This year’s BLE saw the crowning of the License This 2013 winner, a whimsical rodent drawn in distinctive black and white silhouette, Mr Trafalgar.
From the mind of Newcastle artist and illustrator, Jamie Patterson, Mr Trafalgar is a mysterious penny farthing-riding rat who inhabits a world of humanised animal characters.
Inspired by art nouveau and illustrators such as Aubrey Beardsley and Jan Pienkowski, Mr Trafalgar fought of stiff competition from three other finalists: The Fantastical Adventures of Elle, Princess Pirates and Railway of Life.
Chair of the judges, David Riley, managing director, Egmont Publishing Group, said: "License This 2013 produced a very high calibre of entrants, and the panel was confident that any one of the shortlisted brands could make it commercially.
"Howerver, there could only ever be one winner, and we were delighted to award the prize to Mr Trafalgar, developed by Jamie Paterson and Bella Binus.
"Original, quirky, amusing, distinctive, Mr Trafalgar has huge appeal for both adults and children across a range of categories. Well done."
The License This challenge, now in its fourth year, offers new creative concepts the opportunity to break into the global licensing industry.
In front of an audience at BLE on Thursday, October 17th, Mr Trafalgar was handed the first place prize of a fully furnished stand at Brand Licensing Europe 2014.
Mr Trafalgar’s creator Jamie Patterson, said: "Winning this competition, it feels like I have flown to the moon and back. I am very happy."
Patterson’s business partner, Bella Binus, added: "Winning License This has given us an enormous confidence boost to develop the property further.
"We are delighted to receive so much recognition and support from the panel, audience and organisers.
"We are excited at all the he challenges the next 12 months might bring and look forward to coming back with Mr Trafalgar to BLE 2014."