BLE organizers have announced a 'Baby Shark' (Doo Doo Doo Doo Doo Doo) conference session, “Masterchef” Ping Coombes and an appearance from YouTube sensation Tiana. 

It’s had 1.7 billion YouTube views and counting, and now the K-Pop-inspired tune and YouTube phenomenon “Baby Shark” is coming to Brand Licensing Europe. The brainchild of Smart Study, a Korean education start-up, and produced by Pinkfong, Baby Shark will feature in a conference session at this year’s Licensing Academy.

The show’s organizers have also announced a second YouTube sensation, Tiana, who will be making an appearance at the show in connection with her brand-new licensed range, Hearts by Tiana, from 12 p.m. to 3 p.m. on Tuesday, Oct. 9 (stand C118).

2014 “MasterChef” winner Ping Coombes has been confirmed for the BLE Kitchen. She will be cooking up a storm between 11 a.m. and 12 pm and 3 p.m to 4 p.m. on Wednesday, Oct. 10 alongside fellow winner Kenny Tutt as part of the show’s food and beverage theme, which will also see TV chef and “Great British Bake Off” winner Nadiya Hussain taking part in a live Q&A at 10:30 a.m. on Tuesday, Oct. 9.

“Love it or hate it, it has been impossible to avoid ‘Baby Shark’ this summer – it’s the earworm to end all earworms,” says Anna Knight, brand director, BLE. “It has been viewed nearly two billion times on YouTube and James Corden’s broadcast ‘of The Biggest Baby Shark Ever’ on ‘The Late Late Show’ last week has racked up nearly 37 million views on Facebook alone. In licensing terms, Baby Shark has the potential to be a global smash hit, so we’re really excited for the 2018 Korean licensing showcase at BLE next week.”

The 20th Brand Licensing Europe opens its doors in less than one week and, with more than 260 exhibitors and 2,500 brands in the hall, it is expected it to be the biggest to date. Over 7,500 attendees are anticipated to be at the show, which takes place between October 9-11 at Olympia London. Visitor registration is open at www.brandlicensing.eu