Bluey and Minecraft are stepping off the screen and onto the stage at Brand Licensing Europe (BLE). Two new sessions are joining the show’s 2026 schedule, both exploring the many ways major entertainment brands can grow beyond their original formats.
“We’re thrilled to welcome BBC Studios and Minecraft to this year’s agenda, giving the BLE audience exclusive insight into two hugely successful global franchises,” said Ella Haynes, Event Director, BLE. “Attendees will hear first-hand what it takes to build a franchise with lasting global appeal and get practical advice on taking brands into location-based entertainment, leaving with ideas, lessons, and strategies they can apply to their own licensing programs.”
Minecraft’s panel will discuss how the IP is transforming into physcial attractions with the help of Merlin Entertainment. | Source: Mojang Studios
At the Bluey session, BBC Studios will explore how storytellign and strategic partnerships help audiences connect with a brand. | Source: BBC Studios
Minecraft will have its moment on Oct. 6 as Bob Brennecke, Director of Experiences and Music Licensing at Xbox, sits down with Merlin Entertainment’s EVP and Chief Development Officer Paul Moreton for a candid conversation about the growing world of location-based entertainment. The session will dig into the practical realities of developing physical attractions based on major IPs, including the business, operational, and timeline considerations that make these deals very different from traditional licensing partnerships.
The following day at 11:30 a.m., BBC Studios’ EVP of Global Consumer Products Suzy Raia will take the main stage for “The ‘Bluey’ Effect: Building Franchises for Generations.” This fireside chat will discuss the studio’s approach to storytelling and how emotional connections with audiences helped develop Bluey into a multi-platform powerhouse. Raia will also examine how products, experiences, and partnerships expand that connection, as well as the delicate balance between innovating and protecting a brand’s original heart.
To secure a spot at these sessions, register for a BLE 2026 visitor pass online at brandlicensing.eu. Those who sign up before Oct. 5 receive a second visitor pass for free.
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