Squirt the Staffie from Battersea Dogs & Cats Home will appear on all marketing materials and at the show.
Brand Licensing Europe will have an official show mascot this year, in the form of Battersea Dogs & Cats Home rescue dog, Squirt the Staffie.
Squirt will appear on all BLE marketing material, and will also make a guest appearance at the show - all to help heighten the profile of the charity with exhibitors and visitors and support its valuable work.
Squirt was handed into Battersea Dogs & Cats Home because her owners did not have enough time to care for her as they worked long hours. She was rehomed by a Battersea employee and now lives in London with four other dogs. Squirt will be available at the show for photo calls on the Battersea stand (N30).
The charity will be focusing on attracting new partners for both its adult and children's licensing programmes at the show. It is also seeking new licensees for apparel, accessories, gift, stationery, toys and games, as well as homewares.
"This is the first time BLE will have its own show mascot, and we are delighted to be able to support such a worthwhile cause," said Darrem Brechin, BLE event director. "We hope that showcasing Squirt will highlight the difference the charity's brand licensing programme is making to the thousands of dogs and cats being cared for by Battersea each year."