Brand Licensing Europe (BLE) opened its doors yesterday (October 7) with new data from Licensing International and Circana showing that the European licensing industry continues to outperform the wider economy, delivering growth ahead of inflation and strong consumer demand across multiple categories.
The statistics reveal that items using the name, logo, characters, or designs of another brand, franchise, or intellectual property rose by 3.4% in 2024 – taking the value of the European brand licensing market to $79.3 billion. In the UK -the largest market in Europe and second only to North America – revenue grew by 1.7% to $17.9 billion.
Maura Regan, president of Licensing International, said: “Our latest data demonstrates the strength and adaptability of licensing even in the most uncertain economic climates. Europe is a key engine of this growth, driven by the incredible diversity of properties – from entertainment and fashion to corporate brands and non-profits – that resonate with consumers. The relationships formed and strengthened at events like Brand Licensing Europe are crucial to support the ongoing expansion of the global brand licensing industry.”
Rory Partis, director of UK Toys at Circana, added: “Licensing’s ability to connect fans with the brands they love is a unique competitive advantage. The toy market is a bellwether for consumer confidence, and the acceleration of licensed toy sales across Europe tells a powerful story. With licensed toys growing at double the rate of the wider market, it’s clear that consumers continue to seek out the characters, stories, and sports brands they love. From anime and pro sports to blockbuster movies, licensing is fuelling engagement and growth across every channel. Our findings underline why licensing remains such a vital driver of retail success.”
BLE plays host to major entertainment studios, music labels, sports clubs, heritage and cultural institutions, and corporate brands – all seeking partners to collaborate with on product lines designed for fans and worth millions.
Part of the Global Licensing Group at Informa Markets, the show runs until October 9 at ExCeL London, bringing together more than 2,500 brands and 11,000 licensees, manufacturers, retailers, distributors, and licensing agents.
Anna Clarke, SVP licensing for the Global Licensing Group, commented: “We’re thrilled to open the 26th edition of BLE with such a positive story for our industry. These insights prove that licensing is not only resilient but thriving – consistently outperforming inflation and creating opportunities for brand owners, retailers and manufacturers. This is why the event is THE meeting place for the European licensing industry. It’s where the data we’ve seen from Circana and Licensing International comes to life, informing trends and brand partnerships we’ll see on shelves at retail in 2026 and beyond.”
Registration is free and open now at www.brandlicensing.eu.
www.LicensingInternational.org
