25 things to see and do at BLE 2024

As Brand Licensing Europe celebrates its 25thanniversary, the team is celebrating with a list of 25 things not to be missed at BLE this year.

This year’s event runs from September 24th to 26th at The ExCeL, London. Attendees can register for a free ticket now.
“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.

2. Free show tours and Licensing 101 sessions (E200) – New to BLE and/or licensing? Don’t miss these sessions on Tuesday and Wednesday:
• 9:45 – Navigating the BLE show floor
• 10:00 – Licensing 101
• 10:45 – 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!

6. 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

7. 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

8. 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

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)
• ZSL/London Zoo’s conservation-themed seating area (D271)
• Angry Birds’ (D135) themed seating area with giant inflatable in celebration of the game’s 15th anniversary
• Hasbro’s Monopoly Gaming Lounge (B211)

15. 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.

16. 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.

17. 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

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

19. 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 https://www.brandsuntapped.com/

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

21. 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.

22. Service Providers Pavilion (D120) with exhibitors including:
• JMW Solicitors
• New Alchemy Solutions
• Gateley Legal & Adamson Jones
• Play Management Company
• REMASTER

23. 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.

24. 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 [email protected] to donate.

25. Take time out in the Wellness Lounge – located at A272.

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