, Full Ace, Manchester City Football Club, Newcastle United Football Club (NEW for 2024), Real Madrid CF, Safejawz, SCRIBOS, Signet Licensing (BLEs first African exhibitor), Sport Lisboa e Benfica, The FA, Tour de France, UEFA Club Competitions, and West Ham United Football Club.
7. The Brands & Lifestyle Zone. Featuring brands such as Alchemy England, art ask agency, IMG Licensing, Panini, Artestar, Atlantis, Beanstalk I Tinderbox, Brandgenuity, CAA Brand Management, Dorna Sports, Ford, Global Trademark Licensing, Golden Goose / English Heritage, IBML, Iconix International, Imperial War Museums, JPatton, Laura Ashley, Licensing International, London Zoo, Maui and Sons, Merchantwise Group, Metrostar, Natural History Museum, Octane5, OpSec Security, Perfetti Van Melle Group, Pink Key Licensing, Royal Horticultural Society, Royal Pavilion at Brighton, RSPB, Tempting Brands, The GOOD Shopping Guide, The National Gallery, Van Gogh Museum, and Yale University.
8. BLE brand experiences. Delegates can discover brand experiences with The Netflix Squid Game installation at E151, ZSL/London Zoo’s conservation-themed seating area at D271, Angry Birds’ themed seating area with giant inflatable in celebration of the game’s 15^th anniversary at D135, and Hasbro’s Monopoly Gaming Lounge at B211.
9. The Discovery & Design Zone. Showcasing entry-level licensing entrepreneurs and brands with many new exhibitors. The zone features Mea Mouse, Sophie Jonas-Hill (2022 License This! winner), Vicki Thomas Associates, Jelly Armchair, Aniballers (2023 License This! Winner), Kate Merritt, Middle Mouse, Ginger Betty, Greg & Company, Pictufy, Afro Entertainment Studios, and This is Iris.
10. Service Providers Pavilion. The pavilion at D120 will feature JMW Solicitors, New Alchemy Solutions, Gateley Legal & Adamson Jones, Play Management Company, and REMASTER.
11. Licensee Pavilion. C121 will feature Park Agencies, Ashmolean Museum and University, Textiss, Giovas Group of Brands, Rajkrupa Textiles, Pyramid International, Tsume, Smash Industries, Lijnico Groningen, and Sakami Merchandise.
12. Free show tours and Licensing 101 sessions. These events are ideal for newcomers to the show and/or the licensing industry and will take place on Tuesday and Wednesday mornings in E200.
13. Educational sessions in the License Global Theatre. The extensive programme in E200 includes Ben Roberts’ State of the Nation, How to build a lifestyle brand, Mapping a sustainable pathway, and more.
14. Licensing Unlocked. Delegates can learn more about BLEs online, on-demand training, led by leading experts from the worldwide licensing industry. The first module is free and provides an excellent introduction to the sector. E221.
15. Innovating Fashion: The Future of Adaptive Clothing in Licensing. Following the launch of its SpongeBob SquarePants adaptive clothing collection, Character.com will offer insights into the rapidly expanding adaptive clothing market and its impact on the licensing sector.
16. Data intelligence experts Fabacus. Fabacus will share crucial information about legislation that will impact the sector and how to prepare for it at D161.
17. Unlock your brand’s potential at BLE. BLE account managers Matthieu Battini, Greg McDonald and Cassius Anderson will discuss the benefits that Brand Licensing Europe can offer brands. E200, Tuesday 24 September, 4 pm.
18. Student support. On day 3, students are invited to attend the show, learn more about the licensing sector as a possible career path, and meet some of its key figures. In addition, local students have been invited to gain work experience at this year’s event.
19. France Licensing Community networking drinks. In partnership with Licensing International at the BLE Birthday Bar in the Brands & Lifestyle Zone. Wednesday 25 September, 5 pm – 7 pm.
20. Brands Untapped 100’s third edition. The publication will launch at BLE, and features an introduction by the event’s director, Ella Haynes. It will be available from the Brands Untapped stand at E175, and online.
21. Light Fund re-sale store. Attendees can find the Products of Change re-sale stand at A265. Pre-loved products will be on sale to raise money for sector charity, The Light Fund. To donate please email Products of Change.
22. Fuggler. A coconut shy activation at E177 from rights holder CPLG, with all proceeds going to The Light Fund. 
23. Retail Mentoring Programme. Retail badge holders can meet with BLE’s head of retail Laura Freedman-Dagg and Keith Pashley to learn about applying for next year’s Retail Mentoring Programme. E141, Wednesday 25 September, 3 pm.
24. The Retail Lounge. An exclusive space in E141 for retailers to relax, in partnership with Care Bears. Registered retailers include Celio, Undiz, Aldi, Shein, Tesco, Character.com, Crocs Europe, Five Guys, Game, DFS, Deliveroo, Boots, Zara, H&M, Aldi, Gymshark and Mango. The claw grabber arcade will offer the chance to win a Care Bear, and the Care Bear team will be available to meet during the retail happy hour, Wednesday 25 September from 4 pm.
25. The Wellness Lounge. A space to recharge in A272.

The full agenda is available online.

Last year, BLE revealed that a record number of delegates and retailers had attended the 2023 edition of Brand Licensing Europe (BLE). The show, which took place at ExCeL, London, from 4-6 October, welcomed 9,649 licensing professionals – 19% more than the 2022 event.

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