Licensing Magazine interviewed Ella Haynes, Brand Licensing Europe Event Director to learn what’s new at the upcoming and highly awaited edition of the Licensing Event of the Year!

BLE is just around the corner. How is this year’s show shaping up and what can attendees look forward to?

It really is coming around quickly, and I’m pleased to say the show is shaping up brilliantly! We’ve seen strong growth in confirmed exhibitors, existing exhibitors are taking more space and we’re increasing the footprint, so 2026 will be our biggest BLE yet.

We’ve got a fantastic content programme too. Warner Bros. Discovery Global Consumer Products will celebrate 25 years of Harry Potter, while Carrefour, Sun City and Jazwares will discuss their recent Pokémon collaboration in European retail. Bluey and Minecraft will also take to the License Global Main Stage, exploring authentic storytelling, audience connection and bringing brands into the physical world through location-based experiences.

The Networking Hubis returning bigger and better, and our online Event Planner now combines AI technology with a dedicated human concierge team to help visitors make the most of the show.

How is the exhibitor line-up looking for 2026?

We currently have 266 exhibitors confirmed, with existing exhibitors taking more space and plenty of new names joining us. The latest Licensing International study valued global sales of licensed merchandise and services at $389.8bn, up 5.45% year on year, so there’s clearly confidence in the market and an appetite for collaboration.

Which new names will be making their BLE debut this year?

There are lots of new names from a really interesting mix of categories and countries. Del Monte Europe, Navigare, Killstar, René Magritte and ATP Tour are among those making their BLE debuts, showing just how broad licensing has become.

We’re also pleased to see strong Italian representation. Lab-go will be showcasing its approach to brand protection and fan engagement, including a new phygital product designed to build fan loyalty through exclusive experiences and prize competitions. SABOR SRL will also be at the show, looking to build new partnerships with distributors and agents to further develop its international business.

Are you seeing particular areas of growth reflected in this year’s exhibitor mix?

Definitely. Sport is a growing area, with new exhibitors including ATP Tour and Galatasaray this year. Museums and heritage is another category that’s really blossoming, and BLE will host its biggest offering yet, with new exhibitors including Tate, National Trust for Scotland and René Magritte.

Food and beverage and fashion are also categories to watch. Licensing is simply too broad to focus on one theme now, so we want the show to reflect all of these areas of growth.

Retailers are obviously a key audience for BLE. Who are you expecting to see at the show this year and how international will the retail attendance be?

We welcome over 1,100 leading European retailers every year, including Primark, Marks & Spencer, Inditex, H&M, Tesco, Lidl, C&A, El Corte Inglés, Flying Tiger, Kiabi, Amazon and The Entertainer.

Growing the ‘E’ in BLE remains a big priority. Last year we achieved our biggest ever European audience, including an 8% uplift in visitors from France, Italy, Germany and Spain, and we want to build on that again this year.

Looking at the wider licensing industry, which trends are having the biggest impact right now?

Kidult continues to be huge, but what’s interesting is how broad it has become, bringing together collectibles, nostalgia, gaming, anime and pop culture. Consumers are carrying their fandoms throughout their lives and increasingly sharing them across generations, while the influence of Asian brands and entertainment continues to grow globally.

Closely connected to that is the desire for emotional connection. Consumers expect more from licensed products and collaborations, so authenticity, strong storytelling and creating something that genuinely connects with the audience are increasingly important. We’re also seeing more crossover between categories, creating opportunities for brands to reach consumers in unexpected ways.

And what do you see as the biggest challenges facing the industry?

It’s a crowded and competitive market, and the wider economic environment continues to put pressure on retailers and manufacturers. Retail space is at a premium, consumers have more choice than ever and trends move incredibly quickly, so one of the biggest challenges is cutting through and identifying the right opportunities early.

Simply putting a logo on a product isn’t enough either, it needs to feel relevant, authentic and offer something genuinely different. That challenge is also a huge opportunity for businesses that can move quickly and get it right.

Finally, what are you personally most looking forward to at BLE this year?

Bringing everyone together is always brilliant and I love feeling the energy in the room. BLE is so much more than a trade show, it’s a community, and you might arrive looking for one thing and leave with a completely different opportunity because of a conversation you weren’t expecting.

It’s about doing business, of course, but it’s also three days of creativity and new ideas, with plenty of fun along the way.

Brand Licensing Europe takes place 6-8 October 2026 at Excel London. Register before 5 October for a free visitor pass.