25 unmissable things to see and do at Brand Licensing Europe in its 25th anniversary year 

Tuesday, 24 September: 9am - 5pm 
Wednesday, 25 September: 9am - 5pm 
Thursday, 26 September: 9am - 4pm 
  
There are just 27 days until Brand Licensing Europe 2024 – the show’s 25th anniversary - and the team is celebrating with a list of 25 wonderful things not to be missed at BLE this year.  

 
This year’s event runs from Tuesday 24 – Thursday 26 September at The ExCeL, London. Attendees can register for a free ticket now and immediately start requesting meetings with over 250 exhibiting brands through the Event Planner, including more than 50 first timers bringing a whole host of IPs never seen at the show.  
 

“For 25 years, thousands upon thousands of new brand licensing partnerships, deals and products have started at BLE during meetings, networking moments, opportunistic hellos and showfloor browsing” said BLE event director Ella Haynes. 

 
"It’s THE annual event for European retailers and manufacturers to rub shoulders with the world’s biggest brand owners and discover what’s new, be inspired and learn how to expand their brands, businesses and careers and I’ve looking forward for everyone to come together and help us celebrate 25 years of BLE and the extraordinary evolution of an extraordinary industry.” 

 

25 things not to miss at BLE 2024: 

 

 1.  250+ exhibitors and thousands of brands – including over 50 companies new for 2024, bringing hundreds more brands available for license for retailers and manufacturers to do business with!  
 

View the exhibitor list and brand directory to see the full range of IP available for license across entertainment, sports, gaming, art, food & beverage, heritage, publishing, TV, celebrity, music and so much more. Use the Event Planner to get your meetings booked and don’t forget you are welcome to use the Matchmaking Lounge (D121) at the show. 
 

2. Free show tours and Licensing 101 sessions (E200) – New to BLE and/or licensing? Don’t miss these sessions on Tuesday and Wednesday:  
0945 – Navigating the BLE show floor 
1000 – Licensing 101 
1045 – Show floor tour 
 

3. Day 1 keynote: When Everyone Plays, We All Win: Next Level Consumer Products & Licensing with Xbox will take place at 12:30 on Tuesday 24 September. John Friend – head of consumer products at Xbox - will talk to Global Licensing Group’s EMEA head of content Ben Roberts about the dynamics of the video game industry and share the endless opportunities that brands, licensees, and retail partners have, to strengthen the connection between beloved gaming worlds and fans.  
 

4. Day 2 keynote: Crafty Licensing: Transforming a business through brand licensing with entrepreneur Sara Davies MBE. Hear her remarkable business journey and the strategies and transformative power of brand licensing as her business Crafter's Companion expands in a rapidly changing market. 12:30 on Wednesday 25 September. 
 

5. We are celebrating turning 25! Join the party in partnership with Licensing International from 17:00-19:00 at The BLE Birthday Bar and BLE x One Piece Bar 2024 on Tuesday 24 September. Expect a big cake, free drinks, great entertainment, party merchandise, a brilliant opportunity to get to know one another and the perfect unwind to the end of day one. Come for the fun, stay for the connections, and leave with memories of a spectacular birthday bash! 
 

5. Kick things off in the Sports Zone - don’t miss this year’s array of sport brands, including: 
24h Le Mans 

AC Milan 

Barefoot International  

Chelsea Football Club  

Dependable Solutions  

FANATICS 

FC Barcelona 

FC Internazionale Milano 

FC Porto 

Federação Portuguesa de Futebol 

Federation Francaise Football  

FOCO 

Formula E 

Full Ace 

Manchester City Football Club  

Newcastle United Football Club – NEW for 2024 

Real Madrid CF  

Safejawz 

SCRIBOS  

Signet Licensing – our first African exhibitor  

Sport Lisboa e Benfica 

The FA  

Tour de France  

UEFA Club Competitions 

West Ham United Football Club 

 

6. The BLE Character Parade – Tuesday 24 and Wednesday 25 September at 11:30: Come and meet The BLE Bear and follow the character parade as it snakes through the show toward the front of the ExCeL. Get a selfie with your favourite characters and tag #BLE2024 #BLEBirthday #BLEBirthdayBear 
 

7. Don’t miss the Brands & Lifestyle zone – some of the amazing brands to discover this year include:  
Alchemy England 

art ask agency  

IMG Licensing 

Panini 

Artestar 

Atlantis 

Beanstalk I Tinderbox 

Brandgenuity  

CAA Brand Management  

Dorna Sports  

Ford 

Global Trademark Licensing  

Golden Goose / English Heritage  

IBML  

Iconix International  

Imperial War Museums 

JPatton 

Laura Ashley  

Licensing International 

London Zoo 

Maui and Sons 

Merchantwise Group 

Metrostar 

Natural History Museum  

Octane5 

OpSec Secutiry 

Perfetti Van Melle Group 

Pink Key Licensing  

Royal Horticultural Society 

Royal Pavilion at Brighton  

RSPB 

Tempting Brands  

The GOOD Shopping Guide  

The National Gallery  

Van Gogh Museum 

Yale University 

 

8. Check out the Brand Directory to find out more and book meetings. The BLE Birthday Bar at C260 is a great place to network. 

