Brand Licensing Europe is 25!

Brand Licensing Europe (BLE) was first held in 1999 at The Landmark Hotel in London’s Marylebone. BLE was created as a response to the growing demand for a dedicated platform in Europe where companies could showcase their brands for licensing opportunities.

Exhibitors at that first event, then known as Brand and License London, included BC Worldwide, Carlton International, The Britt Allcroft Company, London Transport, The Copyrights Group and Link Licensing. Ahead of the launch, Leysa Kay, event director at original organizing company, Single Market Events, told Campaign.co.uk that the “boom in licensing throughout Europe, particularly in brand extensions, reinforced the need for a U.K. industry event.”

“Our research has shown licensors, licensees and retailers desperately need a high-profile, business-led event which brings together all sectors of the industry,” Kay told Campaign.co.uk. “The show looks at ways to extend and strengthen your brands, and merchandising is a powerful way to do that.”

Over the years, BLE expanded in both size and scope, leading to its first venue change in just its second year, when it moved north to London’s Business Design Centre, where it was held in 2000 and 2001. The early 2000s saw the event grow in terms of the number of exhibitors and attendees, reflecting the increasing importance of licensing in brand strategy. The expansion saw the event head to London’s Earl’s Court in 2002 as it began to attract a broader range of industries, including lifestyle brands, corporate brands and art and design. Although the event is focused on Europe, its influence became global. Companies from outside Europe started to participate, seeing BLE as a key event for entering the European market.

Related:Brand Licensing Europe Announces 25th Birthday Party Details

From 2006 to 2018, Olympia London was BLE’s home and it was here that BLE embraced digital innovation, incorporating virtual elements and online platforms to complement the physical event.

Since 2019, it has been held at ExCeL London. The COVID-19 pandemic posed significant challenges for BLE, as it did for many large events. The 2020 edition was held virtually, a significant adaptation that maintained the event’s relevance during a period when physical gatherings were not possible. This virtual edition included online meetings, virtual booths and digital networking sessions.

The news story from the Campaign.co.uk archives continued, “According to License! Magazine [now known as License Global], the total global value of licensing in retail sales is £88 billion ($115 billion). In the U.K., the licensing industry is worth around £5 billion – up 16% since 1995.” To showcase the industry’s rapid rise, according to Licensing International’s Global Licensing Industry Study, sales of licensed merchandise and services reached $356.5 billion in 2023.

Today, BLE remains the leading event for licensing in Europe. It continues to serve as a critical platform for the licensing industry, with a strong focus on innovation, sustainability and the evolving retail landscape.

Overall, BLE’s history reflects the dynamic nature of the licensing industry, and its ability to adapt and grow in response to market needs has solidified its position as a must-attend event for industry professionals.

“The superpower of licensing is being able to adapt the playbook to whatever happens,” says Charlie Donaldson, joint managing director, Rocket Licensing.

BLE venues through the years

Looking Back at 25 years of Brand Licensing Europe

Anna Clarke, senior vice president, licensing, Global Licensing Group, looks back on her time at the helm of BLE ...

"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. 

"I have been privileged to be at the helm of this wonderful event since 2016. In those eight years there has been a lot of change. I’ve seen members of our team come and go; I’ve seen Advanstar become UBM and UBM become Informa; I’ve seen us move from Olympia to ExCeL; I’ve seen countless licensing mergers and acquisitions; categories grow and decline and transformative change in the retail space. And let’s not mention Brexit!

"But what remains constant is the unwavering spirit, resilience and kindness of those who work in brand licensing. I can see why people enter this industry for life and how true friendships are formed.

"As well as change, it hasn’t been without its challenges. I took over an event that had lost its way and people weren’t afraid to tell me. I met with more than 500 people in six months and no one was afraid to give me their opinion. I’ll be forever grateful. It helped me to shape our priorities and taught me that whilst licensing professionals won’t always agree with you, they value being consulted and to know that you care. And when that is the case, they’ll show up for you x 100!

"That couldn’t be more evident as our challenges multiplied – date changes, registration queues, COVID-19, the Queen’s funeral, train strikes, a fire and a flood! We received support from all corners – exhibitors, attendees, partners. THANK YOU! I’m hoping the next 25 years will see BLE experience fewer challenges, although I’m sure it will undergo as much change.

"So, let’s celebrate! Twenty-five  years of deals, collaborations and partnerships. Twenty-five years of exhibitors, attendees and partners. Twenty-five years filled with fun memories. We’ve pulled together a small selection of these in this supplement and we hope you enjoy reading them. Don’t forget to join us at BLE on Tuesday Sept. 24 at 5 p.m. to 7 p.m. for an in-person celebration of an amazing event!"

