BLE at 25: The Licensing Industry’s Favorite Memories

Brand Licensing Europe turns 25 next week. The event, which first ran in 1999, takes place in ExCeL London, and the birthday celebrations will be central to its theme during the week. The opening night drinks, taking place in the show floor bars, have been turned into a birthday party for BLE and will feature a string quartet playing modern pop songs, a mind-boggling magician, sumptuous birthday cake, fizz aplenty, party props and selfie opportunities with Mable, the new BLE mascot. You can find out more about the BLE Birthday Party here, everyone is invited.

In September’s issue of License Global, which will be distributed physically at BLE, we look back on the 25-year history of the show, from its humble beginnings in a London hotel, to the event it is today.

When researching that story and learning about what BLE means to you, the licensing industry, we reached out to many exhibitors and attendees to hear their highlights and memories from shows past. The overriding theme intertwined within all the answers was the people, the sense of community and the opportunity to catch up with friends and industry colleagues, old and new.

Find out what some BLE ‘OGs’ had to say about their memories of the show …

License Global: What are your favorite memories of BLE from down the years?

Related:Brand Licensing Europe is 25!

Anna Clarke, Global Licensing Group: Wow! What a milestone for this event and for this community. From a small hotel room at the Landmark Hotel, to a fully fledged exhibition hall at ExCeL London, BLE has earned its place at the heart of the European brand licensing industry, now welcoming 250 exhibitors and 10,000 people from more than 70 countries. 

Marianne James, Hasbro: BLE is such a special event and I’ve been fortunate enough to attend for years across different companies and roles. My very first BLE memory was from my time at Viacom launching Teenage Mutant Ninja Turtles with a showstopping partner party to introduce the new iteration of the characters. I remember a lot of pizza and Cowabungas!

BLE has been an incredibly important event for Hasbro, as it allows us to establish and build connections with collaborators across a diverse range of categories in Europe and globally. We also love the opportunity to engage with new potential licensees and the potential to secure impactful deals for our iconic brands. 

And just from a stand and news standpoint, BLE is an awesome platform to showcase the creativity and authenticity that go into our ongoing product collaborations as well as preview what’s to come soon. 

Related:Brand Licensing Europe Announces 25th Birthday Party Details

Catrina O’Brien, Hasbro: I have attended the show for many years, both as an attendee and an exhibitor, representing brands while at different companies like LazyTown, Ben 10, Barbie and many more. This show is a personal favorite of mine. The licensing industry feels like a close-knit family, and after working in the field for so long, you build lifelong friendships. The event brings everyone together and offers a chance to reconnect with people you may not have seen in years. It’s always a highly productive experience with a packed schedule. Deals are often struck at this show; for instance, our collaboration with Regatta originated at BLE in 2019. The team was excited about our plans for “Peppa Pig” and quickly seized the opportunity to collaborate. This led to a multi-piece collection that hit stores in 2020, fully supported by top-notch marketing, window displays and more.

Marijn Veraart, Van Gogh Museum: Our participation at the so-called “Museum & Heritage House” with the interior activation in 2019 is definitely a highlight for the Van Gogh Museum. It was our first time exhibiting at BLE and the introduction of our licensing program to Europe and the world. That year, we also turned the Brands and Lifestyle Bar into a Van Gogh Café.

Related:Brand Licensing Europe 2024 Content Agenda Announced

Being present at BLE gives us the chance to present our VGM brand, to inspire people/brands with the work and life of Vincent van Gogh. It is the start of new inspiration, new connections, new business … all in one place. It is like planting little seeds in people’s minds and new connections, new contacts, new deals to be signed in the future.

Rich Woolf, Retail Monster: I really enjoy the showcases; there have been some great fashion shows and for me seeing the gangways with the costume characters in full swing is always fun and a great photo opportunity.

Maria Strid, art ask agency: BLE is our most important show every year, and a lot of new business is initiated in our booth and other business is signed and confirmed when we meet the licensees in real life. We attend to meet new potential customers as well as existing licensees; both reasons are equally important since our network is very wide and covers many territories. We also meet and spend quality time with our different brand owners since they also come from all over the world. It is a good moment to catch up in a more casual way and a refreshing change compared to all virtual meetings. 

Andrew Maconie, LMI: My first memory of BLE was taking a stand at the Landmark Hotel to launch the licensing program for “Art Attack,” which was a highly successful children’s TV show presented by Neil Buchanan.

BLE gives us some opportunities to acquire new licensing rights and to reconnect with existing and potential licensees. Since most of the rights we represent are on a global basis it also gives us an opportunity to meet with our various affiliates from around the world.

Norman Thompson, Imagine8: I have attended Brand Licensing Europe since the very beginning at the Landmark Hotel and I have not missed a show since. My earliest memories of BLE include the excitement of discovering new brands all in one place and the vibrant atmosphere of networking, meeting with industry professionals.

Mark Kingston, Libertas Brands: My first memory of attending when I was at BBC Worldwide. I remember walking in a seeing a giant Disney Princess castle and thinking, “Wow, what’s going on here?”

