By Steve Manners, UK Managing Director for Licensing International

Brand Licensing Europe (BLE) 2025, organised by Informa Markets and sponsored by Licensing International, returned to ExCeL, London in October with renewed confidence, record attendance, and a clear focus on the European market. Over three days, the show floor reflected an industry that’s adapting fast by leaning into storytelling, sustainability, and regional relevance as key growth drivers.

Informa Markets reported BLE’s largest European audience to date, with more than 11,000 visitors and 2,500 brands represented across entertainment, sport, lifestyle, and design categories. Exhibitor numbers rose by nearly 9% year-on-year, while attendance from continental Europe—notably France, Italy, Germany, and Spain—saw double-digit growth.

The message was clear; Europe’s licensing industry is expanding its reach and ambition. Global licensors are localising strategies while European rights holders are becoming more assertive on the international stage. As Anna Knight, SVP Licensing at Informa Markets, remarked during the opening session, “The ‘E’ in BLE has never been stronger.”

Entertainment IPs continued to anchor the show, with major studios, gaming, and toy companies previewing their 2026 licensing slates. But there was also a strong showing from fashion, museum & heritage, and sports categories that are increasingly defining Europe’s licensing identity.

Buyers were seeking IPs that could stretch across multiple categories, including apparel, collectibles, homeware, food & beverage, health and beauty, and experiential events. The goal is no longer just shelf presence but cross-platform storytelling that can engage consumers both digitally and in-store.

Experiential licensing, from branded cafés to immersive pop-ups, was another recurring theme at the tradeshow. As traditional retail spaces evolve, licensors are exploring physical experiences that bring IPs to life and build community engagement.

Across the floor, sustainability was more than a talking point. Licensees showcased eco-conscious materials, recyclable packaging, and ethical production lines. The show’s conference programme echoed this sentiment, with panels discussing the commercial benefits of transparent supply chains and measurable ESG commitments.

Consumers are no longer asking whether a brand is sustainable, they’re asking how it is meeting is sustainability objectives.

Seventy companies made their BLE debut this year, bringing new IPs and categories into the mix, from digital influencers and gaming startups to boutique art and design collectives. For newcomers, BLE remains the ideal launchpad for testing international appetite and finding the right regional partners in Europe. For established players, the event continues to serve as an annual pulse check on shifting consumer trends and retail priorities in the region.

If there was one defining theme at BLE this year, it was localisation. Many exhibitors highlighted Europe-first strategies, from tailored product assortments to region-specific retail campaigns. This move signals a maturation of the market, as global brands realise the importance of adapting to the continent’s varied retail ecosystems and cultural nuances.

For example, as part of the tradeshow’s new Networking Hub (a place where those new-to-show or new-to-licensing can learn more about the industry through presentations, panel discussions, and networking events), Licensing International’s territory MDs from France, Germany, and Italy offered insights into market-entry strategies and how to navigate individual territory dynamics.

And retailers seemed more vocal about wanting licensing programmes that feel authentic to local consumers, not just wanting to follow global campaigns but seeking market-relevant IPs.

Overall, BLE 2025 delivered a sense of optimism not seen in several years. There was a level of confidence with a willingness to experiment, invest, and collaborate. Many exhibitors reported higher-quality conversations with buyers than in previous years.

This year’s event left a clear impression that Europe’s licensing industry is vibrant and ready for the next phase of growth. These in-person events remain the place where brands, ideas, and partnerships converge and where the future of licensing takes shape.