Spring Fair 2026 is set to ignite a new era of creativity and collaboration with the return of The Licensing Lab, a dynamic destination connecting the worlds of licensing and retail. Taking place from 1–4 February 2026 at the NEC Birmingham, The Licensing Lab, which launched at last year’s show, returns bigger and better bringing together a vibrant mix of brand owners, designers, agents, and suppliers to showcase the power of licensed products in driving innovation, storytelling and retail success.

Yvette Marshall, Account Manager at Spring Fair says, “From The Traitors merch flying off shelves to must-have Liberty collaborations, licensing is everywhere, and it’s shaping what buyers want next. The global licensing market is worth over US $369.6 billion and growing fast. Retailers are looking for creativity, collaborations, and crossover ranges that connect with audiences. 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.”

Buyers can expect to discover Aardman, the world famous, four times Academy Award® winning animation studio, creators of Wallace & Gromit, Shaun the Sheep, Chicken Run and Morph; British clothing and homeware brand Joules; Pink Pig; Emma Lawrence Designs, Tantau Studio, as well as Fabacus and Products of Change.

Celebrating its 52nd birthday, discover all things Bagpuss with Threewise Entertainment, Bagpuss’s global heritage licensing partner and legacy production studio. Michael Ford, Ceo and Creative Director of Threewise Entertainment says, “The team at ‘Bagpuss & Co.’ are delighted to be making our Spring Fair debut as part of the Licensing Lab 2026. ‘Family Fandom’ is proving a fantastic way for retailers to repair relationships between consumers and the high street, and heritage brands like Bagpuss are founded on these themes of renewal and repair. Together we’re putting new twists on nostalgia licensing and reawakening retro for the whole family.”

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; Emma Lawrence, Founder of Emma Lawrence Designs; and Helena Mansell-Stopher, CEO of Products of Change.

Curated as part of Spring Fair’s visionary new Retail Alchemists creative direction, The Licensing Lab celebrates the growing role of licensing in shaping retail. The Lab offers a 360-degree platform connecting exhibitors with over 4,000 registered buyers interested in licensing, as well as Spring Fair’s broader audience of 38,000 lifestyle, gift, home, fashion and garden buyers. This unique combination brings brands face-to-face with decision-makers from major retailers, distributors, department stores, and chains, opening up powerful new opportunities for partnerships and product placement.

Designed to inspire and connect, The Licensing Lab is curated around four key participant groups:

- Brand Owners and Licensors, showcasing their IP through live product displays and meetings with major license buyers.
- Licensing Agents, who will have the opportunity to present their client portfolios, meet new designers, and forge retail collaborations.
- Designers and Publishers, gaining valuable exposure to retailers and licensees eager for fresh creative talent.
- Manufacturers and IP Owners, showcasing licensed product ranges and taking direct orders from the trade.

As the UK’s leading retail marketplace, Spring Fair provides the ideal stage for licensing to thrive, where storytelling meets shelf space, and creativity meets commercial opportunity. The NEC’s central location, with its direct rail and airport access, puts brands within easy reach of 75% of the UK population, ensuring unparalleled convenience and reach.

Jackson Szabo, Portfolio Director at Spring Fair, adds, “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.”

For buyers, The Licensing Lab will be a must-visit hub of inspiration, a place to discover new collaborations, explore exciting IP opportunities, and uncover the next big, licensed ranges set to captivate consumers in 2026 and beyond.

Registration is now open to join the UK’s most inspiring retail showcase. Discover, connect, and transform your retail journey..

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