Anna Clarke with Elmo and Grover from "Sesame Street"

The Licensing Industry Reflects on BLE

To learn 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 that was intertwined within all of the answers, was the people, the sense of community and the opportunity to catch up with friends and industry colleagues old and new.

“It always comes back to the community and people of the industry, as well as the energy and buzz of the show,” says Marianne James, senior vice president, global licensing, Hasbro. “There’s a genuine excitement and anticipation to meet together, see what’s new and where the industry is heading and have a creative open mind to unlock opportunities.”

Watch: BLE ‘OGs’ had to say about their memories of the show …

“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,” says Keith Pashley, head, projects, The Keith Pashley Project.

“BLE is the opportunity to not only showcase your brands, but also a great way to connect with existing partners and colleagues across the industry to expand licensing opportunities,” says Mark Kingston, chief executive officer, co-founder, Libertas Brands.

“It is the start of new inspiration, new connections, new business, all in one place,” says Marijn Veraart, head, global partnerships and licensing, Van Gogh Museum. “It is like planting little seeds in people’s mind and new connections, new contacts, new deals to be signed in the future.”

“For me, it’s when I meet a company or individual that I have never met, or sometimes heard of, or who may not have done licensing before, and you end up working with them,” says Rich Woolf, senior international licensing manager, Retail Monster. “I believe that is a fundamental reason for exhibiting.”

Click here to read more quotes from Brand Licensing Europe's 'OG's' ...

The BLE Kitchen feature at BLE 2018

BLE Brand Launches

During the 25 years of BLE, countless brands and licensing programs began on the show floors, from The Landmark Hotel, to Olympia and, now, ExCeL. Some exhibitors reflect on those moments ...

“At that first show, I was looking after International Licensing at the BBC and we were in the middle of a global ‘Teletubbies’ frenzy, appointing agents, battling counterfeit product and managing incredible demand for the toys,” says Richard Hollis, licensing consultant. “We were also showing ‘Tweenies’ for the first time in its earliest form, seeking master toy partners and it went on to be a huge hit after Hasbro took the license. Additionally, in 2005, we re-launched ‘Doctor Who’ at the show, but there was a lot of secrecy about what we were allowed to share at the time.”

“We launched the licensing programs for children’s TV show, ‘Art Attack,’ Underground Ernie, The NFL, British Motor Heritage, BSA, ‘Game of Thrones’ and NASA,” says Andrew Maconie, chief executive officer, LMI. “A lot of properties that we represent, such as the Little Prince and Brough Superior motorcycles, were introduced to us at BLE.”

“We have initiated many great deals at BLE over the years, many that are still active, including Pierre Fabré for Frida Kahlo toothbrushes and Anne Stokes license for E.M.P Merchandise,” says Maria Strid, owner, Art Ask Agency.

“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,” says Norman Thompson, managing director, Imagine8.

“Conversations at BLE have translated into partnerships with the likes of Professor Puzzle (Ginger Fox), Event Merchandise TDP and Aykroyds for various ‘The Traitors’ collaborations,” says Jason Easy, vice president, licensing, All3Media.

“I have always enjoyed the moments when some of our clients have joined us at the show, including when Nadiya Hussain was interviewed, attracting a sizeable audience,” says Ian Downes, director, Start Licensing. “It helped kickstart our discussions and underpinned how Nadiya was really engaged with the business of licensing.”

Characters outside of ExCeL during BLE 2022

Brand Licensing Europe’s 25th Birthday Party

Obviously, the organizers of Brand Licensing Europe, Informa Markets’ Global Licensing Group, could not let this milestone pass quietly. Behind the scenes, plans are in place to make this year’s show one to remember.

The show’s annual opening night drinks, on Tuesday Sept. 24, have been turned into a 25th birthday party celebration, taking place from 5 p.m. to 7 p.m, in the bars and cafes on the show floor. All attendees and exhibitors are invited to join, raise a glass and toast to the success of the event and the continued growth of our industry.

A party is not a party without cake, some fun speeches, musical performers and entertainment, plus the show’s new mascot, Mable the BLE Bear. Whether you’re there to network, celebrate or simply enjoy the atmosphere, this is a night you won’t want to miss.

There is still time to register for your free ticket to Brand Licensing Europe 2024.

Licensing Then and Now:

1999: According to License! Magazine, retail sales was $115 billion.

2023: According to Licensing International, global retail sales of licensed products and services reached $356.5 billion.

This story was taken from the September 2024 issue of License Global. Read the full issue here …

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