A YANKEE IN BLE COURT

A YANKEE IN BLE COURT

Our very own Todd Lustgarten of Westbridge Consulting and Toys & Licensing shares his thoughts on attending Brand Licensing Europe in London for the first time

Across the pond, and right at home.

After years in licensing, I finally made my first trip to Brand Licensing Europe. I arrived with a clear business agenda, a full calendar, and plenty of curiosity about how BLE would compare with the shows I know closer to home.

I came back impressed by the organization, the turnout, and the quality of both exhibitors and attendees. Above all, I appreciated the seriousness of the people who were there. The conversations had purpose, and there was a clear interest in exploring opportunities and moving business forward.

But first, a little about London.

Getting to the venue required some planning, and the location was a bit inconvenient. Still, I loved riding the Tube and interacting with Londoners. Navigating a city alongside the people who live and work there adds something to a trip that you simply don’t get from the back seat of a taxi.

London’s energy, neighborhoods, and everyday encounters made the experience especially enjoyable. I went for the meetings, but the city was a big part of what made me want to return.

Taking Westbridge abroad

My primary reason for attending was to explore international opportunities for key Westbridge clients and properties, including Carlos Santana, Sunkist, Boast apparel, DinkyBalls, Pierce Archives, and Santa Monica Beach Club.

Each offers something distinct: musical heritage, citrus and sunshine, tennis heritage, pickleball personality, an extraordinary visual archive, or California beach culture. BLE provided an opportunity to see how those qualities might connect with partners and consumers in different markets.

Finding the right fit requires listening as much as pitching. Someone who knows a territory can quickly help you understand where a concept resonates, where it needs refinement, and which opportunities warrant further attention.

Those conversations are a big part of the value of attending. They give you perspectives that are difficult to develop through research and email alone.

BLE also offered opportunities to build connections for Toys & Licensing, the consultancy I work on with Steve Reece. The toy industry, licensing, product development, and manufacturing are all closely connected, and bringing the right people into the conversation early can help turn a promising concept into a workable business.

Building relationships that travel

Another important purpose of the trip was spending time with the international partner network Westbridge has been developing since Licensing Expo 2026.

Meeting with partners such as Ventura Brand Licensing, Charlie Day’s Sharpe Company, and The Sunflowers Licensing Group allowed us to strengthen relationships and talk through opportunities together.

Email and video calls keep business moving, but sitting across from someone gives you a clearer understanding of their priorities, working style, and expectations. It also builds the rapport that makes the next conversation easier.

For Westbridge, those relationships are central to international growth. Local knowledge matters, as does having partners who understand our properties and can identify the right opportunities in their markets.

Beyond the logo

One of my strongest takeaways from BLE was the emphasis on lifestyle programs and thoughtful brand collaborations.

The most interesting concepts drew on a brand’s history, personality, and cultural relevance to create products and collections with a clear point of view. They gave consumers a reason to connect beyond recognition of a familiar logo.

That approach resonates with how we think about our own portfolio. Beach culture, tennis heritage, and original archival artwork all offer rich material for product development. The opportunity is to translate those qualities into something consumers want to bring into their lives.

The educational programming added useful context to those conversations. Sessions at the Networking Hub and Licensing University offered opportunities to consider brand development, collaboration, and emerging business possibilities alongside the meetings taking place throughout the show.

Credit where it’s due

The BLE organizing team deserves recognition for an event that felt well planned and productive.

From the advance communications and meeting portal to matchmaking and the availability of meeting spaces, the practical details helped me make good use of my time.

Maura Regan and her team at Licensing International also deserve credit for their contributions to the education, connections, and sense of community that make these gatherings valuable.

Now comes the follow-up

I left London with new contacts, stronger relationships, and a clearer view of where Westbridge can grow internationally.

Now comes the work of continuing those conversations, evaluating opportunities, and turning introductions into productive partnerships.

My first BLE reinforced something I’ve learned throughout my career: showing up, listening, and spending time with the right people still matter enormously in this business.

As Arnold says, “I’ll be back.”