Two-day event kicks off today with appearances from celebrities, authors and famous characters.
Olympia has thrown open its doors to the European licensing industry this morning.
The first day of Brand Licensing Europe - which is being held in the Grand Hall - will see visitors treated to a number of special appearances from famous faces.
Authors such as Janey Louise Jones, who wrote the Princess Poppy books (Copyrights stand 630) and Conn Iggulden of Dangerous Book for Boys fame (Rocket stand 348) will be making an appearance, while Lisa Clark, the agony aunt from Mizz Magazine will be on the Jane Evans Licensing booth (549) signing copies of Lola Love.
The BBC Worldwide stand will also play host to Richard Armitage (Guy of Gisbourne) and Foz Allen, the executive producer of Robin Hood.
Wednesday will see a PA from psychic medium and Most Haunted star Derek Acorah, plus creator of The World Garden Tom Hart Dyke.
NPD will also be presenting its latest statistics on the licensing industry. Total licensed spend in the UK for children 0-14 years old from July 2006 to June 2007 is over £2.4 billion.
Recent figures from NPD has shown that over £1 in every £5 spent on kids is licensed - whether it's clothing, footwear, accessories, health and beauty, DVDs, greeting cards, publishing, school equipment, toys, video games or consumer electronics.