{"id":48641,"date":"2026-07-15T15:52:43","date_gmt":"2026-07-15T13:52:43","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=48641"},"modified":"2026-07-15T15:54:12","modified_gmt":"2026-07-15T13:54:12","slug":"interview-with-ella-haynes-ble-event-director","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/interview-with-ella-haynes-ble-event-director\/","title":{"rendered":"Interview with Ella Haynes: BLE event director\u00a0\u00a0"},"content":{"rendered":"

Licensing Italia<\/strong> interviewed Ella Haynes, Event Director of BLE<\/strong>, to discuss the key highlights of this year’s edition, the evolution of the European licensing market, and the event’s increasingly strategic role for brand owners, retailers and manufacturers.<\/p>\n

LI: What are the main new features and highlights of Brand Licensing Europe 2026?<\/span><\/b>\u00a0<\/span><\/p>\n

EH: <\/span>BLE 2025 was an incredible event.\u00a0Our mission\u202fwas\u202fto grow the \u2018E\u2019 in\u00a0BLE\u00a0and\u00a0we recorded\u00a0our biggest ever European audience\u00a0with\u00a0an 8% uplift in visitor numbers from France, Italy,\u202fGermany\u202fand Spain. This really\u202fcemented BLE\u2019s role as the hub for the European licensing and brand extension industry.<\/span><\/p>\n

For 2026, we will be\u00a0building on this strategy\u00a0to\u00a0grow\u00a0our European\u00a0attendance even\u00a0further\u00a0because\u202fit\u2019s\u202fso\u00a0important that BLE truly reflects the entire European market.\u202fWe\u202fwill continue to spotlight Europe through our content,\u202fexhibitors\u202fand IP on display to elevate the opportunities the European market has to offer.<\/span>\u00a0<\/span><\/p>\n

We are also expanding\u00a0our networking and content offerings\u00a0this year; all designed to elevate the attendee experience and make\u00a0<\/span>BLE<\/span><\/a>\u00a0more engaging and tailored to individual objectives.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

In addition to registering for our standard pass (this is free until 5 October), attendees can now\u00a0purchase\u00a0optional add-ons focused on helping them achieve learning or networking goals.<\/span>\u00a0<\/span><\/p>\n

The Explorer Pass includes access to Licensing Unlocked, BLE\u2019s pivotal digital\u00a0educational\u00a0platform, and the Networking Pass provides\u00a0additional\u00a0credits for our online Event Planner, which means attendees can connect with a broader range of brands and arrange more meetings at the show.<\/span>\u00a0<\/span><\/p>\n

Our Networking Hub will be\u00a0bigger and better\u00a0and help attendees foster even more meaningful connections. The content programme will feature fresh formats, diverse\u00a0topics\u00a0and an enriched line up of global contributors, thanks in part to\u00a0our\u00a0<\/span>first open call for speakers \u2013 which\u00a0remains\u00a0open\u00a0until 31 July.<\/span><\/a>\u00a0<\/span>\u00a0<\/span><\/p>\n

And, finally, our online Event Planner is now powered by AI working alongside a dedicated human concierge team.\u00a0The Event Planner is our essential free-to-use scheduling too, which allows attendees to request and arrange meetings with brands at the show, as well as plan their itineraries by adding conference sessions and browsing time. The combination of AI and human handholding means our attendees can strategically plan their BLE experience and maximise their time at the event.<\/span>\u00a0<\/span><\/p>\n

LI: Beyond entertainment and character licensing, which areas are becoming increasingly significant at BLE, such as corporate brands, art & museums, sport, food & beverage or lifestyle?<\/span><\/b>\u00a0<\/span><\/p>\n

EH: The brands & lifestyle zone at BLE has grown year on year in line with the increasing strength of the category; when it comes to consumer product development, these brands are some of the most creative and groundbreaking in the licensing sector right now. <\/span>\u00a0<\/span><\/p>\n

The<\/span>\u00a0<\/span><\/b>European museums and heritage\u00a0sector\u00a0is\u00a0truly\u00a0blossoming.\u00a0More\u00a0institutions\u00a0are\u00a0recognising\u00a0it\u2019s\u00a0possible to protect\u00a0and\u00a0respect\u00a0their\u00a0archives\u00a0while also\u00a0being\u00a0innovative\u00a0and\u00a0creative.\u00a0Early leaders include the UK\u2019s V&A and Natural\u00a0History Museum, and the latter\u2019s partnership\u00a0with paint\u00a0brand\u00a0Farrow & Ball in 2019\u00a0was\u00a0genuinely groundbreaking for the category.\u00a0The Netherlands\u2019 Van Gogh Museum has also consistently pushed boundaries with collabs including Vans,\u00a0Pok\u00e9mon\u00a0and\u00a0Floral\u00a0Street.\u00a0<\/span>\u00a0<\/span><\/p>\n

