“The definitive event for the European licensing industry”, as Brand Licensing Europe proudly promotes itself, is a claim which fits this 2016 edition just ended.

While the entertainment business was showing off more theatrically than ever, the area dedicated to brand and lifestyle licensing, now at its 4th anniversary, got still more recognition than the previous editions, with significant product showcases and a good traffic flow. We read it as a signal of the good shape the lifestyle brand licensing is in.

We selected some of the most fitting, daring, even a couple of shortfalling projects in this gallery below (you decide which is which), but our special mentions this year go to:

V&A heritage licensing programme, gaining momentum, now paralleled (with some bigger efforts needed) by other programmes like Imperial War Museum, or Shakespeare

– Brand extension licensed cases to be noticed are Everlast sport supplements and T.G.I Friday range, but our heart beats for Volkswagen rich range of licensed products, especially the VW refrigerator by Gorenje

– In the “good characters” style, Adventure Time surely has a special allure that makes products stand out, while Moomin products were displayed in a very muscular tone on the adult and more refined tier.

Candy Crush adult apparel range was also hot, but nothing compared to the Chupa Chups with The Rodnik Band collaboration catwalk which was the talk of the day 2, featuring nine outfits and the collab-wizard Philip Colbert presenting the fashion show.

Check them out in our gallery