Spring Fair is significantly expanding its licensing sector for 2027 through a new partnership with Total Licensing, creating further opportunities for greetings publishers and suppliers looking to develop licensed card, stationery and gift ranges
The partnership follows the launch of the Licensing Lab at Spring Fair 2026, which highlighted the growing importance of licensing across multiple retail categories.
For 2027, the Licensing sector will expand to more than 800sqm in Hall 5 – representing more than 900% year-on-year growth. It will sit alongside Spring Fair’s Gift Edit, Gift of the Year Showcase, Kids, Toy & Play and Food & Drink sectors.
The expanded area will bring together designers, artists, brand owners, licensing agents, licensees, museums and manufacturers with retail buyers and product development teams.
For the greetings industry, the increased focus on licensing could provide opportunities to discover new properties and collaborations for greeting cards, stationery, gift packaging and associated products, as well as connect publishers with brand owners and licensing partners.
The partnership will include a dedicated Licensing Lounge for meetings, a Licensing Studio and a co-branded content stage featuring daily industry insight sessions. Total Licensing magazines will also be distributed at the event, alongside year-round editorial collaboration through Spring Fair’s digital channels.
Confirmed participants for 2027 include designers Kate Merritt, Emma Lawrence, Everyday Womtras and Nicole Elders, agents Jehane and Tantau Studio, and licensees including Bluesky Studios, Difuzed and Widdop & Co.
The expanded Licensing sector reflects the growing use of licensed properties and collaborations to create distinctive retail ranges and give consumers new reasons to buy.
For greetings retailers and publishers, it will provide another opportunity to explore the brands, characters and creative properties that could inspire future card and gift collections.
Spring Fair takes place at the NEC Birmingham from 7-10th February 2027.
