The Rocket Licensing Challenge is back at BLE, on Stand A205 – and this year’s challenge is truly out of this world.

Rocket Licensing and the European Space Agency (ESA) are asking visitors to Brand Licensing Europe, which takes place 4th-6th October at Excel London, to identify three heavenly bodies based on their smell.

Scientists have revealed what space smells like. The three Rocket Licensing Challenge examples are all based on what is currently known, according to astronauts’ experience and the chemical composition of various celestial bodies. The three scents in three corked test tubes represent three such bodies: they could be planets, stars, gas clouds, asteroids or comets.

Visitors to stand A205 at BLE are invited to take a sniff and then guess where the smell comes from. They’ll get some help (it’s a big solar system, after all), as Rocket will provide a list of 10 options. The winner will be the person who guesses the three answers correctly – though there may have to be a tiebreaker – with the magnificent Rocket Challenge Cup going to the winner.

Those with a nose for science, who want to take part in The Rocket Licensing Challenge, are advised to look for the Rocket representatives at the show: they’ll be in lab coats with a rack of test tubes and clip board. The event takes place on the first day of BLE and the winner will be announced first thing on Thursday.

ESA offers a unique opportunity to share the excitement of space and space science with a real badge of authority and an exclusive range of assets. ESA licensees are able to develop product based on some of the most exciting adventures and scientific discoveries of our lifetime. The brand is supported by a new style guide, and with the 50th anniversary celebrations set to take place in 2025, plus new launches and missions on the horizon, the brand will continue to build momentum.

The range of licensed products already includes apparel, model launchers and limited-edition prints. More partner announcements will be made very shortly.

Charlie Donaldson, joint managing director of Rocket Licensing, said: “We have done some kind of game or activity almost every year of the show since we started exhibiting in 2007 but this is undoubtedly the most out of this world! It’s also a lot of fun, but based on some very sound science. Come to stand A205 on day one and find out more.”