53 BRAND LICENSING EUROPE Brand Licensing Europe (BLE) is Europe’s only event for licensing, brand extension and brand collaborations. It returns to Excel London from 7-9 October 2025 and is the number one opportunity for giftware retailers and manufacturers to discover thousands of brands their customers already love under one roof. Brands like Pokémon, The Gruffalo, Natural History Museum, Kellogg’s, Van Gogh – all ripe for collaborating with to create beautiful giftware for all ages. Brands shape who we are, what we do, and how we feel. From the clothes we wear (a scarf from the V&A, perhaps) and the food we eat (Peppa Pig cookies anyone?), to the Liverpool Football Club branded mugs we drink our tea from and the Minecraft blankets our kids curl up under to watch TV, collaborating with a beloved brand is one of the most valuable ways for brands, manufacturers and retailers to connect with consumers, expand reach, loyalty and revenue, and drive sustainable business growth. Branded products help retailers and manufacturers stand out from the competition, giving consumers a chance to buy beautiful things featuring brands they have an emotional connection with. What’s more, we know brand licensing works because industry trade association Licensing International has just valued the global licensing industry at more than $369.6 billion, a yearly uplift of 3.7 per cent. Strong British retailers Last year, almost 1,500 retailers came to BLE, including British retailers Asda, ASOS, Boots, Forbidden Planet, Frasers Group, Marks & Spencer, Next, Pets at Home, Poundland, Sainsbury’s, Selfridges, Tesco, WH Smith and many more - all of which sell giftware – to find new partners, network with retail peers and licensing industry professionals and enjoy first class educational content curated by industry experts at License Global. What’s new at BLE for giftware businesses? BLE is seeing strong growth in categories that present exciting opportunities for giftware businesses – especially in the nonprofit, museum and heritage sectors. This year’s line-up includes prestigious names like the Natural History Museum, V&A, London Zoo, Ashmolean, RHS, Imperial War Museum and Save the Children, all offering rich storytelling and highly giftable IP. Art & design licensing continues to thrive, too, with standout illustrators, visually driven brands and fashion crossovers that work perfectly for licensed giftware. These sectors bring fresh inspiration and authentic partnerships that align with consumer demand for meaningful, design-led products. Opportunities for giftware businesses BLE is designed for small to medium-sized giftware businesses looking to enter or grow in the licensing space. A great place to start is with our free on-demand training, Licensing Unlocked – and the first module is free. Once registered, businesses can use the BLE Event Planner to browse 250+ exhibitors and successfully pre-book meetings with brand owners of all sizes. Beyond meetings, the show floor is packed with ideas and IPs – from art and heritage to lifestyle – ready to inspire new giftware lines. Dedicated networking events, from the new networking hub to social mixers, help businesses connect, discover trends and build partnerships. For many, simply walking the floor sparks ideas that translate directly into new products. Key licensing trends for giftware Gaming continues to boom, as does the ‘kidulting’ trend - adults buying nostalgic toys and collectibles – both are huge for giftable products. Nostalgia itself is big business, with beloved IP from the ‘80s, ‘90s and 2000s rebooted for new audiences in the ‘newstalgia’ trend. Find out more and meet new brand partners at Brand Licensing Europe, which takes place 7-9 October, 2025 at Excel London. Visitor registration is open now and passes are free for giftware retailers and manufacturers. Stand out from the competition Ella Haynes, Brand Licensing Europe event director, tells Gift Focus what’s to come at the October show IN BRIEF: WHO: Brand Licensing Europe, www.brandlicensing.eu WHERE: Excel, London WHEN: 7-9 October, 2025
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