Brand Licensing Europe (BLE), the continent’s leading event for licensing and brand extension, has announced that the theme for 2023 will be Location-Based Experiences (LBE).
The event takes place from 4 – 6 October at London’s ExCel and organisers have revealed that more than 140 exhibitors have already confirmed their place, including well-known brands like Paramount, Sega, FC Barcelona, Crunchyroll, Abysse Corp, Banijay Brands, Bravado, Jazwares, Capcom, Tour de France, Rights & Brands and MGA Entertainment.
Plus, Pokémon and Hang 10 will have an increased presence this year, and Spanish license Stor, BioWorld and The Wombles are exhibiting at BLE for the first time.
Show will feature dedicated LBE pavilion and stage
LBE was also key at last year’s Licensing Expo in Las Vegas, where exhibitors showed full support for the theme. For instance, Hasbro created an entire LBE-themed stand, featuring the My Little Pony & Transformers Hotel Collection in Shanghai, which is the first themed hotel of its kind, alongside Monopoly Lifesized and the Top Hat Restaurant & Bar in London and the Nerf Challenge in North America.
Attendees at BLE 2023 will be able to explore the LBE theme through a number of events, including LBE-focused keynotes on 4 and 5 October, and a dedicated 400-square-metre LBE pavilion. Exhibiting enquiries are welcome from brands and licensees, with tailored packages available for show floor exhibiting and non-exhibiting companies.
There will also be an LBE Stage, where attendees can enjoy a range of engaging LBE moments throughout the three days of BLE, and special LBE-themed show entrances.
LBE is a huge market
Ella Haynes, BLE event director, says: “LBE is already a huge market (valued at $3.29 billion in 2022) and is only going to get bigger (30% growth expected by 2030) as it expands into more categories and touches more diverse audiences and the potential for brands to get involved to both drive and benefit from this growth is massive.
“Its 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 multi-generational experience sharing and engagement.
“But, also, because LBE is now much more than theme parks. 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 Monopoly Lifesized.”
“Magic Light Pictures first delighted preschoolers on the Gruffalo Trail as long ago as 2010 and many retailers have since enjoyed the benefits of LBE with ‘retailtainment’, such as Primark’s Greggs, Peaky Blinders, Disney and Friends in-store pop-ups and Westfield’s Squid Games experience.
“LBE basically exists to make consumers smile and spark a deeper, more immersive and engaging brand connection that leads to loyalty and purchase, so it’s a joyous space to be in. Our goal for BLE 2023 is to replicate that joy on the show floor and show retailers, licensees and brands how getting on board can be truly business-changing.”
For more information about Brand Licensing Europe 2023, please click here.
*The Journal of Consumer Psychology
