Brand Licensing Europe 2026 Sets Record with 325 Exhibitors

Brand Licensing Europe (BLE) 2026, set to return to ExCeL London Oct. 6-8, reports exhibitor numbers up 12% to 325 companies and a 5% expansion of the show floor.

The event welcomes 90 companies exhibiting at BLE for the first time, alongside major names including Hasbro, Mattel, Netflix, Paramount Skydance Corp., Warner Bros. Discovery, The LEGO Group, Pokémon, SEGA, Sanrio, Smiley, and Games Workshop.

Retailers attending include Lidl, ASOS, Dr. Martens, Decathlon, H&M, Inditex, Carrefour, Primark, and Zara.

The three-day event features a lineup of educational sessions, keynotes, networking opportunities, and show-floor activations. Highlights include sessions focused on The Beatles, Pokémon, Minecraft, Bluey, and the 25th anniversary of Harry Potter, as well as the State of the Nation: The Brand Licensing Forecast and the launch of the 2026 Global Licensing Industry Study’s European regional data.

Attendees can also explore the Licensee Pavilion, Character Parades, Hasbro’s My Little Pony Café, Warner Bros. Discovery’s Scooby-Doo Scooby Snacks Café, and a new Wellness Lounge. BLE supports charitable initiatives through Sebby’s Corner and The Toy Foundation, while its Young Persons Network will host sessions focused on careers and professional development in licensing.

Plan your visit at brandlicensing.eu. Standard passes are free through Oct. 5 and include full show floor access and more.

Karrot Entertainment is launching Karrot Kids, a new dedicated commercial division focused on building consumer products, brand partnerships, and content distribution around its owned IP. The division will lead licensing efforts for MaeBee, Karrot’s upcoming preschool series following curious young gnome Mae and her foster brother Bee, as well as explore new opportunities for established properties including Sarah & Duck. MaeBee comprises 52 seven-minute episodes and is set to debut this autumn on CBeebies and BBC iPlayer, with Karrot seeking partners across toys, games, apparel, home, lifestyle and other consumer products ahead of Brand Licensing Europe 2026.

For appointments, email ashleyokane@karrotkids.tv.

Maurizio Distefano, the evolution of Licensing (MDL) will showcase its portfolio, including the upcoming Masha and the Three Bears series from Animaccord. The new standalone series, set in a forest inhabited by the Three Bears, follows Masha as she disrupts the brothers’ routine, unexpectedly bringing them closer together as a family. The portfolio also includes properties such as Bluey, Bing, CoComelon, Polaretti, Care Bears, AC/DC, Pink Floyd, Oasis, and Fender.

For appointments, email maurizio@mdistefanolicensing.com. 

Universal is introducing new consumer product opportunities for DreamWorks Animation’s Doozie’s Doghouse, the upcoming companion series to the hit Gabby’s Dollhouse franchise, at BLE. 

Set within the Gabby’s Dollhouse universe, the new series introduces Doozie and a pack of puppy pals while featuring crossover appearances from Gabby and her cat-tastic friends. The series builds on the global success of Gabby’s Dollhouse, which has expanded across toys, gaming, music, digital content, live experiences, and more, with Universal highlighting opportunities across toys, fashion, lifestyle, and additional categories. 

Doozie’s Doghouse is slated to make its standalone debut in November following the introduction of Doozie and the Doozie Dogs in Gabby’s Dollhouse Season 14.

Find Universal at Stand No. A171.

WildBrain is expanding its Strawberry Shortcake licensing slate ahead of the franchise’s 50th anniversary in 2028, alongside the launch of the new CG-animated series Strawberry Shortcake’s Bake Shop. Premiering Oct. 16 on the official Strawberry Shortcake YouTube channel, the 26-episode series will feature Strawberry Shortcake and her Berry Besties in fresh CG looks inspired by their classic designs. 

New licensing partners span beauty, apparel, accessories, toys, and collectibles, including Glisten Cosmetics, Zara, Posh Peanut, Simba Toys, Kids Preferred, McFarlane Toys’ QMx, and more. The franchise is also building toward its milestone anniversary with the Purrfect Pets campaign and plans for the “Berry Bake Shop” campaign next fall.

Find Strawberry Shortcake at Wild Brain’s Stand, No. Stand E173, near WildBrain CPLG at Stand No. B171.

Care Bears expands across toys, fashion, beauty, and lifestyle as the brand heads toward its 45th anniversary in 2027. 

New launches and partnerships with Primark, Adidas, Skechers, Essence, Zara, Miniso, and Pop Mart are extending the franchise’s reach across the U.K. and EMEA, while Goliath, ZURU, Basic Fun!, Just Play, and Simba continue to expand its toy and plush offerings. 

The brand is also growing its presence in health and beauty through new color cosmetics, fragrance, bath, body, and skincare products, with the Care Bear Cousins set to return as part of the anniversary program.

Find Authentic Brands Group at Stand No. A201.

BBC Studios is expanding Bluey across toys, food, health and beauty, publishing, audio, partyware, collectibles, and more with a slate of new and expanded partnerships showcased at BLE. 

New deals include a multi-year global partnership with Mattel spanning Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO, as well as MAGNA-TILES magnetic building sets, and continued partnerships with Moose Toys, LEGO, and TOMY. 

Elsewhere, Heinz, Kellogg’s, Childs Farm and Specsavers are bringing Bluey into everyday family routines, while Tonies, Penguin Random House, Procos and Unique are expanding the brand across audio, publishing and more. The slate also includes Funko Pop! figures and a global partnership with LC Waikiki, alongside new entertainment launches including Bluey’s Happy Snaps and The Bluey Album Box Set.

Find BBC Studios at Stad No. B181.

Warner Bros. is showcasing a slate of upcoming animated films and franchise extensions at BLE, with projects spanning established properties and new worlds through 2028. The lineup includes new chapters for Scooby-Doo, with the live-action Scooby-Doo: Origins series and Yokoso Scooby-Doo!, the first original Scooby-Doo anime series, both set for 2027.

The studio is also highlighting four feature-length projects from Warner Bros. Pictures Animation: Bad Fairies, an original musical comedy set in contemporary London, arriving May 21, 2027; Margie Claus, a holiday rescue adventure starring Melissa McCarthy, debuting Nov. 12, 2027; Oh, the Places You’ll Go!, a musical adventure inspired by the work of Dr. Seuss, coming March 17, 2028; and The Lunar Chronicles, based on Marissa Meyer’s bestselling book series and slated for Nov. 3, 2028.

Warner Bros. Global Consumer Products will showcase licensing opportunities tied to the upcoming slate at BLE, with the company positioning the projects as a mix of established franchises and new properties for consumer products partners.

Find Warner Bros. Global Consumer Products at Stand No. B121.