Creative consumer products are a powerful commercial engine for the sector, driving revenue and audience acquisition, so it\u2019s no surprise BLE will host its biggest museum and heritage offering ever with new brands including Tate and National Trust for Scotland appearing alongside\u00a0<\/span>Science Museum, Imperial War Museum, London Zoo, National Gallery, Ashmolean Museum, English Heritage, Royal Shakespeare Company and more.<\/span>\u00a0<\/span><\/p>\n

BLE will also feature its biggest sports zone yet. The\u00a0ATP Tour\u00a0is\u00a0exhibiting\u00a0for the first\u00a0time\u00a0and\u00a0will join\u00a0returning brands\u00a0FC Barcelona, Formula 1, UEFA Club Competitions, Manchester City FC, Tour de France, Ballon d\u2019or, Galatasaray, 24 Hour Le Mans, French Football Association, Legends, The Springboks, Moto GP, Newcastle United, FC Porto,\u00a0Federa\u00e7\u00e3o\u00a0Portuguesa de\u00a0Futebol, Sport Lisboa e Benfica and Sporting Clube de Portugal, with more to come.<\/span>\u00a0<\/span><\/p>\n

LI: Which Italian companies will be exhibiting at BLE 2026?<\/span><\/b>\u00a0<\/span><\/p>\n

EH: BLE is a truly European event and there is a regular stream of Italian brands attending each, including <\/span>Atlantis, LEONI, PANINI, PEA, Perfetti Van Melle Group, Rainbow, SABOR & SUGI and\u00a0Sinigaglia.\u00a0This year, we are delighted to welcome two brand new exhibitors \u2013 lab-go and NAVIGARE.\u00a0We also see\u00a0many of our exhibitors, f<\/span>rom Mattel to Sanrio and Paramount to Hasbro,\u00a0<\/span>bringing\u00a0their\u00a0Italian teams to BLE to\u00a0share their intelligence\u00a0about the market with retailers and\u00a0manufacturers\u00a0to\u00a0deepen those relationships and partnerships.\u00a0<\/span>\u00a0<\/span><\/p>\n

LI: How does BLE fit within the wider portfolio of licensing events organised globally by Informa and the Global Licensing Group?<\/span><\/b>\u00a0<\/span><\/p>\n

EH: Licensing Expo in Las Vegas in May was a record-breaking event and is designed to unite the global licensing industry and this year it truly underscored its strength and showcased the innovation and collaboration driving it forward. Our fourth <\/span>France Licensing Day<\/span><\/a>\u00a0in June, which is focuses on doing business in the local market, also broke\u00a0records\u00a0after moving to a new venue this year to allow the event to scale and bring in content to educate the French Market. And we host\u00a0Licensing Expo Shanghai takes place in July.\u00a0<\/span>\u00a0<\/span><\/p>\n

BLE\u00a0follows\u00a0in October\u00a0and is designed to\u00a0build on the Licensing Expo experience by offering\u00a0the\u00a0European perspective;\u00a0it\u2019s\u00a0a unique platform highlighting the creativity and competitiveness of European brands and how they can make a significant impact on the global stage.<\/span>\u00a0<\/span><\/p>\n

LI: What role does BLE play today for European licensing professionals, especially in terms of networking, trend scouting and business development?<\/span><\/b>\u00a0<\/span><\/p>\n

EH: Your question is actually a really great summary of BLE and why over 11,000 <\/span>retailers, brand owners and manufacturers<\/span>\u00a0attend every year.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

This year, BLE takes\u00a0place 6-8 October at Excel London\u00a0to\u00a0<\/span>connect retailers and manufacturers with\u00a0<\/span>over 300 exhibitors and thousands of\u00a0<\/span>the world\u2019s biggest brands<\/span><\/a>, including Bluey, Pok\u00e9mon, Barcelona FC, Le Petit Prince, Coca-Cola, LEGO, Asterix, Minecraft and Peppa Pig\u00a0and so many more.\u00a0<\/span>\u00a0<\/span><\/p>\n

In a market where availability, speed and differentiation are critical,\u00a0early access\u00a0to the right IP equals competitive advantage\u00a0and\u00a0that\u2019s\u00a0what BLE offers: it\u2019<\/span>s the central hub for the European licensing community –\u00a0a place to connect, collaborate and innovate. It offers:<\/span>\u00a0<\/span><\/p>\n