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What's New for Brand Licensing Europe 2022?

Brand Licensing Europe is returning to ExCeL in style this September with fashion as its theme and a catwalk showcasing licensed apparel.

Ian Hart

August 4, 2022

5 Min Read
Clothing from Paramount.
Clothing from Paramount.Paramount

At a Glance

  • Learn what to expect when you attend Brand Licensing Europe 2022.
  • Hear about the fashion theme, what brands are participating and educational opportunities.
  • More about the networking options, BLE's commitment to sustainability and floor activations.

Brand Licensing Europe is back at London’s ExCeL Sept. 20-22, bringing together the broadest range of European brands available for license for three days of deal-making, networking and trendspotting. So far, Brand Licensing Europe has confirmed more than 200 exhibitors from several categories, including fashion and apparel, gaming and esports, sports, art and design, non-profits and museums. Confirmed exhibitors include Mattel, NBCUniversal, TF1 Licensing, Acamar Films, The Pokémon Company International, Sophie La Girafe, Difuzed, Crunchyroll, Bravado, The Smurfs, AC Milan, Asterix, Formula E, Paramount, BBC Studios, Hasbro, Gallimard Jeunesse and Ubisoft. The theme for the event this year is fashion, meaning attendees can enjoy a host of interactive features showcasing some of the most significant fashion licensing deals over the past year.

Chupa Chups fashion offerings.

“Why fashion? It is one of the biggest industries in the world, and it’s ubiquitous; you engage with fashion on a daily basis, opening the windows of opportunity for many, many retailers and licensees,” says Anna Knight, senior vice president, licensing, Informa Markets. “As consumers become more environmentally conscious and prioritize brands that align with their purpose and values, the fashion industry is fully aware this is not only the right path to take ethically, but also commercially. All of that means opportunities remain aplenty for retailers and licensees to work with fashion either as a brand and property or in one of the fashion-related product categories.”

Read More: See this story in the August issue!

The fashion theme will weave its way throughout the event, including high-end product showcases on a central catwalk, which will feature 10 choreographed shows over the three days.

Seminar Content

BLE character parade.

The License Global Theater is back on the show floor for 2022 and will include several sessions and keynotes dedicated to fashion. On Tuesday, Sept. 20, Richard Dickson, president, chief operating officer, Mattel, will present “Barbie x Fashion,” a deep dive looking at Barbie’s incredible legacy to date and heralding the remarkable runway that lies ahead of her. Day Two of the event will see a “Leaders Panel: Building a Post-Pandemic Retail and Licensing Strategy,” when industry leaders will air expectations, hopes and fears for the future of retail, and give insight into long-term opportunities for licensing. Panelists include Marianne James, vice president, EMEA and Asia licensed consumer products, Hasbro; Daniel Avener, chief executive officer, MDR Brand Management; and Jalil Rahman, director of brand partnerships and licensing, Liberty. A reimagined experience for newcomers to the industry will also be available, with orientation sessions, show tours, speed networking and expert mentoring.

The Kelvyn Gardner License This! competition finale returns on Sept. 22, where attendees can watch shortlisted entrepreneurs battle it out in three categories: Character & Animation, Brand & Design and Product Design. The Product Design category, in partnership with Mojo Nation, is open to students from further education or university level and showcases innovation in toy design. BLE will partner with animation studio, Aardman, once again and students will be asked to use the studio’s “Wallace & Gromit” IP as inspiration.

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As always, sustainability is a hugely important aspect of BLE. The event assists its featured markets to improve their own sustainability and helps solve the challenges in their sectors, by connecting people with the networks and knowledge they require. A renewed partnership with Products of Change, a powerful driver and educator about the importance of sustain-ability in brand licensing, makes a welcome return to BLE, providing an educational platform for those looking for guidance on making their business more sustainable. Attendees will also be able to take in a dedicated panel session in the License Global Theater, which will discuss sustainability in licensing.


A character meets a friend on the show floor.

Upon registering, all visitors and exhibitors will gain access to the free online platform to set up their profile to book meetings ahead of the event. Opening Night Drinks, open to all, will take place on the show floor on Sept. 20, while exhibitors will have the chance to network at the drinks reception on Sept. 21 at the nearby Novotel hotel, followed by the Licensing International Party at 7 p.m., location to be confirmed. Four branded cafés and bars will be available on the show floor, and the much-loved character parade is also back and will see over 60 characters move around the show floor and interact with visitors. Brand Licensing Europe 2022 will be held Sept. 20-22 at ExCeL London. ExCeL’s new dedicated Elizabeth line station, opened in May, makes the venue more accessible than ever before, reachable in just 10 minutes from Liverpool Street, 20 minutes from Paddington and 43 minutes from Heathrow Airport. To learn more about Brand Licensing Europe, or to register, visit Brandlicensing.eu.

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About the Author(s)

Ian Hart

Senior Digital Editor U.K. & EMEA, License Global

Ian joined the License Global editorial team in May 2022 as digital editor for the U.K. and EMEA, becoming Senior Digital Editor in April 2023.

Ian is a huge fan of sports and entertainment brands and, as a father, toys and kids' brands are a large part of his life!

He has been at Informa (formerly UBM) since 2018, where he was previously the editor of SHP, a B2B digital publication aimed at health & safety professionals.

Ian studied journalism at university before spending seven years in online fantasy gaming. Prior to moving to Informa, Ian worked in B2B trade print media, in the automotive sector, working on various publications aimed at independent automotive technicians and parts distributors.

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