In the run-up to Brand Licensing Europe 2025, we spoke with Ian Downes, Director at Start Licensing Limited, about what the company has in store for the show and how he sees both the hurdles and the opportunities that lie ahead for the industry.
Why is BLE to be an unmissable part of your yearly show/networking calendar?
BLE is a well-curated and focused forum for the licensing business. It is often said that if you are in the business of licensing, it is a must-attend. I don’t disagree with that – it is “essential reading” for the licensing industry. It helps create momentum and provokes conversations. We also use it as a push for new business and proactively seek out new opportunities.
Why should retailers and manufacturers visit your stand at BLE?
I think if you are a retailer or manufacturer visiting the show, you should visit stands like Start Licensing, as we are part of the industry that is helping to promote, develop, and manage some very engaging and commercial brands. As an independent agent, we have worked hard to build a portfolio of rights that we feel deliver commercially. There are many rights owners who prefer to work with independent licensing agents or whose rights don’t fit into bigger portfolios. I would really recommend that visitors walk the aisles and talk to as many exhibitors as possible. The show floor is easy to navigate, and BLE is an easy show to walk. We have curated a portfolio of rights that offers a variety of opportunities, but ones that are built on solid ground – we represent IP that brings a ready-made audience with it and consumer engagement.
Which brands will you be highlighting at this year’s event?
As an agent, we try not to focus on one single property – we manage our rights carefully and give focus to all the brands we work on. However, we are finding that the Aardman brands Wallace & Gromit and Shaun the Sheep are proving very popular at the moment – in part driven by film and TV success. This is definitely keeping us busy, which is good! We are also keen to meet new licensees for the Edith Holden brand – Edith is the author and artist who created the best-selling A Country Diary of an Edwardian Lady. We have a fabulous style guide that is based on Edith’s original artwork. It is a perfect for anyone looking to partner with a brand that celebrates a female creator or to develop products that shine a light on the natural world.
Are you launching any new brands, products or announcing any news at BLE?
A new opportunity that we are bringing to BLE is Jane’s Patisserie. Jane’s Patisserie was created by author, chef, and influencer Jane Dunn. Jane has published five books. The most recent one being Classic. Her books have all been best-sellers. Indeed, her first book, Jane’s Patisserie, is the fastest-selling baking book in the UK ( based on official chart data). Jane appears frequently on TV and has over 1 million followers on Instagram. Her approach to baking, cooking, flavour and ingredients lends itself well to licensing and we are hoping to make some new connections at BLE to take this opportunity forward. Jane is very keen to work directly with licensees and retailers – her expertise and insights would be a great asset to any licensing programme.
What do you hope to achieve by exhibiting at BLE?
For Start Licensing, BLE serves two main functions: supporting the brands we represent and the licensees we have on board already. It is a great opportunity to meet them and to engage with their retail partners. However, we also think BLE provides fresh impetus to our business in regards to meeting new contacts and companies. All licensing programmes need newness and a freshness – BLE is a “quick win” way of meeting new companies and exploring new opportunities.
Looking beyond the show, what do you see as the biggest challenges and opportunities for licensing in 2025 and 2026?
I think the biggest challenge facing licensing at the moment is one that I think is a country-wide issue – the economy and consumer confidence. I think we are definitely seeing things slow down in regard to new opportunities, as there are concerns about consumer demand and, more specifically, challenges in the retail sector. We can’t bury our heads in the sand about this. That said, I think in tough times, licensing brings an opportunity for manufacturers and retailers to develop products that consumers are engaged with. Generally, a successful licensed property will bring an audience with it and has in built consumer demand. The challenge is about harnessing that demand effectively, and I think in part this is answered by developing authentic products that meet consumer demand.
Start Licensing is a company that has a great track record of working with ‘new to’ licensing manufacturers and retailers. Consider our door open at BLE to come and have a chat if you are a company looking to get started in licensing on the manufacturing, promotional, or retail side. BLE is, of course, a busy show but I am sure we can find time to talk. If we aren’t available, leave a card or note – sure we will be able to chat!
Visit Start Licensing at BLE, Stand A234.
