Spring Fair to grow The Licensing Lab at February’s show

Home, gift and fashion trade show Spring Fair has announced that The Licensing Lab will be "returning bigger and better" at the next show, taking place from 1-4 February at the NEC Birmingham.

Connecting the worlds of licensing and retail, The Licensing Lab, which launched last year, brings together a mix of brand owners, designers, agents and suppliers to showcase the power of licensed products in driving innovation, storytelling and retail success.

Yvette Marshall, Account Manager at Spring Fair, said: “From The Traitors merch flying off shelves to ‘must have’ Liberty collaborations, licensing is everywhere, and it’s shaping what buyers want next.

“The global licensing market is worth over US $369.6 billion and growing fast. Retailers are looking for creativity, collaborations, and crossover ranges that connect with audiences. That’s why Spring Fair 2026 is growing The Licensing Lab – a central hub uniting licensors, licensees, designers and agents to explore how creativity drives commercial growth.

“Whether you create, own or represent IP, The Licensing Lab puts your business at the centre of the licensing conversation.”

Buyers can expect to discover four times Academy Award winning animation studio and creators of Wallace & Gromit and Shaun the Sheep, Aardman, British clothing and homeware brand, Joules, Pink Pig, Emma Lawrence Designs, Tantau Studio, Fabacus and Products of Change.

Celebrating its 52nd birthday, buyers will be able to discover all things Bagpuss with its global heritage licensing partner and legacy production studio, Threewise Entertainment.

Michael Ford, CEO and Creative Director of Threewise Entertainment, said: "The team at ‘Bagpuss & Co.’ are delighted to be making our Spring Fair debut as part of The Licensing Lab 2026. ‘Family Fandom’ is proving a fantastic way for retailers to repair relationships between consumers and the high street, and heritage brands like Bagpuss are founded on these themes of renewal and repair.

"Together we’re putting new twists on nostalgia licensing and reawakening retro for the whole family."

Announcing its full line-up soon, confirmed speakers on The Licensing Lab stage include Ford, as well as Andrew Xeni, CEO of Fabacus, Emma Lawrence, founder of Emma Lawrence Designs, and Helena Mansell-Stopher, CEO of Products of Change.

Curated as part of Spring Fair’s visionary new Retail Alchemists creative direction, The Licensing Lab “celebrates the growing role of licensing in shaping retail” and offers a 360-degree platform connecting exhibitors with over 4,000 registered buyers interested in licensing, as well as Spring Fair’s broader audience of 38,000 lifestyle, gift, home, fashion and garden buyers.

The unique combination brings brands face to face with decision makers from major retailers, distributors, department stores and chains, opening up powerful new opportunities for partnerships and product placement.

Designed to inspire and connect, The Licensing Lab will be curated around four key participant groups:

• Brand Owners and Licensors, showcasing their IP through live product displays and meetings with major license buyers.
• Licensing Agents, who will have the opportunity to present their client portfolios, meet new designers and forge retail collaborations.
• Designers and Publishers, gaining valuable exposure to retailers and licensees eager for fresh creative talent.
• Manufacturers and IP Owners, showcasing licensed product ranges and taking direct orders from the trade.

Jackson Szabo, Portfolio Director at Spring Fair, said: “Licensing has never been more important to the retail sector. The Licensing Lab will create a dynamic space for the industry to come together, share ideas and celebrate the potential of great partnerships. It’s about connecting creativity with commerce and helping brands bring their stories to life in retail.”