Celebrating 25 Years of Brand Licensing Europe: What to Expect at BLE 2024
Brand Licensing Europe (BLE) is one of the most significant events in the licensing industry, marking a milestone this year as it celebrates its 25th anniversary. Scheduled to take place from September 24 to September 26, 2024, at ExCel London, this event is expected to draw nearly 10,000 industry professionals. With a rich history spanning a quarter of a century, BLE has continually adapted to meet the evolving needs of brands, manufacturers, and retailers across Europe and beyond.
To delve deeper into what makes this year’s event special, we spoke with Ella Haynes, the event director of BLE. She shared insights about BLE’s journey, its significance in the licensing world, and what attendees can look forward to this year.
A Milestone Celebration
Ella emphasized the importance of BLE’s 25th anniversary, stating that reaching such a significant milestone is a testament to the event’s vital role in the licensing industry. BLE has been instrumental in helping businesses create stronger brands and innovative consumer products. To commemorate this achievement, a special birthday party will be held on the first day of the event, from 5 to 7 p.m. This celebration will feature cake, entertainment, and opportunities for networking, creating a friendly atmosphere for attendees to unwind after a busy day.
The Evolution of BLE
One of the standout aspects of BLE is its ability to evolve continually. Ella pointed out that the event has grown significantly since its inception in 1999, when it aimed to attract just 50 exhibitors and 2,000 visitors. Today, BLE boasts a much larger scale, reflecting the booming licensing industry. The event now encompasses a diverse range of brands and categories, adapting to the changing landscape of consumer behavior and industry trends.
The licensing sector has experienced transformative changes over the years. While character and animation licensing has always been strong, new categories such as location-based entertainment (LBE), food and beverage, sports, museums, heritage, and charity have seen substantial growth. This diversification has allowed BLE to remain relevant and appealing to a broader audience.
Sustainability and Innovation
The importance of sustainability and innovation in product development has increased dramatically. Ella highlighted that manufacturers are adopting modern, sustainable materials, making sustainability a priority in licensing conversations. As industry professionals strive to create products that resonate with consumers, they are increasingly considering factors such as inclusivity, environmental impact, and ethical production methods.
Moreover, the way consumers engage with content has changed. The rise of digital platforms has transformed how audiences interact with brands, leading to more personalized experiences that foster loyalty. BLE has recognized these shifts, ensuring it provides exhibitors and attendees with valuable insights and opportunities for meaningful connections.
Animation Brands at BLE 2024
This year’s BLE will feature an impressive lineup of animation brands that capture the hearts of audiences young and old. From beloved preschool shows like Peppa Pig, Bluey, and Paddington, to nostalgic classics such as Wallace & Gromit and The Gruffalo, the event promises an engaging experience for fans of all ages. Ella also mentioned the inclusion of iconic brands like Sesame Street, Lucky Luke, and Godzilla, highlighting the intergenerational appeal of these properties.
In a special tribute to the 25th anniversary of One Piece, attendees can look forward to the BLE x One Piece Bar 2024, which will also host the birthday celebrations. This themed bar will offer a unique experience for fans and industry professionals alike.
Licensing and Animation: A Bright Future
When discussing the future of licensing in relation to animation, Ella noted that nostalgia plays a significant role in keeping classic brands alive. Many properties that gained popularity in the late 1970s and early 1980s continue to resonate with audiences today, creating opportunities for intergenerational connections. Parents and children can enjoy these brands together, enhancing the experience of fandom.
Brand licensing today focuses on building connections through storytelling. By leveraging the power of engaging narratives, companies can create products that resonate with audiences and enrich their lives. Ella emphasized that animation is particularly well-suited for maximizing licensing opportunities, allowing IP owners to establish strong, enduring brands that thrive in a competitive market.
Tips for First-Time Visitors to BLE
For those attending BLE for the first time, Ella shared valuable advice to make the experience as productive as possible. Here are some essential tips:
- Register Early: Secure your free ticket by registering online ahead of time.
- Utilize the Online Event Planner: Create a profile on the Event Planner to streamline your experience.
- Prebook Meetings: Schedule meetings with exhibitors in advance to maximize networking opportunities.
- Engage with Educational Resources: Access the free Licensing Unlocked module to familiarize yourself with industry insights.
- Explore the Free Handbook: Check out the handbook provided by BLE for additional guidance.
During the event, there will be informative sessions designed to help attendees navigate the show floor and understand licensing fundamentals. The BLE team will also have an information point available for questions and support.
Anticipated Highlights
As the event approaches, Ella expressed excitement about several aspects of the show. Each year brings unique experiences, but this year, she is particularly looking forward to the inspiring brand-led areas and special exhibits. For example, Rovio will showcase a captivating Angry Birds-themed area, while Netflix has promised a surprise stand that attendees won’t want to miss. The birthday party is also a highlight, promising a vibrant atmosphere to celebrate the event’s significant anniversary.
Unique Merchandise and Toys
When asked about her favorite toy or merchandise item expected at BLE 2024, Ella found it challenging to choose just one. However, she mentioned a special fondness for the Care Bears, known for their inclusive messaging and vibrant designs. This beloved brand has maintained its popularity since the 1980s and continues to resonate with audiences today.
Conclusion
Brand Licensing Europe 2024 promises to be an extraordinary event, celebrating 25 years of innovation, connection, and growth in the licensing industry. With a remarkable lineup of brands, an engaging atmosphere, and a commitment to sustainability and inclusivity, BLE continues to be a cornerstone of the licensing community. Whether you’re a first-time attendee or a seasoned professional, this year’s event will offer invaluable opportunities for networking, learning, and celebrating the vibrant world of licensing.
