22 things to see and do at BLE 22

Check out big brand licensing event at London’s ExCel with Tatty Teddy comp


With just a few days to go to a packed Brand Licensing Europe 22 that’s pushing sustainability and fashion as the main themes at this year, what could be better than being pointed in the direction of 22 things to see and do at the show.

This year’s BLE runs over 20-22 September, kicking off on Tuesday at London’s ExCel, at little later than usual with the show opening at noon to 6pm on the first day, Wednesday’s hours are 8am to 6pm, and it’s 9am to 4pm on Thursday.

Publishers and artists can register for a free ticket to attend at www.brandlicensing.eu and immediately start requesting meetings with over 220 exhibiting companies to find out how licensing works for the greeting card industry.

There’s even a competition to create a brand licensing programme for Carte Blanche’s iconic Tatty Teddy where someone could win £500 of Champneys Spa vouchers!

Above: The character parade is a highlight of BLE
Above: The character parade is a highlight of BLE

Anna Knight, senior vice-president of show organiser Informa Markets, said: “BLE is packed with content this year, so here’s my list of 22 things to see and do for BLE 22, which includes everything from our Fashion Theme to our Sustainability & DEI day on Thursday, 220-plus brands, thousands of IPs ready for licence, a spotlight on France, daily keynotes, networking drinks and much, much more.”

Launched in 1998, Brand Licensing Europe is the only pan-European annual event dedicated to licensing and brand extension. The London event features over 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors, and licensing agents.


1 NEW! It’s Easy Going Green – every day, BLE & POC Sustainability Café

The BLE & POC Sustainability Café, working with the show, Products Of Change will recycle materials from last year’s Sustainability Activation, and showcase sustainable consumer products and fashion lines from 12 brands, including Primark, The Eden Project, WasteBuster, Smiley, Wow! Stuff & RSPB, Hasbro & Asda, The Smurfs & Pure Top Table, and Discovery.

2 NEW! Time to be SustainaBLE – Thursday 12.30pm, Catwalk

Products Of Change, with United Nations and Junk Kouture, will present an educational and inspiring catwalk show with presentations and performances centred around the UN’s Sustainable Development Goals. Junk Couture will host an exclusive catwalk presenting recycled fashion designed and modelled by 13 to 18-year-old students.

3 Celebrate licensing rising stars – Kelvyn Gardner License This! finale, Thursday 10.30am-noon, License Global Theatre

Greeting card publishers Animo and Klara Hawkins have joined book brand The Spookysauraus as the trio competing for the Brand & Design award category.

4 Exclusive retailer competition to win £500 of spa vouchers, every day, Retail Lounge

An exclusive lounge for retailers to meet, relax and recharge as well as talk to the BLE team about taking part in next year’s popular Retail Mentoring Programme. Also – NEW for 2022 – take part in the competition to create a brand licensing programme for Carte Blanche’s Tatty Teddy and you could win £500 of Champneys Spa vouchers.

5 NEW! Know It All? –  every day, License Global Theatre

This year’s educational programme goes way beyond our daily keynotes to touch on topics including creative design, supply chain challenges, the impact of consumer trends on the future of retail, Location Based Experiences, new age consumer spending, sports licensing and a sustainability case study with Hasbro. Arrive early to claim a seat – access is first-come-first-serve and free to attend.

6 Art, Design & Image Licensing Zone – brands and IP

Meet the winners of last year’s Kelvyn Gardner License This! competition – Joel Mercer and Sophie Jonas-Hill – plus exciting artists, illustrators and their representatives, including V&A Photography, Frida Kahlo, and more.

7 Free Advice from Products Of Change – every day, POC Lounge

Meet the entire POC team – Helena, Rob and POC ambassadors – who will run free drop-in sustainability clinics and member meetups. Stand #F211

8 NEW! Reimagined Licensing U programme

Brilliant online and in-person content for BLE attendees from Licensing International, plus speed networking and mentoring – note there’s a cap of just 250 tickets for in-person content.

9 Get In Character – Tuesday 3.30pm/Wednesday 11.30am

The character parade, featuring the likes of Snowman, Smurfs, The Batman, Peter Rabbit, Pip & Posy and The Gruffalo, will hop, skip and plod through the hall for their annual photo opp. Make sure to get a selfie with your favourite characters and tag #BLE2022.

10 NEW! Free Orientation Sessions And Show Tours – Tuesday 12pm/Wednesday 9.30pm, License Global Theatre

New to BLE and/or licensing? Join the BLE team for free orientation sessions and show tours to help get the most from your visit.

