This week the Smiley team have been at Brand Licensing Europe, a trade show that brings together almost 300 of Europe’s hottest and most influential brands, characters, and images available for license. This is one of the year’s key events where companies gather to discuss potential collaborations, product launches, and partnerships. 

The event this year was held at the Olympia exhibition centre in London from the 10th to the 12th October, and for the second year in a row, Smiley exhibited with our strategic partners Rubik’s on an awesome stand which was designed at Smiley HQ by our creative design team! 


Smiley Stand BLE 2017


2017 was one of the biggest years for BLE in terms of attendance, and it was certainly one of the busiest years the Smiley team have seen! The area was buzzing, with our sales team booked in for over 300 back-to-back meetings with huge brands from all over the world, strengthening ties with existing partners and exploring new avenues to expand the Smiley brand. Our area was full of beautiful Smiley products, and throughout the day we hosted visitors eager to see the very latest offerings from the world’s happiest company! 

This amazing event was the culmination of months of work by the whole Smiley family, from our designers creating the booth, category teams selecting the cream of Smiley products to display, sales teams reaching out to contacts, marketing members planning promotions, and everyone diving in to help set up and manage the stand during the three day show.



Smiley and Rubik's at BLE 2017


Speaking about the 2017 event, Smiley CEO and Creative Mastermind Nicolas Loufrani said:

Our robust staff structure and creative outlook is our key point of difference in the market. At BLE our stand was extremely busy until the final hour of the show because we had a full team of retail development people, category managers, project planners and marketing staff who were at the show to meet our current and future partners.

Below are some of the Smiley team following another successful BLE trade show!


The Smiley team at BLE 2017


Were you attending BLE this year? If you were at the Smiley stand we want to hear from you! Drop us a line on FacebookLinkedIn, or Twitter and share your pics and stories! 

Here’s to Brand Licensing Europe 2018!