Toy World caught up with Ella Haynes, event director, Brand Licensing Europe to discuss the main innovations and updates introduced for BLE 2023.

No sooner had the Informa team returned from this year’s Licensing Expo in Vegas, than their attention was turned to this year’s Brand Licensing Europe (BLE), taking place from 4th-6th October at ExCeL in London. Please note, this year’s event runs from Wednesday to Friday.

So firstly, how was Vegas Licensing Expo?

It was amazing and we all came back buzzing.12,000 attendees came to Expo, that’s 13% up on last year, and it was the highest quality of attendees ever. 60% of visitors were C-suite or director-level executives. Plus, we had a record-breaking 47% increase from 2019 on retailers.

So now it’s all eyes on BLE In October – tell us more.

It is, indeed. Our 24th BLE will be a fully in-person event; we already have over 150 exhibitors confirmed and our theme for 2023 is LBE – location-based experiences.

Last year, we saw our highest event retail representation with European and global retailers including Inditex, Carrefour, El Corte Ingles, Primark, Toys R Us, Amazon and many more in attendance. Our head of Retail, Laura Freedman-Dagg, is working hard to further increase the volume of retailers attending, particularly from mainland Europe, while maintaining the quality of buyers that visited in 2022.

What are the main innovations and updates introduced to BLE 2023?

The big one is our LBE theme, location-based experiences. This refers to any out of home experience and/or entertainment. Traditionally, we think of LBE as theme parks and video games arcades, but it is so much more than that. In London alone, we have seen sell-out successes with the likes of Secret Cinema, the immersive Van Gogh and David Hockney exhibitions, Abba Voyage and, of course, Monopoly Lifesized, which is the focus of the first of two LBE-themed keynotes that we have announced.

Hasbro and The Path Entertainment Group are co-presenting in a session called Passing Go: Bringing the World’s Biggest Board Game to Life. Hasbro’s vice president of LBE, Matt Proulx, and David Hutchinson, CEO, The Path Entertainment Group, will explore the creative pursuit, potential and problem-solving that was required to turn Monopoly into one of the most talked-about activations on the experience market today.

Why have you chosen this theme?

It appeals to everyone: consumers, brand owners, designers, service providers, licensees, manufacturers and retailers. It’s broad too – from theme parks to escape rooms, to immersive retail experiences and pop-up stores, we want to shine a light on ‘brand experiences outside the home’. We all have brands that we hold close to our hearts, and this passion for brands is why we love to experience them and connect with them in different ways. It’s a growing category, yet it still offers so many opportunities.

LBE’s success is partly explained by the consumer preferences of new generations. While goods count for 39% of purchases by 21-34 year-olds, experiences count for 59% – plus a growing desire (partly spurred on by the pandemic) for in-person contact and multi-generational experience sharing and engagement.

LBE exists to make consumers smile and spark a deeper, more immersive and engaging brand connection that leads to loyalty and purchase. Our goal for BLE 2023 is to replicate that brand experience on the show floor and show retailers, licensees and brands how getting on board can be truly business changing.

Who do you think this theme will appeal to?

If you’re a brand owner looking to break into the LBE space or you’re still figuring out how to start those conversations, then BLE is a must-visit. And if you’re a retailer focused on creating that in-store point of difference, which must include experiential or retailtainment these days, then, again, BLE’s LBE theme is the perfect way to discover the innovation and excitement surrounding this category. And if you design LBE experiences then it’s a no-brainer – brands allow you to create a richer and more immersive experience and build on an existing and loyal fanbase to drive customers.

How are you incorporating LBE into BLE?

There will be lots of great LBE-themed content including:

• LBE-focused keynotes on Wednesday 4th and Thursday 5th October, plus an LBE trends session and panel debate.
• LBE Pavilion – a huge stand at 400 sq m (the size of two tennis courts) – housing up to eight exhibitors showcasing immersive and inspiring LBE content that visitors can walk through, around and interact with.
• LBE-themed show entrances – watch this space for more details.

Why should people attend BLE 2023?

Brand Licensing Europe is THE number one opportunity to rub shoulders and do business with the world’s biggest brand owners, retailers and manufacturers; the place to discover the widest range of brands for license and secure deals with the most influential brands.

Whether you are a retailer, marketer or manufacturer, whether you have been in the licensing industry for 10 minutes or 10 years, I guarantee you will find something at BLE to boost your career, your business and your creativity. And don’t forget our brilliant networking events starting with Welcome Drinks from 5pm-7pm in the hall at the end of day one.

Readers who have not already registered can do so here.