The tenth Brand Licensing Europe show has opened its doors to the trade at Olympia's National Hall today.
The show will kick off this morning with the traditional costume character photo call, while a number of other events will be taking place throughout the day.
Around 2,500 licensing properties will be showcased, with organiser Advanstar expecting to welcome more than 4,000 visitors from all over Europe across the two days of the event.
Just some of the events today will include an appearance from Momma Cherri (of Gordon Ramsay's Kitchen Nightmare's fame) signing copies of her new book, Soul in a Bowl (510); a question and answer session with Lenny Henry to promote new pre-school show Big and Small; the launch of Gary the Gardener animated cartoon; 'Elvis' on the LMI stand; plus the chance to be encased in a giant bubble on the Science Museum stand.
Also, don't forget to head along to Rocket Licensing's stand (625) to have a go at the Atari Asteroids Championship.