Ella Haynes, Brand Licensing Europe event director, explains why the annual trade show supports the Brand & Lifestyle Licensing Awards.
Why do you sponsor the B&LLAs?
“We sponsor the B&LLAS because it’s such an important platform for celebrating brand and lifestyle licensing, which is becoming increasingly creative, exciting and commercially powerful. And it’s important to the entire team at BLE that we support the industry as much as we possibly can and throughout the entire year.”
Why did you choose Best Licensed Heritage or Institution Brand as the category you would like to sponsor?
“Brands in this sector are producing some truly unexpected and quite fabulous collaborations and standout consumer products. They have the power to lean on rich archives for IP and then blend that cultural legacy with modern marketing to really push creative boundaries – even while remaining true to their fiercely protected values and guidelines – and they are making the most of this.”
What’s your favourite thing about the awards?
“I’ve always said that licensing has a strong sense of community, and that comes to the fore at the B&LLAs. It’s such a friendly afternoon and everyone is so supportive of each other. It really is just a great event to be a part of.”
Why do you think companies and retailers working in the licensing space should attend the awards?
“I think it’s really important that we continue to shine a light on all areas of the licensing ecosystem, including brand and lifestyle licensing. And it’s equally important that the people and organisations – whether that’s brands, manufacturers or retailers – who are doing such brilliant work in this sector get the recognition they deserve and a chance to be celebrated by their peers. Plus, as I said before, it’s just a lovely way to spend the afternoon.”
The Brand & Lifestyle Licensing Awards 2025 takes place on Thursday 24 April at the Royal Lancaster London.
Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: [email protected] or phone +44 (0)1183 340085.
For general questions regarding the B&LLAs 2025, please contact Ian Hyder, Jakki Brown, Rob Willis or Samantha Loveday.
