Brand Licensing Europe Has Big Plans for Special 25th Anniversary Edition

One of the top licensing events of the year is celebrating its 25th anniversary this month. Brand Licensing Europe will be attracting around close to 10,000 professionals to ExCel in London Sept. 24 to 26. To find out more about this popular annual event, we caught up with Ella Haynes, BLE’s event director:

Ella Haynes: Of course. 2024 is BLE’s 25th anniversary. To reach such a milestone is testament to the role the show plays in helping the licensing industry build better brands, businesses and amazing new consumer products. That’s why we exist, and it feels very good to have got this far.

To celebrate, we are hosting a 25th birthday party in partnership with Licensing International and sponsored by The Insights Family from 17-19h (5-7 p.m.) on Tuesday, 24 September, and we would love everyone to join us. It will be a big celebration of BLE but more importantly of our incredible community.

It’s across the BLE Birthday Bar and the BLE x One Piece Bar 2024 — and there’ll be cake, entertainment, props, selfies, (very short!) speeches, great networking opportunities, and a chance to unwind after a busy first day.

What do you think makes this licensing event special?

I think BLE is special because we have continually evolved to meet the current and future needs of retailers, manufacturers and brands all over Europe and beyond. We are never complacent; we are always asking and listening and drawing from License Global market insight to preempt what BLE attendees need from us to experience outstanding ROI.

The industry has changed so much since we launched in 1999. Character and animation has always been strong and continues to dominate, but we’ve seen the emergence of new categories like LBE and huge growth in areas like food and beverage, sports, museums, heritage and charity, which is exciting.

Product development has changed — there are new ways of manufacturing including the use of more modern sustainable materials and sustainability and inclusivity have become huge and real priorities.

People are consuming content in so many different ways and that’s reflected in how fans are engaging with brands, which has impacted how we create product. And despite all the barriers impacting the industry — cost of living crisis, supply chain problems; to name just two — the want and desire for licensed product continues to increase.

The role of licensing in delivering brand perception and values is better recognized and we know and understand our customers better than ever thanks to data access. That’s resulted in more innovative products delivering meaningful messages that feed fandom and loyalty and far less logo slapping.

BLE has evolved to reflect these changes and the depth and range of brands and categories at the show is incomparable to the first event in 1999 when the target was 50 exhibitors and 2,000 visitors — we’re five times the size now.

What are some of the big animation brands that will be on display at the BLE this year?

There are so many brilliant animation brands at BLE — everything from preschool brands like Peppa Pig, Bluey, Bing and Paddington (we have a lovely session on building a heritage brand that ties into the launch of Paddington in Peru in November), to Wallace & Gromit (who were at the first BLE) and The Gruffalo. We have nostalgia brands like Sesame Street, Lucky Luke, Godzilla and The Little Prince and manga IP like Naruto.

We are also delighted to help Toei celebrate the 25th anniversary of One Piece — don’t miss the themed BLE x One Piece Bar 2024, which will play host to BLE’s 25the birthday celebrations, too.

There really is something for everyone and visitors can search for them through the brand directory on our online Event Planner, which everyone has access to once they have registered.

What is your take on the state of the licensing business vis-à-vis the animation world in 2024-2025?

I’ve mentioned a handful of the animation nostalgia properties at BLE this year — these properties are particularly interesting because these pop culture moments only really found their audiences in the late ’70s and early ’80s, so we now have a first-time case study of how movie, television and animation nostalgia brands are being kept alive for grown-up audiences and new fans. These IPs are ripe for intergenerational co-consuming, too, with parents and kids now experiencing these brands together.

Brand licensing today is all about making connections, tapping into the power of storytelling to engage audiences, servicing fandom and creating products that enhance lives. Animation is ripe for maximizing the licensing and brand extension opportunities presented by fandom, which can help IP owners to build a brand with longevity and reap the rewards associated with that.

What are your tips for first-time visitors to the BLE this year?

We have a full section on the BLE website devoted to first time visitors.

1. Register now for a free ticket.

2. Set up your profile on the online Event Planner.

3. Prebook your meetings with exhibitors.

4. Download and watch the first module of Licensing Unlocked, which is free.

5. Check out our free handbook.

Then at the show, we have sessions at 9:45 a.m. on days one and two explaining how to navigate the show floor, Licensing 101s from Licensing International’s Steve Manners at 10 and show floor tours at 10:45. Plus, there is an info point at the back of the hall, and the Global Licensing Group stand (E221), too, where you can ask for help.

What is your personal favorite part of the show?

It changes every year. In 2022, it was the BLE fashion catwalk — that was jaw-droppingly good. This year, I’m looking forward to all the inspiring brand-led areas and experiences — keep an eye out for Rovio’s fabulous Angry Birds themed area and a special stand surprise from Netflix among many others. I’m also looking forward to the party, of course!

Favorite toy or merchandising item of 2024?

It’s so hard to say because I love so many of them, but I always have a special place in my heart for the brightness, inclusivity and wellbeing messaging of Care Bears.

BLE 2024 takes place 24-26 September at ExCeL, London — it’s free to attend, simply register online here.