Carrefour will headline a keynote panel at Brand Licensing Europe 2026, joining forces with Jazwares and Sun City to discuss the retailer’s approach to licensing partnerships. The session, titled “The Power of Partnership in European Retail,” is scheduled for October 6 at 11:30am on the License Global Main Stage at the Excel London venue. Brand Licensing Europe is the only pan-European annual event dedicated to licensing and brand extension, making it the premier gathering for industry professionals seeking insights into collaborative retail strategies across the continent.
Three Industry Players on One Stage
Marianne Lesimple, Carrefour’s Director of Toys & Leisure Group, will lead the discussion alongside Vincent Vandamme, Head of French Office at Jazwares, and Emmanuel Assouline, Chief Operating Officer at Sun City. The trio will walk attendees through their recent Pokémon collaboration, offering behind-the-scenes insight into how the partnership came together and the strategic decisions that shaped its execution across Europe. Lesimple will specifically address Carrefour’s framework for selecting and executing high-impact brand collaborations, providing attendees with a detailed look at the retailer’s approach to retail strategy innovation.
The panel will also cover broader topics including how brands and licensees can work with major European retailers, regional consumer trends, and the processes involved in building relationships with large partners. Matthieu Battini, EMEA Sales Director at Brand Licensing Europe, will moderate the session, which concludes with an audience Q&A. Attendees can expect to learn how brands and licensees can expect to work with a major European retailer like Carrefour, gaining practical knowledge about handling the complex setting of international licensing agreements.
Carrefour operates more than 12,000 stores worldwide, making it the fourth-largest grocer on the continent. Its licensing strategy has become increasingly central to the retailer’s efforts to differentiate its product offerings and attract shoppers seeking exclusive or branded merchandise. The retailer’s participation in major industry events reflects its commitment to staying at the forefront of retail innovation and building meaningful partnerships that drive commercial success.
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What Attendees Can Expect
Ella Haynes, Event Director at Brand Licensing Europe, said the three companies represent a strong example of how collaboration can drive success in licensing. “The BLE audience will exclusively hear why Jazwares, Sun City and Carrefour were such a perfect match for this Pokémon collaboration, get a behind-the-scenes look at the journey from concept to execution and leave armed with valuable lessons on leveraging collaboration to drive success in the licensing industry,” she said.
The keynote builds on Carrefour’s appearance at France Licensing Day in June, where the retailer delivered a headline address to a packed audience. Haynes noted that bringing the session to Brand Licensing Europe gives a wider European audience access to the same insights. The decision to expand this content to a broader platform shows the growing importance of cross-border licensing partnerships in today’s retail environment.
Brand Licensing Europe runs from October 6 through October 8 at Excel London. Visitors can register for a free pass before October 5.
