BLE 2026 Confirms Growth Opportunities for Licensed Backpacks and Lunchware

For retailers planning their 2027 assortment, one question remains central: which categories combine stable demand with strong differentiation? Insights from Brand Licensing Europe (BLE) 2026 show that licensed products continue to be among the most promising categories. Consumers increasingly choose products that reflect their interests, favourite brands and lifestyle. This creates growth opportunities within backpacks, travel items, lunchware and drinkware.

During BLE 2026 in London, Ramon van Dongen and Jordy Schonkeren spoke with licensees, brand owners and retailers about the developments creating the greatest commercial opportunities.

Asian Pop Culture Continues to Grow

One of the most notable trends was the growing influence of Asian pop culture. In particular, kawaii brands were strongly represented. Recognisable characters, colourful designs and a positive image appeal to a broad audience. Licences such as Hello Kitty, Kuromi and My Melody remain popular within backpacks, bags and lunchware. At the same time, K-pop is evolving into a mature licensing category, creating new opportunities for lifestyle products and merchandise.

Food Brands Expand into New Categories

Food & beverage licensing also continues to grow. Thanks to strong brand recognition, consumers are increasingly open to purchasing non-food products connected to familiar food and beverage brands. For retailers, this presents opportunities to expand assortments with brands that consumers instantly recognise and trust.

Gaming, Collectibles and Sports Remain Relevant

Gaming and collectibles continue to be key categories. At the same time, the kidult market is expanding, with adult consumers purchasing products featuring their favourite brands, films, series and games. Within our assortment, this trend is reflected in licences such as Hello Kitty, Kuromi, My Melody and Fortnite. Sports licensing also offers significant growth potential. With Lotto, retailers can add a brand that combines sport, functionality and strong consumer recognition.

What Do These Trends Mean for Retailers?

The strongest opportunities for 2027 can be found in:

• Gaming licences


• Kawaii concepts


• Food & beverage licensing


• Sports licences


• Collectibles and lifestyle concepts


• Major film releases such as Frozen 3, Bluey, Sonic and Spider-Man

These categories combine strong brand value with broad consumer appeal, helping retailers keep their assortments relevant and differentiated.

Looking Ahead to 2027

BLE 2026 confirms that licensing continues to evolve. From gaming and pop culture to sports and food brands, consumers are looking for products that help them connect with the brands they love. For backpacks, bags and lunchware, licensing remains a category with strong growth potential. With a broad and diverse licensing portfolio, Vadobag translates international trends into commercial opportunities for retailers across Europe.

Interested in discovering which licences and collections offer the greatest opportunities for your 2027 assortment? Our team is happy to help you explore which licensing categories and concepts best fit your target audience and category strategy!