With Brand Licensing Europe (BLE) fast approaching, we caught up with Anna Knight, SVP Licensing at Informa Markets, to explore how the show continues to support the giftware sector. As one of the world’s leading licensing events, BLE connects brands, retailers and manufacturers with fresh opportunities and emerging trends.

In this exclusive interview, Anna shares insights into BLE’s vision for the next few years, key growth categories and why now is the perfect time for giftware businesses - from start-ups to established brands - to explore the licensing world. 

What is the overarching vision for BLE in the next 2–3 years, and how does it align with the evolving needs of the giftware and licensing sectors?  

Over the next two to three years, BLE’s vision is to evolve in step with the licensing and giftware landscape: showcasing the most relevant, high-growth categories and delivering real value for exhibitors and attendees alike.  

The industry has seen rapid growth in sectors like food & beverage, health & beauty, sport and gaming and BLE will reflect these trends on the show floor.  

As a truly European show, BLE will continue to deepen its reach across the region, continuing to serve the UK - the world’s second-largest licensing market - as well as key markets in Western, Central and Eastern Europe, and the Middle East.  

At the same time, we’ll enhance the overall event experience, blending ROI-driven tools and tech with curated “wow” moments that spark discovery and FOMO. For the giftware and licensing sectors, this means access to fresh, relevant IP and emerging categories that are directly aligned with retail and manufacturing trends - ensuring BLE stays both a barometer of what’s hot and a catalyst for what’s next. 

What new sectors or categories is BLE focusing on that might be relevant to giftware businesses? 

BLE is seeing strong growth in categories that present exciting opportunities for giftware businesses - particularly in the non-profit, museum and heritage sectors. This year’s line-up includes prestigious names like the Natural History Museum, the V&A, London Zoo, Ashmolean, RHS, Imperial War Museum, and Save the Children - offering rich storytelling and highly giftable IP.  

There’s also continued momentum in the art & design space, with standout illustrators and visually driven brands, as well as fashion crossovers that lend themselves well to licensed giftware. These sectors bring fresh inspiration and authentic licensing opportunities that align closely with consumer demand for meaningful, design-led products. 

Opportunities for Giftware Association Members: What specific opportunities does BLE offer for small to medium-sized giftware businesses looking to enter or expand in the licensing space? 

BLE offers a wealth of opportunities for small to medium-sized giftware businesses looking to enter or grow in the licensing space. First, it’s about preparation – tools like Licensing Unlocked, BLE’s on-demand training, help newcomers get up to speed on the fundamentals and the first module is completely free.  

Once registered, businesses can use the BLE Event Planner to browse over 250 exhibitors and pre-book meetings with brand owners well in advance - there’s a common myth that only major players can access big names but SMEs are making meaningful deals at BLE all the time. 

Beyond meetings, the show floor is packed with thousands of ideas and IPs - across art & design, heritage, lifestyle and more - that are perfect for giftware innovation. And with dedicated networking events, from the new networking hub to relaxed social mixers, there are countless chances to connect with peers, discover trends, and build partnerships.  

For many, just walking the floor sparks ideas and insights that translate directly into new product lines. BLE isn’t just accessible for SMEs - it’s designed with them in mind. 

Will there be any educational sessions or workshops tailored to first time exhibitors or newcomers to licensing? 

Yes, BLE offers a range of support and educational tools specifically tailored for first-time exhibitors and newcomers to licensing. 

For new exhibitors, there’s hands-on guidance from the BLE team, including one-on-one support from Naomi who leads our customer success team and works directly with all first timers. A dedicated webinar at the end of July will walk new exhibitors through how to maximise their presence, including PR and marketing opportunities. Plus, how they can submit to License Global for the official show dailies ensures valuable editorial exposure. 

For attendees who are new to licensing or BLE, day one features a special orientation session covering licensing fundamentals and how to navigate the show effectively. I’ve already mentioned Licensing Unlocked, BLE’s on-demand training platform. The first module - an introduction to the industry and its key categories - is free, with further modules available for deeper learning. 

What are the most exciting licensing trends you're seeing that giftware businesses should be aware of?

Several key licensing trends are opening up exciting opportunities for giftware businesses right now. 

First, gaming continues to boom - not just as a category, but as a culture. Successful franchises are expanding into licensed products that tap into strong fan communities and emotional brand connections. Similarly, the rise of kidulting - teens and adults buying toys and collectibles once aimed at children - remains huge, especially for giftable items with nostalgic appeal. 

Speaking of nostalgia, beloved IP from the '80s, '90s, and early 2000s is being rebooted for new audiences, giving giftware brands the chance to appeal to both millennial collectors and their kids. Celebrity-led brands and personalities from digital platforms are also on the rise, creating licensing-ready IPs that are perfect for products like stationery, homeware, and greetings cards. 

Across the board, consumers are looking for products that reflect their passions - whether that’s pop culture, heritage brands, or personal fandoms - and licensing is the bridge between those passions and commercially successful product lines. 

How are consumer expectations around licensed products changing? What does that mean for giftware? 

Consumers today expect more from licensed products - they want meaning, not just a logo. Gone are the days of simple label-slapping; shoppers now look for creative, thoughtful design that reflects authenticity, quality and emotional value. Parents, in particular, seek licensed giftware that’s trustworthy, safe and even educational. 

Sustainability also matters - whether it's how a product is made or the purpose behind it. And in today’s tough economic climate, emotional connection is key: consumers are willing to spend on brands that make them feel good, spark nostalgia or reflect their personal values. 

For giftware businesses, this means going beyond the surface. Licensed products need to tell a story, tap into culture and offer more than just familiarity - they need to feel personal, purposeful and relevant. 

Brand Licensing Europe takes place at Excel London from 7-9 October and is free to attend for giftware retailers and manufacturers. Simply register here.