This year, Brand Licensing Europe (BLE) is marking its 25th anniversary. At the same time, a number of properties are also celebrating major milestones. In this ongoing series, we examine the role in-person events and tradeshows have played in supporting the decades-long growth of these brands.

This week, we speak with Aâdil Tayouga, Director of Licensing & Business Strategy at Bandai Namco Europe, to discuss the 45th anniversary of PAC-MAN.

What is the significance of this anniversary?
PAC-MAN is an iconic brand that has truly stood the test of time. Celebrating its 45th anniversary highlights how PAC-MAN has evolved from an arcade game into a global pop culture phenomenon. Over the years, PAC-MAN has become a symbol of nostalgia and fun, appearing not just in games but across various platforms—from TV shows like Emily in Paris and Only Murders in the Building to popular games like Fall Guys and Roblox. You’ll even find PAC-MAN in art and on countless licensed products. Today, PAC-MAN resonates with all generations, remaining a cool, colorful, and timeless character that continues to make an impact.

How are you celebrating this milestone?
We have a lot of exciting things planned for PAC-MAN’s 45th anniversary in 2025. On May 22nd, the release date of PAC-MAN in 1980, we’ll celebrate his 45th birthday with a special style guide and logo that highlight PAC-MAN’s legacy over the years. The narrative for this milestone is “Make Impact,” reflecting how PAC-MAN has impacted and influenced generations since the ’80s and continues to do so through collaborations, games, and live events. We’re also planning exclusive PAC-MAN 45th anniversary collections in 2025, ranging from luxury goods to fast fashion and specialty items. Stay tuned, some incredible collaborations are on the way!

Live experiences will also play a significant role in our PAC-MAN 45th anniversary celebration. We look forward to meeting fans at a variety of consumer events. In addition, the recently announced Secret Level TV series by Amazon will have an episode based on PAC-MAN.

What are the keys to maintaining a property for so many years?
The key to maintaining a property like PAC-MAN for so many years lies in consistency and staying true to the brand’s core values. PAC-MAN has a rich legacy and a strong brand DNA. When PAC-MAN was first created, the goal was to bring women into arcade rooms. Namco (now Bandai Namco Entertainment Inc,) thought that there were no games everyone could enjoy and designed PAC-MAN as an easy, colorful, and fun game that appeals to all ages and genders.

By keeping these brand values at the forefront, we’ve been able to continuously connect with people not only through games but also through various products and experiences. Over the past 45 years, much has changed, and PAC-MAN has had to adapt while preserving its core identity. For example, last year we introduced a new narrative and style guide called SHINE ON, which was targeted at Gen Z. This campaign encouraged them to embrace their true selves and shine, featuring a neon aesthetic inspired by the classic arcade rooms.

How has the brand evolved over time?
PAC-MAN has evolved far beyond its origins as an arcade game cabinet—today, it’s a true icon of pop culture. We’ve partnered with over 100 companies globally across multiple categories, each bringing something unique to the PAC-MAN legacy. Some partners are drawn to PAC-MAN for its iconic and retro gaming identity, while others are inspired by its fun and colorful characters. PAC-MAN has also become a fashion icon, collaborating with brands ranging from mass-market to high fashion, including appearances at Milan Fashion Week with labels like Dsquared.

Earlier this year, we launched a massive campaign with Oreo, aimed at families. This collaboration went beyond just creating customized biscuits; it included a unique PAC-MAN x Oreo game, a social media campaign, and some immersive retail experiences. In Poland, fans could even play in a real-life maze built in a snow park. This campaign turned the simple act of buying a snack into an engaging experience. Creating unique campaigns, like this one with Oreo, helps keep the brand fresh and relevant in today’s world while honoring its timeless appeal.

What role have in-person events played in the ongoing growth of your brand?
In-person events are really important. They allow us to create meaningful connections between the PAC-MAN brand and our fans. PAC-MAN is always part of major pop culture events like San Diego Comic-Con or New York Comic Con, where fans not only get to try out new games but also experience something new and exciting. For example, to kick off New York Comic Con weekend last year, PAC-MAN lit up the NYC skyline with an incredible drone show featuring 750 drones. It was a unique experience that everyone in New York could enjoy.

Live experiences are a priority for us. They bring the brand to life in a way that digital interactions simply can’t. These events allow us to connect directly with fans and create unforgettable experiences and memories between PAC-MAN and the people who love it.

Do you have any memories at BLE, specifically, that illustrate the show’s significance in the story of your brand?
BLE has always been a key event for us in connecting with partners in the licensing industry. It’s where we’ve built some truly unique relationships that have helped shape our brand’s journey. We’re excited to continue being a part of this special event.