BBC Studios and Xbox have joined the content agenda for Brand Licensing Europe (BLE) 2026, featuring two key sessions on franchise building and location-based experiences at ExCeL London from 6 to 8 October 2026.

The new sessions will bring industry leaders to the License Global Main Stage to discuss the strategic evolution of global entertainment properties into physical and multi-platform franchises.

BBC Studios: Building franchises for generations

On 7 October at 11:30 AM, Suzy Raia, EVP Global Consumer Products at BBC Studios, will lead a fireside chat titled The ‘Bluey’ Effect: Building Franchises for Generations, moderated by McKenna Morgan, Senior Content Editor at License Global.

Ahead of the upcoming Bluey feature film, Raia will share insights on how authentic storytelling evolves into a global multi-platform franchise, balancing long-term brand building across established properties like Doctor Who and new IP development.

Key takeaways from the session will include:

• How BBC Studios expands Bluey beyond the screen while protecting core brand values
• The role of emotional connection and audience behavior in long-term franchise growth
• How consumer products, live experiences, and strategic partnerships extend brand narratives

Suzy Raia, EVP Global Consumer Products at BBC Studios, says:

“I’m looking forward to discussing how authentic storytelling can evolve into a global, multi-platform franchise. As Bluey continues to grow beyond the screen ahead of its upcoming movie, we’ve seen how emotional connection, audience engagement and thoughtful partnerships can help build lasting brands.”

Minecraft: Realities of location-based experiences

On 6 October at 3:00 PM, Bob Brennecke, Director of Experiences and Music Licensing at Xbox, will present a session focusing on bringing Minecraft into the physical realm. He will be joined by Paul Moreton, EVP and Chief Development Officer at Merlin Entertainments, in a panel moderated by Gianna Rosenbach, Digital Editor at License Global.

The discussion will address the operational and strategic realities of Location-Based Entertainment (LBE), covering:

• Essential due diligence checklists prior to executing location-based agreements
• Structuring licensing agreements that balance brand integrity with operational flexibility
• Realistic timelines from initial concept to public opening
• Strategies for future-proofing physical attractions for long-term viability
• Operational factors frequently overlooked by brand owners

Bob Brennecke, Director of Experiences and Music Licensing at Xbox, says: “Location-based experiences give fans the chance to step into the worlds they already know and love, but creating a successful experience requires a very different approach to a traditional licensing deal. At BLE, we’ll get into the practical side of that process and share some of the lessons we’ve learned along the way.”

Ella Haynes, Event Director at Brand Licensing Europe, adds: “We’re thrilled to welcome BBC Studios and Minecraft to this year’s agenda, giving the BLE audience exclusive insight into two hugely successful global franchises. Attendees will leave with practical strategies they can apply directly to their own licensing programs.”

Part of the BLE 2026 conference program

These sessions join a broad 2026 conference program that includes Warner Bros. Discovery Global Consumer Products celebrating 25 years of Harry Potter, alongside key presentations from Carrefour, Sun City, and Jazwares exploring European retail dynamics.