Brand Licensing Europe hopes to improve its attendance figures | Key4Communications | News

The organization of Brand Licensing Europe, Advanstar Communications, expects 250 exhibitors and 6,000 visitors to be present at the event to be held in the Grand Hall Olympia London from 18 to 20 October.

The 2010 show already reached record levels, with 230 exhibitors and 5,634 attendees. It was the first time that Brand Licensing Europe was held for three days, and not two as before, which resulted in an increase in exhibitors of 16%. In 2009, growth had been of 33%.

So far, more than 200 exhibitors have confirmed their attendance, which would mean that over 80% of the surface would already be booked. Among others, licensing agents as Biplano, CPLG, Elastic Rights, and Saban Brands; licensees as Giochi Preziosi, Mattel and Hasbro, and owners such as BBC Worldwide Licensing, Fulanitos, Hit Entertainment, Sony Pictures and Twentieth Century Fox

Key4Communications, the website published by Ediciones Just with information of the licensing, toys and childcare business, will also attend the show with its own stand.

Information and education
The Screening Suites will be one of the highlights of the show: viewing sessions that will offer trailers of movies with wide licensing programs. In 2010 Sony Pictures, Twentieth Century Fox, TLC and Dreamworks offered two sessions of three quarters of an hour each.

Another activity that takes place within the framework of the fair is Licensing Academy, which includes 12 free seminars about business licenses. This year the organization has already advanced the presence of Michael Acton Smith, CEO and founder of Mind Candy, the online gaming company that created Moshi Monsters.

The organization will also continue to offer its Hosted Buyer Programme, which will ensure the presence of key retailers across Europe and will offer information on legal, technical and financial issues related to the licensing business, as well as information about specific properties and the management of their rights. As in 2010, this initiative will count with Sainsbury's and Mothercare.