The annual European licensing trade show will celebrate its 20th anniversary, Oct. 9-11.

EUROPE–As Brand Licensing Europe heads into its 20th year, UBM has revealed that this year’s theme will be food and beverage. The company is also calling on the industry to contribute and collaborate with the BLE team to create a “vibrant celebration” at the show this October.

“Food and beverage is one of the fastest growing and most robust categories within licensing,” says Anna Knight, brand director, BLE. “But it’s also incredibly innovative and dynamic, reinventing itself continuously in line with new trends and lifestyle choices. Health and fitness has been a huge influence over the sector since the ‘80s, but most recently the whole wellbeing and clean-eating phenomenon has had a huge impact on the category with no signs of fading any time soon. Previously, BLE has adopted themes that have unintentionally favored brand owners, but food and beverage is more inclusive, embracing licensors and licensees.”

According to UBM, the BLE team is keen for the industry to play an integral part in developing this year’s theme and is open to ideas that will spotlight the sector. Current initiatives for this year’s theme include keynotes, seminars, celebrity appearances, cook-offs, demos and on-stand samplings.

Additionally, UBM owns Food Ingredients Europe (FIE), the biggest food and beverage show in the world, allowing the licensing trade show to leverage its existing relationship with food and beverage manufacturers in order to benefit BLE exhibitors and visitors.

The 20th annual Brand Licensing Europe is set to take place Oct. 9-11 at London’s Olympia exhibition hall.