BLE Launches License This! Contest

Brand Licensing Europe’s annual License This! challenge for new creative concepts is now open for entries.

Celebrating its fifth year, the competition offers new brands the opportunity to break into the global licensing industry and is open to any new property with roots in publishing, art and design, television or digital media.

Entries are reviewed by a panel of experts, who pick a shortlist of four properties. Those finalists will pitch their brand to the panel in front of a live audience at BLE on Oct 9. The winner receives a fully furnished stand at next year’s event (worth £4,500), enabling the property to be brought back to market in 2015. 


The competition has provided a springboard for many past winners and finalists:

  • 2011 winner How To...For the Inept has since signed a publishing agent contract and a deal for gifting sets;
  • Finalist from the same year, Turizmo, has signed licenses for apparel, wall coverings, game apps and stationery in the U.K. and Russia;
  • 2012 finalist Lillipippins has inked licenses in the U.K., the U.S., Russia/CIS, Germany and Australia; and
  • Last year’s finalist Railway of Life secured a deal with The Coaster Company within weeks of the show. 

2013’s winner was Mr. Trafalgar, a whimsical rodent drawn in distinctive black and white silhouette.

“Participating in the License This! challenge last year and winning it was such a great experience for us,” says Bella Binus, property owner, and Jamie Patterson, artist and creator, Mr. Trafalgar. “We are excited to go back to BLE this year and meet retailers and licensees face-to-face with the Mr. Trafalgar brand. We expect the first batch of products, featuring the Mr. Trafalgar collection on a range of phone cases and home accessories, to come out soon.”

Entry forms and competition rules for the 2014 License This! challenge can be found at BrandLicensing.eu. The deadline for entries is Sept. 5. Brand Licensing Europe 2014 will take place from Oct. 7-9 at London’s Olympia exhibition hall.

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