This year's move to Las Vegas for Licensing International has proved a major draw for new exhibitors, with Advanstar revealing that some 72 fresh firms will be on the show floor.
The newcomers come from various sectors of the licensing industry, including Liverpool Football Club, Universal Studios, Fitzroy Media, Electronic Arts and Konami among others.
"We are very excited to be a first time exhibitor," said Patrick O'Brien, VP of Electronic Arts. "With video games a dominant entertainment form, this is the right time to extend EA's brands and game characters to reach our fans through even more touch points, and the Licensing International Expo provides us with the means to do so effectively."
The move to the Mandalay Bay Convention Center will provide an expanded show floor, as well as reducing certain back-end costs for exhibitors and allowing Advanstar to introduce a number of new features.
Hamp Hampton, CEO of Fitzroy Media, added: "Changing venues to Las Vegas adds a real spark to the show. Having access to the great services and amenities at the Mandalay Bay gives me as an exhibitor the chance to entertain my clients and prospective licensees all under one roof.
"I am looking forward to seeing my business grow as a result of the move to Las Vegas."
The show will also welcome back a number of returning companies including Mattel, Hasbro, Warner Bros Consumer Products, Nickelodeon and Viacom Consumer Products, Lego, Nintendo and Sesame Workshop.
Licensing International 2009 will run from June 2nd to 4th.