Advanstar Communications is celebrating. Its flagship European event - Brand Licensing Europe - celebrated its 10th birthday last week and, according to initial figures, is in line to equal the success of 2007’s record-breaking event, which pulled in 5,488 attendees and 4,301 pure visitors.

Over forty per cent (73 out of 181) of companies exhibiting at the show, which took place at London’s Olympia on 1-2 October, rebooked while still on-site. These include Aardman Animations, Beanstalk Group, Dorna Sports, Jetix, Manchester United, Target Entertainment and Vooz Media, as well as decade-long show supporters BBC Worldwide Licensing and HIT Entertainment.

Testament to the success of this year’s show is the number of companies wishing to not only return in 2009 but also increase their stand size. These include big names Chapman Entertainment and Entertainment Rights, first-time exhibitors Cartoon Network and Ludorum, and European companies TV Loonland and VipoLand. Advanstar also has a waiting list of companies wishing to exhibit for the first time in 2009.

A total of 181 companies from across Europe and beyond and representing every area of the licensing industry presented thousands of exciting new licensing opportunities at Brand Licensing Europe this year. More than 50 of these companies were first time exhibitors and 2008 attracted the highest number of exhibitors ever from mainland Europe.

New properties such as 3rd and Bird (BBC Worldwide), Big and Small (Start Licensing), Olivia (Chorion) and Woof! (Caroline Jayne Church) were launched. Retro properties Morph (Aardman), Pinky & Perky (PPC), Dennis & Gnasher (Ludorum), Atari (Rocket Licensing) and Moomin (Parthenon) were revisited. Celebrities Lenny Henry and Momma Cherri made special appearances. And birthdays were celebrated: Brand Licensing Europe, Bob the Builder and the Tweenies are all ten, Paddington is 50 and Noddy will be 60 in 2009.

John Collins, senior marketing manager, Europe, Chorion: “The show was a resounding success for Chorion. Not only were our brands top-of-mind with everyone attending the show, in particular Olivia, but our stand was extremely busy at all times. As ever, Brand Licensing Europe proved an excellent event at which to meet key partners – both existing and potential. Details of the big deals to follow soon!”

Lori Heiss, senior marketing director, HIT Entertainment: “HIT Entertainment has had a great year a Brand Licensing Europe 2008 - it provided us with a great opportunity to catch up with both current and new partners and showcase our new developments. Our enhanced presence at this year's show through our sponsorship of the Thomas & Friends: The Great Discovery themed reception and the Bob the Builder 10th anniversary party ensured that our brands really stood out and resulted in more walk-up traffic than ever before. We're already looking forward to next year's show!”

Janet Woodward, managing director, Coolabi: “Yet again the Advanstar team excelled itself with a show, which from my aspect as an exhibitor, was a total triumph. In an atmosphere of universal doom and gloom Brand Licensing Europe was vibrant and buzzing. Deals were being done and the licensing industry appeared to be incredibly buoyant. The hard work of the last ten years is bearing fruit with an increased presence of retailers and European attendees.”

Ian Downes, director, Start Licensing: “Brand Licensing Europe provided the perfect platform for us to launch Big and Small into the trade market. We had a lot of interesting meetings at Brand Licensing Europe and I am looking forward to progressing these and continuing to roll out the licensing programme for the property.”

Rob Corney, managing director, Bulldog Licensing: “BLE was an incredible show for us… in all my time in licensing I have never witnessed such positive reactions to the brands I was working on. Goochicoo and Gogo’s were brilliantly received by licensees and retailers – we even did a deal on the spot and then confirmed retail listings for that licensee’s product the same day!”

Jessica Blue, event director of Brand Licensing Europe, added: “Advanstar has invested heavily into Brand Licensing Europe over its ten years, determined to create a trade event that fulfils all of the licensing industry’s requirements, whether that’s a platform to be educated, a place to network or as a facilitator for striking new business deals. When more than four thousand visitors poured through the doors of Olympia last week, and more than forty per cent of exhibitors re-booked on site, we can be confident that all of that hard work has paid off.”

Brand Licensing Europe 2009 takes place from 30 September – 1 October at Olympia’s Grand Hall in London.