The LBE Trail showcases Peppa Pig’s Afternoon Bus Tour, a retro gaming activation, Mattel’s Tiger Shark Hot Wheels Monster Truck and much more.

Brand Licensing Europe (BLE) will host a new Location Based Experiences (LBE) Trail at this year’s event, which takes place Wednesday 4th to Friday 6th October at Excel London.

The trail will include:

Peppa Pig Afternoon Bus Tour in collaboration with Brigit’s Bakery located at D205

• Brigit’s Bakery, in collaboration with Hasbro / Entertainment One’s Peppa Pig, are collaborating to create the Peppa Pig Afternoon Tea Bus Tour using the iconic 1960 Routemaster Bus. Visitors can visit the actual bus and talk to the Brigit’s Bakery team about exactly what was involved in bringing this experience to life.

The Terminator Skynet bar at C141

• Step into a dystopian future where machines rule the world, and humans fight for survival at the ultimate Terminator Skynet Bar experience. Located in the heart of BLE’s showfloor, immerse yourself straight into the captivating post-apocalyptic universe of the Terminator franchise.

Tiger Shark Hot Wheels Monster Truck at E140

• Coming in at almost three metres high, this is a rare opportunity to see the Truck up close and personal as it prepares to take part in the recently announced Hot Wheels Monster Trucks Live Glow Party taking place around the world in 2024 & organized by Family Entertainment Live and Mattel, Inc.

Peppa’s Party Café located at B211

• Come and celebrate in Peppa’s Party Café open throughout all three days of the show. Eat, drink and experience the world of Peppa and friends – there are plenty of opportunities for selfies.

The Arcade at E160

• Step into a world of pixelated nostalgia at The Arcade, a retro arcade zone on the show floor. Visitors will be able to immerse themselves in the spirit of the golden age of gaming as they venture through rows of classic arcade games. Unleash your inner child and rediscover the joy of simple yet exhilarating gameplay.

Colour-In-Nature with The Natural History Museum at B272

• With an abundance of incredible species from natural world just waiting to be brought to life, visitors can retreat from the event hustle and bustle and pick up a pen and get creative with the Natural History Museum’s colouring in wall. Get inspired, get mindful, get colouring!

The VR Lab at D244

• Where reality blurs and imagination reigns supreme! Not just an experience, it’s a virtual adventure waiting to be explored. Attendees will be able to immersive themselves in the future of technology and try their hand at our VR games and challenges.

Other activations include:

• See a McLaren 720S (B274)
• Grab a drink and watch live matches at the Sports Bar (E235)
• Enjoy in-hall food trucks offering delicious hot meals and snacks in the Food Court (E225)
• Make some time for a bit of R&R in the Relaxation Lounge (E134)
• Rest easy at The Lounge Bar (C260)
• Check out the Brands Untapped Footwear Showcase (E174) showcasing some of the coolest footwear collabs, including Transformers x Irregular Choice – a first look preview opportunity plus The Met x Dr Martens, Minecraft x Crocs, Sesame Street x Vans, Playboy x KOI and Playboy x Duke & Dextor, and championing the creatives behind the launches.

“LBE is a huge and growing trend and one that has the potential to affect everyone in the most positive ways,” said BLE event director Ella Haynes. “It’s also a category that embraces brands, designers, manufacturers and retailers: the entire brand licensing ecosphere. That’s why we wanted to create experiences at BLE that would let people enjoy LBE first hand and be inspired by the people who have experienced success. We have a trail of activations on the show floor, our keynote from Hasbro and The Path Entertainment Group, our trend sessions and masterclass, and much more. I know everyone’s BLE calendars are bursting with meetings, but I encourage you to carve out a little time to learn about the opportunities in LBE and how they can positively impact your business.”

Speaker sessions on LBE include:

Wednesday 4th October 2023

12:30-1:15pm – Passing Go: Bringing the World’s Biggest Board Game to Life

Hasbro and The Path Entertainment Group will explore the creative pursuit, potential, and problem-solving required to turn Monopoly into one of the most talked-about activations on the experience market today.

• David Hutchinson, CEO, The Path Entertainment Group
• Matt Proulx, vice president, LBE, Hasbro

2:00-2:30pm – Location Based Entertainment Trends

LBE is a $3.29 billion market and is expected to grow 30% to 2030. The experience economy is of growing importance to licensors and brand owners to creative experiences for fans and customers to engage with their brands in new and exciting ways. Find out the key trends impacting LBE in this session from a brand perspective:

• Ella Baskerville, business development director, Blooloop
• Ngaio Harding-Hill, head of attractions & live experiences, Aardman
• Danielle Tanton, head of licensing, The Path Entertainment Group & vice president, Themed Entertainment Association Europe & Middle East Division

Thursday 5th October 2023

2.00-2.45pm – LBE: How to Master the Experience Economy

Location-based Entertainment has created a new layer of engagement for fans and families worldwide, but how can brands navigate the market, find the right format to maintain authenticity and work with best-in-class partners? License Global will be speaking with experts from across the market to shed light on how shared experiences can become life-long memories.

• Alex Sanson, senior brand manager, Magic Light Pictures
• Matt Wild, director, Wild Creations
• Gary Pope, CEO and co-founder at Kids Industries
• Brian Hook, CCO, The Everywhere Group.
• Moderator: Ben Roberts, EMEA content director, License Global

The BLE 2023 agenda – now complete with speakers and participants – is available to view online. All sessions are free to attend and focus on the trends defining brand licensing, extensions and collaborations with sector specific sessions covering gaming, Location Based Experiences, fashion, food & beverage, anime and animation. Seating is allocated on a first come first served basis, so visitors are advised to arrive early to avoid disappointment.