BLE and Licensing Expo to put the spotlight on play in 2024

Brand Licensing Europe and Licensing Expo are set to put the spotlight on play in 2024 – marking the first time both shows will share a theme.

“To celebrate the concept of play, we are dedicating 2024 to Brands in Play,” said Anna Clarke, SVP Licensing at Informa Markets.

“This theme will run as an undercurrent across BLE and Licensing Expo to spotlight the incredible innovations in play, the power it holds in every stage of life and the creativity it allows when building brands.

“Immersive entertainment, storytelling and fan engagement are changing – and the concept of play is changing with it. Today, brands are creating multi-generational, omnichannel play patterns that permeate video games, tabletop, board and card games, location-based entertainment, immersive theatre, sports and esports, toys and kidult culture. Brands are also playing in new spaces, building ground-breaking new extensions and bringing the brand licensing business to life in increasingly creative ways.”

Licensing Expo will take place in Las Vegas at Mandalay Bay from May 21st to 24th 2024, while BLE will return to London’s ExCeL from September 24th to 26th 2024.