Advanstar has extended this year's Brand Licensing Europe to three days following unprecedented demand from the industry.
The decision comes after research conducted by BLE showed that 61 per cent of exhibitors wanted a third day.
Last year's show saw record attendance levels, which, at nearly 5,000 visitors was up 13.5 per cent on 2008. International visitor attendance was up by 33 per cent on the previous year, with 58 countries represented.
The show will now run from Tuesday September 28th to Thursday September 30th at the Grand Hall in London's Olympia.
The 2010 event is already expected to be 40 per cent bigger than last year.
"After the success of 2009's event, the demand from exhibitors and visitors to increase the show to three days increased dramatically," said Jessica Blue, event director. "Exhibitors will benefit from 35 per cent more exhibit time and visitors will have more time to see everything and meet everyone they want to.
"We're confident that Brand Licensing Europe is going to be even bigger and better than before and we are thrilled to extend the exhibition to a third day."