Brand Licensing Europe is teaming up with a number of charities this year, including the Battersea Dogs & Cats Home, which will provide the event's first-ever mascot–the black Staffie Squirt.

In addition to Battersea, BLE has also formed partnerships with the Bounce Alzheimer's Therapy Foundation, which hosts table tennis tournaments to support Alzheimer's research, and The Light Fund, a licensing industry run charity that raises money for a variety of projects. As part of its partnership with B.A.T., BLE 2014 will host Table Dennis demonstrations at this year's show in partnership DC Thomson featuring championship table tennis players and Dennis the Menace-themed equipment.