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Biggest ever BLE opens its doors Tuesday 9 October –

It’s had 1.7 billion YouTube views and counting, and now everyone’s favourite K-Pop-inspired tune and YouTube phenomenon – Baby Shark - is coming to Brand Licensing Europe. Brainchild of Smart Study, a Korean education start-up, and produced by Pinkfong, Baby Shark will feature in a conference session at this year’s Licensing Academy.

The show’s organisers have also announced a second YouTube sensation – Tiana – will be making an appearance at the show in connection with her brand new licensed range, Hearts by Tiana, between 12pm-3pm on Tuesday 9 October (stand C118).

2014 MasterChef winner Ping Coombes has been confirmed for the BLE Kitchen. She will be cooking up a storm between 11am & 12pm and 3pm & 4pm on Wednesday 10 October alongside fellow winner Kenny Tutt as part of the show’s food and beverage theme, which will also see TV chef and Great British Bake Off winner Nadiya Hussain taking part in a live Q&A at 10:30am on Tuesday 9 October.

“Love it or hate it, it has been impossible to avoid Baby Shark this summer – it’s the ear worm to end all ear worms. It has been viewed nearly two billion times on YouTube and James Corden’s broadcast ‘the biggest Baby Shark ever’ on The Late Late Show last week has racked up nearly 37 million views on Facebook alone. In licensing terms, Baby Shark has the potential to be a global smash hit so we’re really excited for the 2018 Korean licensing showcase at BLE next week,” said BLE brand director Anna Knight.

The 20th Brand Licensing Europe opens its doors in less than one week and, with more than 260 exhibitors and 2,500 brands in the hall, it is expected it to be the biggest to date. Over 7,500 attendees are anticipated to be at the show, which takes place between 9-11 October at Olympia London. Visitor registration is open at


Media registration is open now at

Find the press office in the National Hall at P70. We’re next to the BLE Kitchen – follow your nose.

A timetable of events can be found here:

Interview opportunities – please contact me:

  • Anna Knight, Brand Director, Brand Licensing Europe
  • Steven Ekstract, Group Publisher, License! Global magazine  
  • Maura Regan, President, LIMA (industry licensing trade body)

Media toolkit with photos and logos – 2018 photographs will be added to this folder during the event, so please keep the link handy and check back frequently.

For your interest, 2018 anniversaries include: 

  • 10 years – Breaking Bad
  • 10 years – Simon’s Cat
  • 20 years – The Powerpuff Girls
  • 20 years – Brand Licensing Europe
  • 20 years - Oggy and the Cockroaches
  • 30 years – Elmer
  • 35 years – Ghostbusters
  • 40 years – The Snowman
  • 50 years – Beatles’ Yellow Submarine film
  • 60 years – Paddington
  • 60 years – Chupa Chups
  • 80 years – TOPPS

For media information: Charlie Le Rougetel at BIGTOP, 07736 330676,

About Brand Licensing Europe

Launched in 1998, Brand Licensing Europe is the only pan-European event dedicated to licensing and brand extension. The London event features over 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors and licensing agents. Brand Licensing Europe is a part of the Global Licensing Group at UBM, the licensing industry's leading trade show organiser and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together.

About Global Licensing Group 

The Global Licensing Group at UBM is the licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together. The following events and information products are produced for the licensing industry by the Global Licensing Group at UBM: Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo China, NYC Licensing Summit, License Global magazine and License Global Daily E-News. Global Licensing Group events are sponsored by the International Licensing Industry Merchandisers' Association (LIMA).

The Global Licensing Group is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit and