Brand Licensing Europe 2024: Shaping the Future of Retail and Licensing
Brand Licensing Europe 2024 at the ExCeL London was bigger than ever, breaking records for attendance and the number of exhibitors, which made the 25th anniversary celebration all the more special.
With nearly 11,000 attendees, a 5% increase in exhibiting companies compared to 2023, and over 6,200 pre-booked meetings, it was clear that the event has become a critical platform for licensing and brand extension. Attendees included major names from the industry, with some of our favorites like Capcom, Sega, and ethical exhibitors such as London Zoo, the Ashmolean Museum, and Products of Change showcasing their contributions, further emphasizing the event’s diverse and sustainability-focused offerings.
One of the key takeaways was the emphasis on creating immersive retail experiences, a trend that is reshaping brick-and-mortar stores. Retailers are increasingly focusing on making their physical spaces more than just places to buy products—they want to craft experiences that keep people coming back. This aligns with the rise of the "Kidult" market, where adults are engaging with products traditionally made for children, driving growth in a previously shrinking toy market.
A standout theme was "NewStalgia," a fresh take on nostalgia where classic elements are given a modern twist. This approach resonates well with today’s audience, mixing the comforting elements of nostalgia with new ideas. Anime licensing is another big growth area, showing no signs of slowing down, with the expansion of related products and merchandise being a highlight of the licensing industry.
The role of characters in driving engagement and sales was heavily emphasized. Successful IPs are increasingly anchored by recognizable characters that create a loyal fan base, a strategy that brands should pay attention to. Asia is also leading the integration of e-commerce with social media, creating a seamless experience that other regions are trying to catch up to. This method of blending platforms is particularly relevant for food and beverage partnerships, which were also highlighted as a massive opportunity area.
The expo also touched on the power of museums to influence branding. Collaborations with institutions like the Natural History Museum and MOMA are driving deep, global partnerships, demonstrating that cultural institutions hold immense commercial value if leveraged well. However, these collaborations can be challenging due to the complex decision-making processes involved.
Overall, Brand Licensing Europe 2024 showcased significant shifts in retail, licensing, and consumer preferences, and highlighted how industries are evolving to keep pace with changing market dynamics and audience interests. The record-breaking numbers show how much the industry is growing, and it seems there's a lot more in store for 2025 and beyond.
