A raft of new companies have pledged their support to this year's Brand Licensing Europe - including Hasbro, which is returning to the show following a six-year absence.
The toy giant will line up alongside fellow new exhibitors Paramount Licensing, Hallmark, Dream Entertainment, Biplano SA, Smart Brands. Skechers, Backstage Srl, Kellogg Vintage Srchive, Dominique Vari, King Features and Bulls Press.
Several exhibitors have also increased their stand sizes including Mattel Brands Consumer Products, The Licensing Company, Start Licensing, Walker Books, Lego, Classic Media and Mondo TV.
Over 130 exhibitors have now signed up, making it the fastest selling Brand Licensing Europe show to date. The event's overall size is up 40 per cent compared with this time last year.
"Ever since the doors closed on last year's show we have been inundated with bookings and we anticipate Olympia Grand Hall's ground floor will soon sell out," said event director, Jessica Blue.
Brand Licensing Europe 2010 is due to take place on September 29th and 30th.