By Mark Seavy

A heavy emphasis on nostalgia-based properties and anniversaries jockeyed for attention with a growing focus on videogame IPs at Brand Licensing Europe (BLE) in London.

Rovio Entertainment’s Angry Birds and Outfit 7’s Talking Tom brands marked 15th anniversaries at BLE, while Great Ormond Street Hospital’s Peter Pan highlighted its 95th anniversary with plans for a new take on the world of Neverland across both consumer products and live experiences.

Those properties were matched by StudioCanal Kids & Family laying the groundwork for Paddington’s 70th anniversary in 2028 by unveiling plans for a branded Paddington Play Experience in Hong Kong and a musical in London’s West End in 2025. Universal Pictures’ Jaws will also hit the 50-year mark in 2025.

And BLE itself marked its 25th anniversary this year with bigger attendee and retailer numbers than ever before. In fact, the tradeshow’s attendance through mid-day Thursday increased 12% to 10,847 (up from 9,546 a year ago). The number of exhibitors also rose 5% to 242 (up from 230 in 2023), including 51 exhibitors that were new to BLE.

While the promotional plans around anniversaries are launching globally, several companies also discussed a concerted effort to localize IPs across Europe.

Tonies SE, which fields a cube-shaped Toniebox digital audio device and cast of 200 licensed characters that tell children stories, believes it is “crucial” to have local IP in regions like the U.K. because they can carry more weight than many global brands, said Christopher Becker, Director of Licensing and Partnerships at Tonies.

And the name of Peyo Co.’s Smurfs has been translated into 55 languages, enabling a global brand to gain local resonance.

“We really think it’s part of the success [of the brand] because kids everywhere think Smurfs are right around the quarter,” said Fabienne Gilles, Chief Commercial Officer for Consumer Products and Family Entertainment at Peyo. “It’s important to be localized.”

The importance of local trends will likely play into licensing strategies in 2025, especially in segments like fashion where many companies hope to expand and are therefore looking for points of difference.

A majority of agents (69%) and licensors (56%) surveyed by License Global reported the plan to invest in the category, with a sharp focus on sports and entertainment collaborations. Food and beverage (51% of agents and 40% of licensors) was another category of focus, as was toys and games (46% of agents and 38% of licensors).

Another area of focus during last week’s BLE was gaming (including mobile, console, and PC). It has attracted the attention of the coveted Gen Z consumers, 33% of whom play in multiple formats as they move “device to device,” John Friend, Head of Xbox Gaming Consumer Products, said during his keynote presentation at the event.

“Gamers are omnivores, and they are moving device to device,” Friend said. “Gaming is pop culture now.”

Microsoft’s Minecraft, which is represented by CAA Global Management, is illustrating that point as it expands into food and beverage in 2025 for the first time. The brand is also primed for a Warner Bros. film release as well as a Netflix series (both in 2025). Additionally, CAA is seeking to build a business for the brand in health and beauty, Sasha Lerner, VP for Client Management and Co-Head of EMEA, told License Global.

CAA also represents Scopely’s Stumble Guy battle royale obstacle course mobile game for licensing and has signed master licenses for toys and trading cards.

“If we want to grow, we need to unlock new areas and bases and that’s through licensing,” Crafter’s Companion CEO Sara Davies said in her keynote address at BLE. “Licensing single handedly is the biggest opportunity.”