Brand Licensing Europe will be hosting a themed 'Table Dennis' competition at this year's show, aiming to raise awareness of table tennis as an effective therapy for dementia sufferers.
The show is teaming up with DC Thomson Consumer Products, Bounce Alzheimer's Therapy (BAT) and Table Tennis England (TTE).
BLE has donated floor space for the games, which will feature a Beano themed table, players' chairs, bats and balls, all illustrated with characters from The Beano including Dennis, Gnasher and Minnie the Minx.
Championship players from Table Tennis England - together with sports personalities and celebraties - will be invited to take part in demonstration matches throughout the show. Exhibitors and visitors are also encouraged to join in, with TTE coaches on hand to offer professional tips.
Tim Collins, head of brands at DC Thomson Consumer Products, said: "We're delighted to help and bring some fun to what it a very worthwhile cause."
BLE event director, Darren Brechin, added: "We are thrilled to be able to support such valuable research, and are particularly excited to see licensing being used in such an innovative way.
"Our BLE team is limbering up to compete against anyone up for the challenge."
BLE takes place at London Olympia from October 7th to 9th. Click on this link for further details.