Spring Fair has announced that The Licensing Lab, which launched at last year’s show, will return “bigger and better” for 2026, bringing together brand owners, designers, agents, and suppliers to showcase the power of licensed products in driving innovation, storytelling, and retail success.
Buyers can expect to discover Aardman, Joules, Pink Pig, Emma Lawrence Designs, Tantau Studio, and Fabacus. Threewise Entertainment will also showcase Bagpuss as this heritage brand celebrates its 52nd birthday.
Yvette Marshall, account manager at Spring Fair, said: “From The Traitors merch flying off shelves to must-have Liberty collaborations, licensing is everywhere. That’s why Spring Fair 2026 is growing the Licensing Lab – a central hub uniting licensors, licensees, designers and agents to explore how creativity drives commercial growth. Whether you create, own, or represent IP, the Licensing Lab puts your business at the centre of the licensing conversation.”
“From The Traitors merch flying off shelves to must-have Liberty collaborations, licensing is everywhere. That’s why Spring Fair 2026 is growing the Licensing Lab”
Jackson Szabo, portfolio director at Spring Fair, added: “Licensing has never been more important to the retail sector. The Licensing Lab will create a dynamic space for the industry to come together, share ideas and celebrate the potential of great partnerships. It’s about connecting creativity with commerce and helping brands bring their stories to life in retail.”
Announcing its full line-up soon, confirmed speakers on the Licensing Lab stage include Andrew Xeni, CEO of Fabacus; Michael Ford, CEO and creative director of Threewise Entertainment; and Emma Lawrence, founder of Emma Lawrence Designs.
Curated as part of Spring Fair’s new ‘Retail Alchemists’ creative direction, The Licensing Lab celebrates the growing role of licensing in shaping retail. It offers a 360-degree platform connecting exhibitors with more than 4,000 registered buyers interested in licensing, as well as Spring Fair’s broader audience of 38,000 gift, lifestyle, home, fashion and garden buyers.
Spring Fair takes place from February 1 to February 4 at the NEC in Birmingham.
Registration for the exhibition is now open at www.springfair.com
