Industry heads to Olympia as Advanstar aims to surpass last year's bumper attendance.
Advanstar is hoping that this year's Brand Licensing Europe can be even bigger than the 2010 event - which saw total visitors hitting 5,634, a 16 per cent increase on 2009.
The show also recorded a rise in overseas visitor numbers, with a 37 per cent increase on 2009. Retail attendance also increased by 15 per cent.
Over 250 exhibitors will be showcasing more than 2,200 properties across the three days at Olympia's Grand Hall. A staggering 90 exhibitors are new to the event for 2011.
"My main aim for the 2011 show is for it to assert its position as the foremost event in the European licensing industry - an event where licensing professionals come to find partners, to make deals and to review the thousands of brands that are available to licence," said Rachel Cowdrey, European marketing manager at Advanstar.
Highlights of the first day will include the traditional character parade at 11am, plus a keynote address from Michael Acton Smith, the creator of Moshi Monsters, at 1pm in the Licensing Academy.
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