From K-Pop to Hollywood blockbusters: Born Licensing's biggest takeaways from BLE 2026

The Born Licensing team returned to Brand Licensing Europe with 30+ licensor meetings, five major studio showcases and plenty of insights into what's next for entertainment IP in advertising.

Another year, another Brand Licensing Europe!

The Born Licensing team headed to BLE 2026 for three packed days of meetings, presentations and conversations with some of the biggest names in entertainment licensing.

With over 30 meetings and five major showcases from Universal, Netflix, Paramount, Warner Bros. and Hasbro, we had the opportunity to get a closer look at upcoming theatrical releases, emerging trends and the entertainment properties set to shape popular culture over the next few years.

And while BLE brings together the entire licensing industry, our focus was firmly on one question: what do these developments mean for brands and advertising agencies?

Entertainment IP is moving beyond the screen

One of the clearest trends across this year's presentations was the growing appetite for experiential, immersive and interactive entertainment.

Licensors are increasingly exploring ways to bring their properties into the real world, from game-show-inspired experiences and immersive environments to live events and fan activations. The ambition is to give audiences new ways to engage with the characters and stories they love, beyond simply watching content or purchasing merchandise.

There was also a strong emphasis on connecting entertainment IP with major cultural moments, including sporting events, music festivals, celebrity collaborations and PR activations.

For advertisers, this opens up exciting possibilities. Rather than simply featuring a famous character in a commercial, brands can explore how entertainment properties might become part of a wider cultural conversation, creating campaigns that audiences can actively participate in.

A blockbuster line-up is coming

If there's one thing the major studio showcases made clear, it's that the entertainment calendar is getting busier.

Studios are ramping up their output, with an impressive mix of original storytelling, established franchises and long-awaited returns heading our way over the next couple of years.

Among the properties generating particular excitement were Shrek, The Chronicles of Narnia, DC's superheroes, Teenage Mutant Ninja Turtles and KPop Demon Hunters.

For brands, these releases present enormous opportunities to tap into existing fandoms and cultural excitement. But as always, the most successful partnerships will be those where the IP genuinely complements the creative idea, rather than simply capitalising on whichever property happens to be dominating headlines.

Nostalgia and anniversaries remain big business

Of course, it wouldn't be a licensing event without a healthy dose of nostalgia.

Major anniversaries for beloved properties including The Lord of the Rings, Harry Potter, Looney Tunes, Garfield and SpongeBob SquarePants are creating fresh opportunities for licensors to celebrate their entertainment heritage.

For advertisers, anniversaries provide a particularly interesting opportunity. They give brands a natural reason to revisit iconic characters and franchises while tapping into the wider publicity, fan celebrations and cultural conversations surrounding these milestones.

And unlike partnerships tied exclusively to new theatrical releases, established properties offer something particularly valuable: decades of audience affection, instant recognition and cross-generational appeal.

Sometimes the biggest opportunity isn't the newest character on the block, but one audiences have loved for generations.

Be bold, be different, be yourself

Another recurring theme across the showcases was a move towards bolder, more aspirational storytelling.

From established franchises to emerging properties, many of the upcoming releases and brand strategies celebrate individuality, self-expression, confidence and the courage to challenge expectations.

It's an interesting reflection of where entertainment is heading, with licensors increasingly positioning their characters and stories around themes that resonate with contemporary audiences.

For advertisers, these themes can create natural opportunities for partnerships that go beyond recognition alone. When a property's personality and values align with a brand's message, the character can become a meaningful part of the storytelling rather than simply a familiar face.

A changing entertainment landscape

There was also plenty of industry conversation surrounding the Warner Bros. Discovery and Paramount combination under Skydance, with developments around the deal becoming one of the most talked-about subjects during BLE.

The potential implications for entertainment licensing are significant, particularly when it comes to how major IP portfolios are managed, developed and brought to market.

We're looking forward to seeing how the combined business evolves and what new opportunities it might create for the advertising and licensing industries.

What does it all mean for advertising?

If there's one overarching takeaway from BLE 2026, it's that entertainment IP is becoming increasingly versatile.

The opportunities extend far beyond traditional character appearances in television commercials. From immersive brand experiences and cultural activations to nostalgic campaigns and collaborations built around major theatrical releases, licensors are finding more ways than ever to connect their properties with audiences.

A huge thank you to all our licensor partners who took the time to meet with us and share their exciting plans. We came away with plenty of inspiration, some fascinating insights and more than a few ideas for future campaigns.

Until next year, BLE!

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