Richard Hollis, licensing consultant: I firmly believe there is no substitute for face-to-face meetings and direct conversation, and I think physical trade shows absolutely deserve to retain their place in business. I’ve always tried to get as much physical product on to our stands as possible – it brings a brand to life and is concrete proof that you have supportive partners in place. A well-designed stand with impactful visuals can achieve far more than any Powerpoint. I also love the immediacy of the show – you can pitch an idea, bring two licensees together to develop a theme, get the trade press to promote it and then discuss it with a retail buyer all within three days.

Keith Pashley, The Keith Pashley Project: Working with The Copyrights Group at the time, I attended the very first BLE at the Royal Lancaster and distinctly remember a real sense of excitement tempered by the complete and utter unknown. The overpowering memory is that the event itself was so far removed from what we see today – trestle tables and pop-up banners were very much in evidence as visitors walked around a wide array of function rooms in different shapes and sizes through the hotel.

Françoise Guyonnet, STUDIOCANAL: BLE has been a cornerstone event for us for many years, providing an invaluable platform to forge significant partnerships, affording us the opportunity to launch major licensing programs. One of my earliest memories of BLE is the excitement and energy on the show floor, seeing so many iconic brands and innovative products in one place. A particular highlight for us was the launch of our global partnership with Jo Malone London, which originated from conversations at BLE. This collaboration resonated deeply with consumers and was a tremendous success internationally, especially in Asia and Japan. BLE has also been instrumental in expanding Paddington’s presence in new markets, and each year, it offers fresh opportunities to connect with partners who share our vision for the brand.

Andrew Hodgson, LMCA: My first memory was meeting Michael Knight from “Knight Rider.” Better known in our New York office as Mitch Buchanan from “Baywatch” or pop singer, David Hasselhoff.

Jason Easy, All3Media: My overriding memory is witnessing the huge number of brands on show and not having the opportunity to walk the floor to have a closer look, due to the huge number of meetings in my schedule. My first retail activation in 2011 with Nickelodeon was born out of BLE, a Victorious promotion and fashion show with George/ASDA.

Flavio Cortes, Moonbug: One of my personal favorite memories was seeing all the Barbie creative being featured heavily two years ago and thinking, this will be BIG. And, of course, it was. A massive tentpole event anchored by a theatrical release that showed just how hungry consumers can be when a great licensing program comes along.

Claire Piggott, Larkshead Licensing: BLE is the lifeblood of the licensing industry.

Charlie Donaldson, Rocket Licensing: My memories of BLE are those of excitement, innovation, inspiration. We’ve launched successful programs for the likes of Miffy, The Very Hungry Catterpillar, “Ghostbusters” at the show over the years.

Steve Manners, Licensing International: My standout memory is probably when we launched the Minions. I just love the socializing and the conversations you have with people in the aisles.

Rob Wijeratna, Rocket Licensing: Many years ago, we built a Scalextric track on the Rocket stand. I will never forget very senior managing directors turning up within 30 seconds of racing, they were having such great fun.

Ian Downes, Start Licensing: As someone who has been at all 25 BLEs I have a lot of memories, but I have always enjoyed the moments when some of our clients have joined us at the show. A great example being when Nadiya Hussain was interviewed at BLE. She attracted a sizeable audience interested in what she had to say and her take on licensing. It helped kickstart our discussions and underpinned how Nadiya was really engaged with the business of licensing. Beyond this, I was very pleased to help launch License This! and to be involved in BLE’s diversity program. It is always good to see the show and the industry being prepared to use their platform to make a difference.

Chef Nadiya Hussain (l) with Ian Downes, Start Licensing

Can you tell us about significant deals that came about at BLE or brands that you have launched at the show?

Marianne James, Hasbro: We’ve had so many great product launches and collaboration announcements at BLE over the years. BLE has been a major event for Hasbro each year and we love using it as a platform for new launches and major announcements. We’ve had everything from Halo collabs to committing to new product development in our core categories. And, very importantly, we’ve established agreements around retail plans for the year ahead, where we’ve successfully agreed and landed programs. 

Back in 2019, with no pre-arranged meeting, we met with the fabulous team from Regatta. They were blown away by the plans we had in the pipeline for “Peppa Pig” and quickly wanted to come on board. From that meeting, a successful four-year relationship was born which led to a wide range of fashion and home essentials launching across their full store estate, all supported with standout marketing, window displays and much more. 

There has also been a great variety in the types of businesses by which we’ve been approached, even some unexpected ones such as coffee companies. This really captures the platform that BLE creates to showcase how licensing can open new doors for collaboration and creativity. 

Marijn Veraart, Van Gogh Museum: It was our collaboration with Pokémon that started at BLE in 2019. The aim of the collaboration was to attract a new generation to the museum and thus introduce them to Van Gogh and his art. Our 50th anniversary was a great occasion too and Van Gogh and Pokémon share a link with Japan. During the collaboration, we saw a significant increase in the number of visitors visiting the museum for the first time.

Rich Woolf, Retail Monster: I met with a company called Sugar Shed, who didn’t know what licensing was and I ended up licensing them for Transport for London, which went on to be a successful range for them. 

