Brand Licensing Europe (BLE) broke attendance records this year, with stronger international representation and more exhibitors than ever, cementing its place as Europe’s premier licensing and brand extension event.
The show, held October 6-8, welcomed 2% more attendees than last year and saw a 9% rise in exhibitors. Visitors from France, Italy, Germany, and Spain surged 8%, giving BLE its largest European audience to date. According to Licensing International, European consumer product sales reached $79.3 billion in 2024, with growth in France, Germany, Spain, Italy, and the UK outpacing overall retail trends.
“The European brand licensing market is not just healthy, it’s positively thriving and buoyant,” said Ella Haynes, BLE event director. “BLE has served at its epicenter for 26 consecutive years, showcasing creativity and innovation across entertainment, sports, gaming, lifestyle, heritage, and more.”
The 2025 show featured 268 exhibiting companies spanning Hollywood studios, entertainment giants, and lifestyle brands. Paramount, NBCUniversal, Warner Bros. Discovery, Netflix, Hasbro, and Mattel shared the floor with Moulin Rouge, Panini, Chupa Chups, Save the Children, and Guinness. A record 76 new exhibitors joined, including MINISO and TV Tokyo, alongside increased representation from North America and Asia Pacific.
BLE’s Brands & Lifestyle zone expanded this year with more than 80 exhibitors, reflecting the growing interest in corporate and lifestyle licensing. Sports-themed activations also grew, with European football clubs, rugby, Tour de France, and motorsports brands represented. Attendees could even catch Peppa Pig, Mr. Bean, Hey Duggee, and Bluey playing on a full-size Pickleball court.
Location-based entertainment drew attention from visitors, with immersive experiences from Guinness, Teletubbies, Strawberry Shortcake, Paw Patrol, The Smurfs, and Pan Am engaging the crowd.
Retail attendance was strong, including major chains such as Tesco, Lidl, Aldi, H&M, and Abercrombie & Fitch, while licensees, including Simba-Dickie Group and ZURU, were spotted on the show floor. For the first time, The Toy Book was represented at the show, with Adventure Media & Events’ Vice President & Group Publisher Jackie Breyer joined by Executive Director of Sales & Marketing James “JD” Devin, meeting with new and potential partners on behalf of the company, which also includes The Pop Insider, The Toy Insider, and The Licensing Book.
On the programming side, keynote sessions gave attendees fresh insights into the industry. Day one featured Mattel and Amazon MGM Studios breaking down “Newstalgia” and the relaunch of Masters of the Universe, while day two spotlighted Gen Alpha, micro-influencers, and TikTok shopping through presentations from IMG Licensing and Circana.
“Thousands of retailers, product manufacturers, and brand owners attend BLE because of the business opportunities and connections it enables,” said Anna Clarke, SVP Licensing, Informa Markets. “In a world dominated by digital communication, BLE remains critical for human and emotional connection in the industry.”
Brand Licensing Europe returns to Excel London, October 6–8, 2026.
