Spring Fair has announced a major new partnership with Total Licensing to accelerate the growth of its successful Licensing sector and strengthen its position as the leading destination for brand-led retail opportunities in 2027.

The partnership comes following the hugely successful launch of the Licensing Lab at Spring Fair 2026, which attracted exceptional audience engagement, welcomed some of the industry's most recognisable names, and highlighted the growing importance of licensing as a commercial driver across multiple retail categories.

Building on this momentum, Spring Fair 2027 will see Licensing expand to more than 800sqm in Hall 5, representing over 900% year-on-year growth. Licensing will sit alongside the brand-new Gift Edit, The Gift of the Year Showcase, and the Kids, Toy & Play and Food & Drink sectors, creating even greater opportunities for product discovery and collaboration.

Licensing, in partnership with Total Licensing, will provide a dedicated space for designers, artists, brand owners, licensing agents, licensees, museums and manufacturers to meet with retail buyers, licensing managers and product development teams to explore new commercial opportunities and transform intellectual property into successful retail ranges.

The partnership will include a dedicated Licensing Lounge for meetings between licensors, licensees and buyers, Licensing Studio, a co-branded content stage with daily industry insight sessions, distribution of Total Licensing magazines at the event, and year-round editorial collaboration across Spring Fair's Inside Retail platform, podcasts, newsletters and digital content channels.

Already confirmed for Spring Fair 2027 are leading designers including Kate Merritt, Emma Lawrence, Everyday Womtras and Nicole Elders; agents Jehane and Tantau Studio; and licensees including Bluesky Studios, Difuzed and Widdop & Co, with further announcements to follow.

With more than 40,000 retail buyers attending Spring Fair and over 4,000 registering licensing as a core area of interest, the sector continues to demonstrate significant growth potential. Buyers range from major high street retailers and department stores to independent boutiques, garden centres, online retailers and distributors, collectively representing an estimated £2.25 billion in buying power.

The partnership reflects wider changes taking place across retail, with buyers increasingly using licensed products, limited-edition collections and cross-category collaborations to create differentiation, drive footfall and strengthen margins. Spring Fair's own research shows growing demand for stronger access to brands, intellectual property and licensing partners as retailers seek fresh ways to attract consumers and remain competitive.

Fay Tranter, Event Director at Spring Fair says, “The success of the Licensing Lab at the 2026 show exceeded all expectations. The quality of speakers, the calibre of brands involved, and the level of audience engagement demonstrated just how important licensing has become across modern retail. More than 4,000 of our visitors told us licensing was a core area of interest, and we know that demand is only going to increase as retailers look for new ways to differentiate their offer, tell stronger stories and create products with real consumer connection.

“Partnering with Total Licensing is a natural next step in that journey. Their expertise, industry relationships and global reach will help us elevate the Licensing sector even further and create an even more valuable platform for designers, brand owners, agents, licensees, licensors and retailers alike. By significantly expanding the space and introducing new features and enhanced content programme, we're investing in licensing as a major growth pillar for Spring Fair 2027 and beyond.”

Becky Ash, Editorial Director at Total Licensing added: “We’re delighted to partner with Spring Fair on the next evolution of Licensing. Licensing continues to be one of the most dynamic and commercially exciting areas of retail, creating opportunities for brands, manufacturers and retailers to reach new audiences and unlock growth across multiple product categories.

“Spring Fair offers unrivalled access to the UK retail market, making it the ideal environment in which to connect licensing with buyers, suppliers and businesses that may be exploring the sector for the first time. We want to make licensing more visible, accessible and commercially relevant, while showcasing the breadth of brands, properties and partnerships available across the industry.

“Total Licensing has spent over 20 years connecting the global licensing community, and we are excited to bring that experience, reach and network to the partnership. We look forward to building an even stronger platform for collaboration, education, discovery and business development, creating meaningful new opportunities for the licensing and retail communities.”

The Licensing sector has been designed to support every part of the licensing ecosystem, from independent artists and illustrators seeking representation, to global brand owners looking to connect with retailers and manufacturers. The expanded format will also offer hosted one-to-one meeting opportunities, expert-led talks and practical case studies demonstrating how licensing partnerships can create commercially successful products and open new revenue streams.

Spring Fair takes place at the NEC Birmingham from 7–10 February 2027. Visit www.springfair.com for more information.

For licensing stands, sponsorship and partnership opportunities, businesses can contact the Spring Fair team to find out more about joining one of retail's fastest-growing destinations. Contact: Yvette Marshall, yvette.marshall@hyve.group, +44(0) 203 545 9830

To find out more, visit www.springfair.com.