VW has confirmed its attendance at this year’s Brand Licensing Europe, marking its first-ever appearance at a licensing event with what will be the largest stand in the show’s Brands & Lifestyle zone.

Brand Licensing Europe will take place Oct. 13-15 at London's Olympia.

Volkswagen Zubehoer and licensing agent IMG have grown Volkswagen’s licensing program in just over three years to retail sales of more than $280 million spread across more than 170 licenses worldwide. VW also just surpassed Toyota in global sales for the first half of the year, making it the world's biggest auto brand.

The global program covers all of the Volkswagen brands, but has focused to-date on the history, design features and personality of the Beetle, Camper Van and Golf GTI. 

In the next three years growth is expected from existing licensees and new signings in categories such as apparel, accessories, bikes, luggage, watches, eyewear, furniture, camping and outdoor, consumer electronics, along with location-based projects such as holiday parks, cafés and diners. The company is exhibiting at BLE to grow its global retail footprint by investing in direct-to-retail and co-branding initiatives.  

“We are proud to be at BLE for the first time this year, with a remarkable booth in the center of the Brands & Lifestyle zone," says Birgit Weigel, head of lifestyle and licensing, VW. "For us to participate means that we are showing the licensing world that we are prepared and open to grow the VW licensing program further. You can do global business with the VW properties.”

The Brands & Lifestyle zone was launched three years ago to showcase iconic automotive, corporate, lifestyle, fashion, heritage, sports, charity, celebrity and FMCG brands. It now occupies more than 25 percent of the total floor space and features its own educational theater dedicated purely to the licensing of brands.

“The VW licensing program is an impressive success story with phenomenal growth in a short space of time," says Darren Brechin, event director, BLE. "We are thrilled that VW has chosen BLE to make its licensing event debut to expand the program further. The stand is the biggest yet in the Brands & Lifestyle zone’s three-year history, and will form a visually striking focal point for visitors.”