Q&A: Laura Freedman-Dagg, Head of Retail, Brand Licensing Europe
BLE is a trade show serving the brand licensing industry. Brand licensing is when a retailer essentially ‘rents’ the use of a brand to create a specific range of consumer products. So, that could be Bluey pyjamas, Stranger Things hoodies, a Liverpool Football Club water bottle, for example.
Retailers are our VIP attendees – they are absolutely central to the event. My role is to make sure they have a productive and valuable time. That includes connecting them with the right brand owners and helping them navigate the show efficiently. I also work closely with our marketing team to grow and qualify the retail audience, ensuring they understand the value of brand licensing before they arrive.
What is Brand Licensing Europe – what is your USP?
BLE is the only event in Europe dedicated to brand licensing. It’s a pan-European show that brings together the entire licensing ecosystem under one roof. Exhibitors are typically brand owners, while attendees include manufacturers and retailers looking to license IP for their products. We’re part of Informa’s Global Licensing Group, which gives us international reach and insight. BLE’s strength lies in its ability to bring people together face-to-face to explore long-term partnerships. In licensing, relationships are everything – and BLE is where they begin.
What’s special about your offering to retailers?
Retailers at BLE receive tailored support. Some, like H&M, Primark, Zara, and Tesco already understand licensing well and use it as a key strategy to attract customers through branded products. For them, we ensure a smooth experience and facilitate high-value meetings.
But many retailers are newer to licensing. They may not even know which brands to approach – they just know their customers are into things like fairies, dinosaurs or retro cars, for example. For those attendees, we provide concierge-level support: helping them refine their objectives, connect with the right exhibitors, and book meetings in advance. Time out of the office is a big ask, so we make sure every minute at BLE is well spent.
What advantages does brand licensing give retailers?
Brand licensing is a powerful tool for differentiation. In a crowded retail landscape, it offers a unique way to stand out. Buyers are data-driven and understand that consumers are more likely to spend on products that connect with their identities, passions or fandoms. Licensing taps directly into that.
It also opens the door to exciting marketing and multi-channel campaigns. Whether it’s influencer partnerships, in-store activations or co-branded content, licensing enables creative, culturally relevant engagement. It’s become a vital part of any retailer’s toolkit – and how far they take it depends on their ambition.
How does visiting BLE give them competitive advantage?
Attending BLE gives retailers a clear edge. It’s one thing to read a trend report, but it’s another to meet the people behind the brands, ask questions and assess potential partnerships face-to-face. BLE lets buyers compare offers in real time, understand brand values and get a feel for how a relationship might work in practice.
Even when you don’t make a deal on the spot, building those relationships can lead to opportunities down the line. Licensing is a long-term commitment, and in-person trust-building is key. At BLE, those doors open much faster.
What challenges and opportunities do you see in UK retail this year?
Uncertainty is the big challenge. Economic pressures are making both consumers and businesses cautious. When confidence dips, risk aversion rises – and licensing can sometimes feel like a risk. But I’d argue the opposite: working with trusted brands and proven IP actually offers security. It gives retailers the ability to tap into built-in audiences with emotional loyalty.
On the opportunity side, there’s a real resurgence in experiential retail. We’re seeing more pop-ups and brand-led stores – think the Peppa Pig store in Battersea Power Station or the Rolling Stones shop on Carnaby Street in London. Brands are becoming retailers themselves, blurring traditional lines. That can feel disruptive, but it also creates exciting new ways to reach consumers and should be seen as an opportunity, not a threat.
How does brand licensing address the challenges?
BLE, and brand licensing more broadly, is incredibly adaptable. If we see something gaining traction in the market – be it sustainability, kidulting, gaming or new retail formats – we can spotlight it quickly through our theatres, exhibitors and content. We respond in real-time to what the market needs.
As for challenges, BLE is the ideal environment for solving them. When issues arise – like tariffs, shifting consumer habits or economic shocks – there’s no better place than a room full of engaged industry leaders to discuss how to tackle them together. That’s the power of convening in person.
So, who attends BLE?
Our visitors are predominantly retailers and manufacturers. 1,500 retailers attended BLE last year – a record for the show and we’ve been around for 25 years. These included Aldi, Bershka, C&A, Celio, Dexy Co, Dick’s Sporting Goods, El Corte Ingles, Forbidden Planet, H&M, JENNYFER, Lidl, LUSH, Mango, Marks & Spencer, Mercadona, Miniso, Primark, Pull&Bear, Stradivarius, Tesco, Undiz, Uniqlo, Zara and many more.
Brand Licensing Europe takes place at Excel London from 7-9 October and retailers are invited to attend for free. To register, click here. Please note, visitors to BLE from outside the UK may need to apply for an ETA, which can be done quickly and easily here.
