Brand Licensing Europe 2024 report

overview

Brand Licensing Europe returned for 2024, marking its 25th anniversary with record-breaking attendance!

This year saw a remarkable 12% increase in total attendees and an impressive 22% rise in exhibitors compared to the 2023 event.

Over three busy days of meetings with both new and existing clients, we compiled our favourite stands, standout products, experiences, and notable observations from the show.

If you couldn’t attend or step away from your booth, check out our highlights below!

Happy 25th Birthday, Brand Licensing Europe!

What better way to celebrate a milestone than to break all previous records? BLE remains the premier licensing event in Europe, spotlighting innovation, sustainability, and the evolving retail landscape. From its inception in 1999 at the Landmark Hotel to its current location at Excel, BLE has grown to host some of the world’s most recognized brands. Here’s to an extraordinary 25 years and many more to come!

Hasbro

Hasbro showcased a plethora of products with an interactive screen to display their extensive collaborations. The stand featured giant panels of iconic properties like Monopoly, Dungeons & Dragons, Nerf, Transformers, Peppa Pig, My Little Pony, and more. And let’s not forget the giant furry Furby wall perfect for photo ops!

Paramount

As the first stand you encounter upon entering BLE, Paramount’s presence is iconic. Their extensive property panels adorned every wall, while the aisles featured photo ops for beloved characters from Turtles and Spongebob.

Pokemon

Under the beloved giant floating Pikachu, this year’s Pokemon stand featured unique panels, including a neon Pikachu light and an ‘infinite’ Pokeball box. The stand was filled with a diverse range of licensed products, from shoes to headphones and beauty items!

Honourable mentions

While many exhibitors maintained their previous year’s setups, we wanted to spotlight some unique designs we encountered, particularly the stands from Mediatoon Licensing and Fresh Heads. One featured a bar theme, while the other created an inviting outdoor picnic area. Both stands offered a refreshing twist that stood out this year!

Warner Bros. Discovery

Welcoming back Warner Bros. Discovery, their massive stand was themed around a backstage movie set, showcasing their extensive properties. It was fantastic to see them back at BLE for 2024.

Red Light, Green Light

In a fun nod to Netflix’s hit series, they brought the giant robot from Red Light, Green Light to BLE as an interactive photo opportunity. The accompanying sound bite kept attendees on their toes as it echoed throughout the venue!

Products

Pusheen – We’re big fans of Pusheen in the studio, and this adorably simple range is definitely a favourite.
JCB – This JCB plush is irresistibly cute!
SEGA Lego – Sonic’s retro design pairs perfectly with the Lego aesthetic.
Ceremony of Roses – It’s exciting to see 90s rock bands we grew up with being utilized in licensing!
Transformers – Among the many offerings from Hasbro, these products truly stole the show—just look at those boots!
Pokemon x Clarks – These smart and colourful Generation 1 starter shoes are a hit!

Photo Ops

There were a ton of photo ops, and we’ve chosen our favourite 4 for the year!

Universal – Sit on Shrek’s ‘throne’ with the catchphrase, ‘Get out of ma swamp!’Hasbro – Snap a picture in front of the furry Furby wall!
Saniro – Ever wanted to be inside a Hello Kitty bag? Now you can!
Paramount – Hang out with the turtles in this ‘Turtley’ awesome setup!

Mattel Arcade

Continuing their tradition of exciting experiences, Mattel elevated their presence this year with a full arcade! Highlights included:
Barbie fashion mirror photo op with printed photos,
Mattel-themed claw machine,
Hot Wheels race simulator complete with a scoreboard!

Themed Areas

Following last year’s success with a Peppa Pig-themed bar, Hasbro embraced their board games with a Monopoly-themed bar featuring a photo booth and large playable games like Connect 4 and Jenga—perfect for passing the time between meetings! Similarly, Rovio & Angry Birds 3 set up an inviting themed lounge with a giant inflatable scene and themed seating.

Sports industry

In recent years, a significant portion of BLE has focused on the sports sector, particularly football licensing. It’s clear that sports licensing is not only here to stay but is expanding rapidly each year!

Cross-Property Collaborations

With Fortnite’s ongoing success, it’s encouraging to see other properties joining forces. SEGA and Rovio recently collaborated, incorporating Angry Birds into various Sonic games and vice versa for a limited-time event.
Hasbro and Marvel recently announced their collaboration on a future set for Magic the Gathering, adding characters from the Spiderman universe into the iconic TCG.Squishmallows and Universal have collaborated to create a plush range around the new movie Wicked!

We hope to see more of these partnerships in the future!