Norman Thompson, Imagine8: One of the most memorable deals was a collaboration initiated at BLE, which led to a highly successful licensing agreement with a major entertainment company. This partnership significantly boosted our market presence and set the stage for several subsequent collaborations.

Mark Kingston, Libertas Brands: I have helped launch of numerous brands at BLE, including “Teenage Mutant Ninja Turtles,” “Blaze and the Monster Machines,” “Shimmer & Shine,” “PAW Patrol” and numerous product launches for “SpongeBob SquarePants” and MTV.

It’s still an assault on all your senses, and aside from IP now coming from multiple different sources vs. the old traditional publishing/TV/movie/toys, the fundamental basics remain the same: strong brands with strong appeal to consumers and strong relationships will always thrive.

Characters outside of ExCeL during BLE 2022

How has the licensing industry changed in 25 years, since BLE began?

Marianne James, Hasbro: The origination of IP really can come from anywhere now. The formulaic approach from a few years ago of launching a new IP on FTA, building awareness and then rolling out consumer products, whilst still having a place, has completely upended. More recently, we have seen IP originate from a multitude of differing sources – from influencers, audio, social, publishing, toys, and many more – all capable and proven in launching successful and long-standing licensing programs. This has made the licensing market much more cluttered and in need of real innovation to cut through. 

We have also seen the significant increase in adult fans rising, and the ever-changing needs of our consumers as far as their journey in retail. As such, licensing has evolved where consumers are literally able and wanting to shop anywhere and experience their purchases in their own considered way. 

Marijn Veraart, Van Gogh Museum: Since I started working in licensing in 1996 for The Walt Disney Company, the licensing industry has changed significantly when looking at consumer behavior, market dynamics and, of course, technology. Think of e-commerce and all online marketplaces, AR, VR, social media and influencers. Licensing is also pushing boundaries in sustainability. Brand collaborations are becoming more and more important with shared values and storytelling. Like for the Van Gogh Museum, we always try to find brands that link beautifully to Vincent van Gogh in what drives them or their consumers. We want to tell the story of the work and life of Vincent van Gogh and inspire a diverse audience.

Richard Hollis, licensing consultant: I started in licensing with the BBC in 1989, so it has changed enormously. Back then we had no proper style guides, retails buyers would barely speak to a licensor and sharing assets meant running off endless VHS tapes with timecodes and mailing them out. On the plus side, contracts were much shorter, there was far less competition, and all your consumers were watching and talking about the same few shows, so awareness-raising was a piece of cake. 

The growing sophistication and increasing influence of licensing as an industry is what makes it so compelling, though, and is part of the reason that so many people in the close-knit licensing family stay in it for so long.  

Keith Pashley, The Keith Pashley Project: Licensing was essentially undefined and largely unrecognized as a marketing tool back in the day; it is now an integral consideration for any brand plan as a way of engaging with consumers. Retail is now a fundamental and vital component to the industry. It is increasingly the gatekeeper to any decision and there is an inherent desire for it to understand how licensing works and for it to take the lead on licensing strategy.

Watch: The Brand Licensing Europe team share their memories ..

How will the licensing industry change in the future?

Marianne James, Hasbro: The buying habits and preferences of consumers are constantly evolving year to year. It is our mission to stay on top of these trends through our own regional and global intel, data analytics, and other key insights. We want to meet our consumers where they are, and we truly believe in a fan-first approach to our products, experiences and collaborations to ensure all Hasbro brands are brought to life in creative and exciting ways. 

Richard Hollis, licensing consultant: The vast increase in content channels and opportunities for new brands and characters to be created and shared organically by individuals will continue to boost creativity, but also continue to polarize the business, with the bigger and fewer global giants retaining the power over global hit franchises whilst a huge, long tale of more exciting and imaginative brands struggle to be heard. 

It will be interesting to watch how changes in global manufacturing alter the industry too, as unstable East-West politics rock the boat and production costs rocket up and down.

Keith Pashley, The Keith Pashley Project: Licensing has long since moved away from the earlier gun-ho and label-slapping approach to product. It is much cleverer today. There needs to be a back story too, a reason for and a relevance as to why a licensed product is developed. This will only continue. In addition to being cleverer, I think licensing will become bolder through disruptive products and collaborations that are not perhaps immediately obvious to the consumer, but that will work so well. Finally, and on a more serious note, sustainability and the environmental impact of the licensing industry will assume an ever-increasing importance and will impact some sectors more than others, but all sides have to consider and to act.

Maria Strid, art ask agency: I see the DTR business increasing and the e-commerce, even more than today. I see challenging times for manufacturers and the supply chains with shipping and ever-increasing pricing of raw materials. Licensing will still be an important business however since there is a need for “newness” and diversification of product offers. I do believe mid- to high-end products will be more important since consumers are more aware and the crazy level of consumption, which we have seen earlier will keep decreasing for a more sustainable situation across all product categories. 

These quotes were gathered as part of the research for a BLE anniversary story, which will feature in September’s issue of License Global. Click here to read the BLE is 25 article in full. You can read full Brand Licensing Europe issue here, or pick up your physical copy at BLE.

Brand Licensing Europe takes place Sept. 24-26 at ExCeL London. Register for your free pass, here.