Licensing International sat down with Ella Haynes, Brand Licensing Europe Event Director at Informa Markets, to discuss the trends, conversations, and opportunities shaping the brand licensing landscape ahead of the London event.  

Licensing International: What are some of the major themes being addressed at this year’s BLE?
Ella Haynes: There are some really interesting conversations around how brands grow, stay relevant, and build lasting relationships with their audiences. We’re looking at that from different perspectives, including franchise building, retail partnerships, location-based experiences, and the evolution of established IP.

You can see that across the programme—Bluey will explore building franchises for generations, Warner Bros. Discovery will discuss Harry Potter after more than two decades, Diageo will look at keeping iconic brands distinctive and desirable, and Minecraft will take us into location-based experiences. Carrefour, Jazwares, and Sun City will also share the thinking behind their Pokémon collaboration, giving us a valuable retail perspective. There’s a real mix of businesses and experiences on the agenda, which should make for some very different conversations.

LI: Why are these themes significant for licensing executives?
EH: Consumers have more ways than ever to discover and interact with brands, which creates huge opportunities but also more choices about where to invest time and resources. Licensing programmes can now encompass everything from consumer products and fashion collaborations to gaming and physical experiences. That makes good judgement incredibly important—understanding your audience, choosing the right partners, and knowing where a brand has permission to go. Those questions are relevant whether you’re working with a global property or developing something much newer.

LI: What are some key industry trends emerging in the lead-up to BLE?
EH: The way IP moves between categories is really interesting at the moment. We’re seeing entertainment properties extend into fashion and experiences, sports brands build a stronger lifestyle presence, digital IP make the leap into physical products, and heritage brands find creative ways to reach new audiences.

Collectibles remain incredibly strong, although their influence now reaches well beyond toys into beauty, accessories, fashion, and lifestyle. Japanese and wider Asian pop culture continues to shape tastes globally, particularly around character brands, gaming, and collectibles.

I’m also interested in the growing focus on tweens and teens, particularly girls, and how they express fandom through what they wear, collect, watch, and share. You can see some of these shifts reflected in the businesses coming to BLE this year, with strong representation among our newcomers across character and entertainment, fashion, heritage, and sport.

LI: How will executives be able to address those trends at the show?
EH: Having the industry come together means you hear several perspectives on the same issue. A keynote might give you the brand owner’s thinking, then a licensee or retailer can tell you how that trend is translating commercially.

I’d encourage people to use those conversations to dig a little deeper into what they’re seeing and hearing across the show. Compare perspectives, find out what’s working in different markets and categories, and spend time exploring the show floor rather than moving from one pre-booked meeting to another. Seeing where companies are investing and hearing first-hand what they’re experiencing gives you a much richer picture of where the market is heading.

LI: What panels or keynotes are you particularly excited about, and why?
I’m very excited about our Beatles keynote with Apple Corps and UMG. There’s an extraordinary period ahead for the brand, and we’ll hear about The Beatles at 3 Savile Row, their first official fan experience opening in 2027, alongside merchandise and eCommerce, major anniversaries and the build-up to Sam Mendes’ The Beatles – A Four-Film Cinematic Event in 2028. Hearing how the teams are approaching all of that while looking after more than six decades of cultural legacy should be fascinating.

LI: Are there other events taking place during BLE that attendees should be aware of?
EH: We’ve put a lot of thought into creating different ways for people to connect. New to Show & Solo Networking is designed for first-time and independent attendees, as is the Show Floor Tour, which is a great way to get your bearings. We also have Coffee Networking and Topic Table Talks, where people can get into conversations around particular areas of licensing. The Character Parades return on Tuesday and Wednesday and feature over 70 mascots this year! It always brings brilliant energy to the show floor.

I’d also recommend heading to the show floor for drinks at the end of Tuesday—it’s a great opportunity to catch up with people you may not have managed to see during the day, continue conversations from meetings, and spend some time together in a more relaxed setting before we head into day two.

LI: Is there anything new or different this year that attendees should include in their calendars?
EH: We’re welcoming nearly 300 exhibitors, including 88 companies making their BLE debut, so there will be plenty that even regular visitors haven’t seen before.

I’d make time for the new Licensee Pavilion, introduced in response to demand from licensees wanting to showcase their products and services to retailers and exhibiting brands. We also have the new Advice Centre, offering free consultations with industry specialists, alongside a dedicated Service Provider area covering expertise including legal, financial, creative, technical, and marketing.

LI: What advice would you give attendees to help them take full advantage of the show?
Make full use of the Event Planner before you arrive to explore exhibitors and IPs, request your priority meetings, and add the content and networking sessions you don’t want to miss. Once you’re onsite, be sure to leave some room in your schedule to walk the floor properly, visit exhibitors you don’t already know, ask questions, and make time for conversations that weren’t planned in advance. BLE brings together such a broad mix of people and businesses that having a plan while leaving yourself some freedom to explore is usually the best way to get the most from the three days and come away feeling super inspired!