2012 License This! Challenge Now Open

Brand Licensing Europe, the Advanstar-organized licensing exhibition, has announced that its License This! challenge is now open for entries. Launched in 2010, this “Dragon’s Den” style challenge offers those with new creative concepts t

April 6, 2018

2012 License This! Challenge Now Open

Launched in 2010, this “Dragon’s Den” style challenge offers those with new creative concepts the opportunity to break into the global licensing industry. The contest is open to any new property that has its roots in publishing, art and design, television or digital media. The four top entries will be given the chance to pitch to a panel of expert judges in front of a live audience at the show on Oct. 18. 

The winner will receive a fully furnished stand at Brand Licensing Europe 2013, worth £4,500, so that the new property can be brought to market next year.

Previous winners and finalists have been busy developing their properties:

  • Winner of the 2010 competition, Animaru, has secured its first licensing deal this month in the homes and interiors sector. The Binary Box has launched a collection of children’s wall stickers featuring designer Sophie Hinton's Animaru animals.

    • Last year’s winner was “How to…for the Domestically Inept,” a comic strip featuring everyman, Sam, illustrated in the style of traditional airline instruction cards. Since winning the competition, the team has employed an agent and is busy developing the property to launch at this year’s show.

      • Finalist Jacky Al-Samarraie Landscapes portrays British rural and urban landscapes in silhouette and vibrant block color. As a result of the show, the company signed a licensing deal with a housewares business, and is currently developing products to go to market later this year.

        “Winning the competition opened many doors for us,” says last year’s winner Sarah Watts. “Since the show, we have had conversations with a number of big names which focused us on developing and expanding the property for different

        mediums. It’s a very exciting time for us, with lots of possibilities, and we are looking forward to showcasing the property at this year’s show. I would urge anyone with a new concept to enter the competition and see what it can do for you.”

        Property creators/owners can submit their property now by completing the entry form at


        . Brand Licensing Europe 2012, takes place from Oct. 16-18 at London’s Olympia exhibition center.

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