25 years of Brand Licensing Europe
Now a quarter of a century old, Brand Licensing Europe (BLE) provides a platform for companies to showcase and present licensing opportunities. License Global is taking this anniversary as an opportunity to look back on the beginnings and development in the run-up to the celebrations.
The beginnings
Brand Licensing Europe (BLE) first took place in 1999 at The Landmark Hotel in London's Marylebone. BLE was created in response to the growing demand for a dedicated platform in Europe where companies could showcase their brands for licensing opportunities.
Exhibitors at this first event, then called Brand and License London, included BC Worldwide, Carlton International, The Britt Allcroft Company, London Transport, The Copyrights Group and Link Licensing. Ahead of the event, Leysa Kay, event director at the original organizing company Single Market Events, told Campaign.co.uk that the “boom in licensing across Europe, particularly in brand extensions, has increased the need for a UK industry event.”
BLE grew in size and scope
“Our research has shown that licensors, licensees and retailers urgently need a high-profile, business-focused event that brings together all sectors of the industry,” Kay told Campaign.co.uk. “The show looks at how to grow and strengthen your brands, and merchandising is a powerful way to do this.
Over the years, BLE grew in both size and scope, leading to its first change of venue in its second year when it moved to north London's Business Design Centre, where it was held in 2000 and 2001. In the early 2000s, the number of exhibitors and attendees grew, reflecting the increasing importance of licensing in brand strategy. As part of the expansion, the event moved to London's Earl's Court in 2002, where it appealed to a wider range of industries, including lifestyle brands, corporate brands and art and design. Although the event is focused on Europe, its influence became global. Companies from outside Europe began to attend as they saw BLE as a key event to enter the European market.
The BLE had many challenges to overcome
Schedule changes, registration queues, COVID-19, the Queen's funeral, rail strikes, a fire and a flood. But she received support from all corners - from exhibitors, participants and partners.
More about the history of BLE: https://www.licenseglobal.com/brand-licensing-europe/brand-licensing-europe-is-25
Source: https://www.licenseglobal.com/brand-licensing-europe/brand-licensing-europe-is-25