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Industry readies for ‘biggest ever’ BLE

YouTube sensation Baby Shark, plus MasterChef winner Ping Coombes confirmed.

Next week’s Brand Licensing Europe is set to be the ‘biggest ever’, with organiser UBM confirming yet more special attractions today.

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 the show.

Brainchild of Smart Study, a Korean education start-up, and produced by Pinkfong, Baby Shark will feature in a Korean licensing showcase session during this year’s Licensing Academy.

Meanwhile, fellow YouTube star Tiana will be making an appearance at the show in connection with her new licensed range – Hearts by Tiana – between 12pm-3pm on Tuesday, October 9 (stand C118).

The food and beverage theme has been further bolstered with 2014 MasterChef winner Ping Coombes (pictured) confirming for the BLE Kitchen.

She will be cooking up a storm between 11am & 12pm and 3pm & 4pm on Wednesday October 10 alongside fellow winner Kenny Tutt. The food and beverage theme 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 October 9.

“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,” said Anna Knight, BLE’s brand director. “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.”

The 20th Brand Licensing Europe will run at London’s Olympia from October 9-11. Over 7,500 attendees are anticipated to be at the show. Visitor registration is open by clicking here.

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