The number of companies from continental Europe exhibiting at this year's Brand Licensing Europe has already exceeded the 2007 figure - and there are still seven weeks to go before the event opens its doors.
More than 20 European brand owners will be at London's Olympia for the show in October, marking an increase of 38 per cent on last year already.
This represents the biggest European turnout since BLE launched ten years ago.
In addition, 12 of these companies are brand new exhibitors. Bohem Press and Paule Marrot Editions will feature in the Art, Design and Image Licensing Zone; 24IP Law Group will be offering guidance to visitors in the Advice Centre; while the remaining nine will be on the show floor.
Together, European exhibitors will showcase well in excess of 100 properties from all categories including Diego y Dolores, MotoGP, A Monster in Paris, Ruby Tuesday, Leonardo da Vinci, van Gogh, Monet, Kilmt and Rembrandt paintings, NBA Europe, Monchhichi and The Owl to name just a few.
Advanstar is also gearing up for an increase in European visitors with the appointment of Joanna Batson as retail manager.
"Our European Hosted Buyers Programme was a massive success last year, bringing a 36 per cent increase in the number of senior buyers from major retailers such as El Corte Ingles, Auchan, Carrefour France and Toys R Us Netherlands," said event manager Jon Gibson.
"This year, we plan to increase those numbers further by extending to key retailers in Eastern Europe. As the licensing market continues to grow throughout Eastern Europe, so will the number of local buyers. The importance of these buyers to brand owners will increase significantly over the next few years, which is why it's essential to get them on board now."