11 NEW! Are You A Barbie Girl? – Tuesday 1pm, License Global Theatre

Barbie x Fashion is a very special opening day keynote, delivered by Richard Dickson, president and chief operating officer at Mattel.

12 NEW! Strike A Pose! – Tuesday 5.30pm Mattel/Wednesday 12.30pm Sega

Don’t miss the catwalk shows, hosted by Mattel and Sega, showcasing how Barbie and Sonic the Hedgehog have come to life through fashion collaborations.

13 NEW! Culture & Unity Catwalk – Thursday 10am, Catwalk

BLE’s Culture & Unity catwalk show is a showstopper with Black and LGBT+ designers, fashion, models and crew – some fresh from London Fashion Week – to inspire your new product range to be more inclusive. Don’t miss DJ Longers, DJ to Cardi B and Idris Elba, playing Afro beat and hip hop.

14 Character & Entertainment – brands and IP

Thousands of brands specialising in character and entertainment IP will be on the show floor, from Warner Bros with The Batman, and Hasbro with Peppa Pig, to WildBrain CPLG and Peanuts, Banijay Brands with Peaky Blinders, BBC Studios and Bluey, Aardman Animations’ Shaun The Sheep, IMPS with The Smurfs, Crunchyroll with Dragonball Z and many more.

15 Product Showcases – every day

Don’t miss the inspiring branded fashion products in our showcases next to the BLE Catwalk as well as dressing up this year’s BLE entrances.

16 NEW! Daily Keynotes – 1pm every day, License Global Theatre

For the first time ever, there’s a BLE keynote on every day,

Tuesday: Barbie x Fashion: Richard Dickson, president and coo at Mattel

Wednesday: Leaders Panel: Building a Post-Pandemic Retail & Licensing Strategy

Thursday: Panel Discussion: The Good Fight: How Purpose Breeds Success

17 Brands & Lifestyle – brands and IP

The FA, Transport for London, Tour de France, RSPB, Van Gogh Museum, UEFA Champions League, Marie-Antoinette, The Beatles, Absolut, Billie Eilish, Heinz Beanz, Pringles, Peperami, Federation Francaise de Football, and Elton John, are just some of the amazing brands to discover in the Brands & Lifestyle zone.

18 NEW! Vive La France! – 2022 country spotlight

BLE is introducing an annual Country Spotlight starting in 2022 with France, where the licensing market is valued at £5.85billion ($6.7bn). Don’t miss the French-themed Opening Night Party on Tuesday and the chance to meet with many exhibiting French brands and agents including Asterix, Tour de France, & Dakar, ChefClub, Ubisoft, Crunchyroll, Sophie La Girafe, Cyber Group Studios, Bandai Namco Europe, Le Petit Prince and many more. And there’s French Community Drinks from 5.30-6pm on Tuesday at the BLE bar.

19 A Sporting Life!

Don’t miss the huge array of sport brands in the Brands & Lifestyle Zone, including AC Milan, Admiral Sportswear, Chelsea FC, DFB German Football Association, Dorna Sports (Moto GP), FC Barcelona, FC Internazionale Milano, FC Porto, Federacao Portuguesa de Futebol, Formula E, Manchester City FC, McLaren, Rugby World Cup 2023, Sport Lisboa e Benfica, The FA, Tour de France, UEFA Club Competitions and WWE.

20 The Queen Of Arrivals…

Don’t forget that the Elizabeth Line has now opened, making it quicker and easier than ever to get to ExCeL from east, west and central London. For information on travelling to ExCeL, click here.

21 Cheers! 

Join a celebratory drink at one of the networking events:

France Licensing Day Launch: Tuesday, 5.30pm, BLE Bar

Opening Night Drinks: Tuesday, 6pm-8pm, BLE Bar & Motul Bar

Exhibitor [only] Drinks: Wednesday, 6pm-8pm, Novotel

22 Aaaand Relax…

The Wellness Lounge returns for attendees to enjoy some quiet space to work or take a break from the show floor. Water refill stations and phone-charging tables available.

London Stationery Show is the UK’s only event dedicated to the stationery, arts, crafts, paper and writing instruments sector. The acquisition also includes Stationery Matters magazine/online and National Stationery Week....
GCA mps Feature image
GCA’s Westminster event garners politicians’ support to protect Royal Mail service...
Winning women Feature image
Wrendale’s Hannah Dale leads quartet of female entrepreneurs to latest business honours...
Kids ukg Feature image
The Sun’s charity card packs now on sale to buy gifts for youngsters in hospital...
GBCC David Walliams Feature image
Top-selling children’s author tells millions of followers about new licensed card collection...
Woody crisis Feature image
Publisher helps make Christmas Day one to remember for many homeless...
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.