BBC Studios and XBOX are the latest big names to join the Brand Licensing Europe content agenda, with two new sessions exploring franchise building and the fast-growing location-based experiences market at this year’s event, taking place October 6-8 at Excel London. The convention will feature keynote sessions exploring franchise-building strategies and the fast-growing market of location-based entertainment.
- BBC Studios EVP Global Consumer Products Suzy Raia will deliver a keynote on October 7 addressing the global expansion of the Bluey franchise ahead of its upcoming feature film.
- Xbox Director of Experiences and Music Licensing Bob Brennecke and Merlin Entertainments EVP Paul Moreton will take the stage on October 6 to discuss the operational and strategic realities of building physical attractions based on Minecraft.
- The sessions are part of the broader BLE 2026 conference program at Excel London, which also highlights retail dynamics and major anniversaries like Warner Bros. Discovery Global Consumer Products celebrating 25 years of Harry Potter.
The ‘Bluey’ Effect and Long-Term Franchise Strategy
As the entertainment industry grapples with shifting consumer habits and streaming saturation, intellectual property owners are increasingly looking beyond traditional screen-based models. According to BBC Studios, Suzy Raia’s October 7 fireside chat—titled “The ‘Bluey’ Effect: Building Franchises for Generations”—will dissect how authentic storytelling transforms into a multi-platform powerhouse. Moderated by License Global Senior Content Editor McKenna Morgan, the session addresses the delicate balance of expanding a mega-hit property while preserving the core brand values that resonate with families.
Here is the kicker: scaling a preschool phenomenon isn’t merely about pushing out more merchandise. It requires protecting what audiences love while engineering deliberate emotional connections. Raia will pull back the curtain on how BBC Studios approaches long-term asset management, contrasting the runaway success of Bluey with legacy properties like Doctor Who—which is currently expanding via an upcoming animated preschool series—and newer developments in the BBC pipeline.
“As Bluey continues to grow beyond the screen ahead of its upcoming movie, we’ve seen how emotional connection, audience engagement and thoughtful partnerships can help build lasting brands,” Suzy Raia stated in official announcements regarding the event.
Untangling the Realities of Minecraft’s Physical Expansion
While screen-to-shelf merchandising is a well-worn playbook, translating digital sandbox universes into physical brick-and-mortar destinations is an entirely different beast. On opening day, October 6, Xbox’s Bob Brennecke and Merlin Entertainments’ Paul Moreton will tackle the operational and strategic realities of Location-Based Entertainment (LBE). Moderated by License Global Digital Editor Gianna Rosenbach, the session promises a candid look at why LBE ventures frequently trip up even the most lucrative global properties.
Building a physical theme park or immersive activation means brand owners are no longer just licensing content; they are stepping into commercial real estate and operational risk management. Brennecke noted that creating these experiences requires a radically different approach than standard licensing agreements. The panel’s agenda includes due diligence checklists, timeline realities from concept to public opening, and strategies for future-proofing attractions against shifting consumer trends.
BLE 2026 Key Sessions and Programming Overview
| Date & Time | Session Title | Key Speakers | Core Focus |
|---|---|---|---|
| October 6, 2026 — 3:00 PM | Bringing Minecraft into the Physical Realm | Bob Brennecke (Xbox), Paul Moreton (Merlin Entertainments), Gianna Rosenbach (Moderator) | Operational realities, due diligence, and risk management in Location-Based Entertainment (LBE). |
| October 7, 2026 — 11:30 AM | The ‘Bluey’ Effect: Building Franchises for Generations | Suzy Raia (BBC Studios), McKenna Morgan (Moderator) | Multi-platform scaling, emotional connection, and balancing legacy IP like Doctor Who with new properties. |
According to BLE Event Director Ella Haynes, these additions are designed to give attendees actionable strategies derived from some of the most visible entertainment properties on the market today. Beyond BBC Studios and Xbox, the wider 2026 conference lineup features European retail heavyweights including Carrefour, Sun City, and Jazwares, alongside anniversary showcases such as Warner Bros. Discovery Global Consumer Products marking a quarter-century of Harry Potter.
![Bob Brennecke [XBOX]](https://www.minenest.com/wp-content/uploads/2026/08/1787352494.jpeg "Photo: minenest.com")
As the business of entertainment continues its pivot toward experiential and multi-platform revenue streams, sessions at Excel London will test whether studios can successfully bridge the gap between digital fandom and physical reality without diluting their core storytelling. What are your thoughts on studios pouring resources into physical theme parks and location-based experiences? Jump into the comments below and let’s discuss.