 

9. Content, content, content – License Global Theatre (E200) - this year’s educational programme goes way beyond our daily keynotes with Ben Roberts’ State of the Nation, ‘How to build a lifestyle brand’, ‘Mapping a sustainable pathway’, and much more. Arrive early to claim a seat – access is first-come-first served and free to attend. Check out the agenda here. 
 

10. Licensing Unlocked – E221 – find out more about our online, on-demand training delivered by some of the global licensing industry’s brightest minds. The first module is free and a great introduction to the business. 
 

11. . Discovery & Design zone - a new accelerator launchpad for entry level licensing entrepreneurs and brands from quirky greeting card companies and art illustrators to children’s authors and more. This year’s exhibitors are:  
Mea Mouse – new for 2024  
Sophie Jonas-Hill – 2022 License This! winner   
Vicki Thomas Associates    
Jelly Armchair – new for 2024  
Aniballers – 2023 License This! Winner, new for 2024  
Kate Merritt – new for 2024  
Middle Mouse – new for 2024   
Ginger Betty  
Greg & Company – new for 2024  
Pictufy – new for 2024  
Afro Entertainment Studios – new for 2024  
This is Iris   
 

12. The Retail Lounge (E141) in partnership with Care Bears – an exclusive lounge for retailers to meet, relax and recharge and don’t miss the chance to win a Care Bear in the claw grabber arcade. Registered retailers include Celio, Undiz, Aldi, Shein, Tesco, Character.com, Crocs Europe, Five Guys, Game, DFS, Deliveroo, Boots, Zara, H&M, Aldi, Gymshark and Mango. There will also be a retail happy hour at 16:00 on Tuesday 24 September and a chance to meet the team behind the Care Bears. 
 

13. Apply for the Retail Mentoring Programme (E141)! Retail badge holders are invited to join BLE's head of retail Laura Freedman-Dagg and Keith Pashley at 15:00 on Wednesday 25 September to find out more about applying for next year’s Retail Mentoring Programme - applications open at the show.  
 

14. Squid Games, Angry Bird and London Zoo – check out the BLE brand experiences, including: 
The Netflix Squid Game installation (E151) 

15. ZSL/London Zoo’s conservation-themed seating area (D271) 

16. Angry Birds’ (D135) themed seating area with giant inflatable in celebration of the game’s 15th anniversary 

17. Hasbro’s Monopoly Gaming Lounge (B211)  
 

18. Data intelligence experts Fabacus are back at the BLE for the first time since Covid with some very important messaging around legislation that will impact the industry and how to prepare for it – D161. 
 
19. Student support - Students are invited to attend on Day 3 to find out more about the licensing industry as a potential career prospect and meet some of the key players at the show. Local students have been invited to enjoy work experience at this year’s BLE. 
 

20. Licensee Pavilion (C121) - packed with brilliant licensees including: 
Park Agencies  

Ashmolean Museum and University 

Textiss 

Giovas Group of Brands  

Rajkrupa Textiles  

Pyramid International 

Tsume 

Smash Industries 

Lijnico Groningen 

Sakami Merchandise  

 

21. France Licensing Community networking drinks in partnership with Licensing International – 1700-1900, Wednesday 25 September, BLE Birthday Bar in the Brands & Lifestyle Zone. 
 

22. Brands Untapped 100’s third edition will debut at BLE - pick up your copy from the Brands Untapped stand (E175) - the introduction has been written by BLE event director Ella Haynes. It will also be available to read digitally at ttps://www.brandsuntapped.com/ 
 

23. Fuggler (E177) – rights holder CPLG is installing a fun coconut shy activation with all proceeds going to the Light Fund. 
 

24. Innovating Fashion: The Future of Adaptive Clothing in Licensing: Join Character.com, who launched its SpongeBob SquarePants adaptive clothing range last week for an insightful session on the burgeoning market of adaptive clothing and its transformative impact on the licensing industry. 
 

25. Service Providers Pavilion (D120) with exhibitors including:  
JMW Solicitors  

New Alchemy Solutions  

Gateley Legal & Adamson Jones 

Play Management Company 

REMASTER 

 

Unlock your brand’s potential at BLE (E200) – 1600, Tuesday 24 September: Explore the benefits of Brand Licensing Europe to your brand with our account managers Matthieu Battini, Greg McDonald and Cassius Anderson. 
 

Light Fund re-sale store - A265: don’t miss the re-sale store on the Products of Change stand – bag yourself some cool pre-loved products, reduce waste and raise money for industry charity The Light Fund. Brands can contact nicola@productsofchange.com to donate. 
 
Take time out in the Wellness Lounge – located at A272. 
 

It’s free to visit Brand Licensing Europe – simply register on the website.