Brand Licensing Europe, has confirmed a host of new exhibitors as the show readies for its launch in just over a week.
Arsenal, Puma, Extreme Sports Company, Kitbag, Ragdoll and Rastamouse have all joined the annual exhibition.
Arsenal Football Club and Puma have joined the Brands Zone alongside Extreme Sports Company and Kitbag, representing Everton, Manchester City, Nottingham Forest and Sunderland football clubs.
Puma's Claudia Freudenberg, commented: "Puma will showcase its licensing collaborations and partnerships within key categories, such as eyewear, watches, fragrances and safety shoes, at the Brand Licensing Expo in London.
"This is a great opportunity for licensees, licensors, retailers and distributors to gain an insight into Puma's licensed products and discuss possible future relationships."
Elsewhere on the show floor Ragdoll Worldwide and The Rastamouse Company have joined the Character and Entertainment Zone, billed by the event organisers as 'the most diverse Brand Licensing show yet.'
BLE event director, Darren Brechin, said: "It's good news that companies are still signing up to exhibit at BLE this year.
"It's a sign of confidence in the market and it means there will be even more for our retail and manufacturing visitors to see. We wish Arsenal, Extreme Sports Company, Kitbag, Puma, rag doll and Rastamouse a very successful show."
The show, organised by Advanstar, will take place from October 15th to October 17th.