Brand Licensing Europe 2026 — Day Two: Bringing Stories Beyond the Screen
New Format | Day Two: 7 October 2026 | ExCeL London
What makes a fictional world worth returning to once the film has ended or the game has been switched off? For the second instalment of New Format’s Brand Licensing Europe coverage, we turn our attention to the connection between stories, products and the people who care about them.
Wednesday, 7 October marked the second day of BLE 2026 at ExCeL London. The event brings together brand owners, licensing agents, manufacturers and retailers to explore collaborations and the development of consumer products. Against that backdrop, this instalment offers our editorial perspective on the questions that matter to us as creators and fans.
From a Familiar Name to a Meaningful Idea
A recognisable name can attract attention. What interests us is what happens next.
For New Format, a compelling brand collaboration should have a clear reason to exist. It might capture a particular character, translate a distinctive visual style into a useful object or offer fans another way to connect with a story.
Our starting question is simple: why would someone want this in their life?
That question helps us think beyond a logo. It brings the discussion back to design, purpose and the audience. An object can look impressive in a display, but we also want to consider how it would feel to own, use or give to someone else.
Film and Television: Keeping the Character of a Story
Film and television are central to our interests, and licensing raises an intriguing creative challenge: how do you preserve the identity of a story when you change its format?
A screen world has its own atmosphere. Colour, costume, architecture, props and sound all contribute to how we remember it. A physical product has different tools available, but it can still draw on that visual language.
Our view is that the strongest concepts begin with an understanding of what an audience loves about the original work. A thoughtful detail can sometimes communicate more than a large printed image. The shape of an object, its texture or a carefully chosen reference can give it a sense of belonging to that world.
This is also an interesting subject for us as developing filmmakers. It encourages us to think about how visual decisions work together and how an audience recognises a creative identity across different formats.
Gaming: Designing for People Who Know the World
Gaming brings another perspective to this discussion. Players spend time exploring environments, learning systems and building personal memories around a game. When we consider products inspired by those worlds, we want to see ideas that respect that familiarity.
We are especially interested in the relationship between an object's appearance and its purpose. Would it work on a desk? Could it become part of a streaming setup? Does it offer something beyond recognition?
These are the questions guiding this part of our coverage. We want to discuss gaming-related design in terms of how people might actually use and enjoy it.
There is room for both expressive display pieces and understated everyday objects. What matters to us is whether the design feels considered.
Collectables: Looking Closely at the Details
Collectables give us a reason to slow down and look carefully.
When assessing a concept, we would consider its proportions, finish, presentation and connection to the original material. Packaging is part of that experience too: it can help tell a story, make an object easier to display or explain the thinking behind a collection.
We are interested in why someone might choose to keep an item for years. Is it a reminder of a favourite character? Does it mark a personal memory? Is it simply a beautiful piece of design?
For our editorial coverage, those questions are more useful than assuming that rarity or a familiar name automatically makes something desirable.
What This Means for New Format
BLE provides a relevant setting for thinking about the relationship between our creative interests and the development of New Format.
We want to connect our editorial work, visual projects and interest in commerce with a clear understanding of our audience. Before considering a collaboration, we need to be able to explain why it fits our work and what it could offer the people who follow us.
That means asking practical questions: who is a project for, what makes it distinctive, and how would we present it honestly? These are questions we can carry into our own planning, regardless of the size of a project.
Our aim is to develop a recognisable voice through the subjects we choose, the care we give them and the way we communicate.
Continuing Our BLE Series
This second instalment moves from introducing the event to examining the ideas behind our coverage: thoughtful design, respect for source material and an understanding of fan communities.
Those themes will remain relevant as we bring together the final part of our Brand Licensing Europe series. We want to offer readers something to consider as well as something to look at.
Which matters most to you in a licensed product: design, usefulness, craftsmanship or its connection to a favourite story?
Follow the continuing series at newformat.shop.
Dawid and Kamil ProchazkaNew Format Limited
Editorial note: This instalment combines verified event information with New Format’s editorial commentary. It does not report attendance at specific sessions, private meetings or newly announced partnerships.
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