Brand Licensing Europe 2009, which took place in London last week, was the biggest and busiest in its 11 year history attracting a record attendance of 4,862 verified, AEO audited visitors – up 13.5 percent on the previous year.

Overseas visitor numbers also rose steeply to 1,307 – an increase of 33 percent; and the show welcomed a record number of European exhibitors - 32 in total – up 30 per cent on last year. Retail buyer attendance increased by seven percent with Amazon, Asda, Auchan, BHS, Boots, C&A Europe, Carrefour, El Corte Ingles, HMV, Sainsbury's, Play.com and Tesco among them. The show itself was eight percent bigger with many of the 180 exhibitors on the floor returning from previous years with larger stands and 61 brand new exhibitors taking advantage of the Brand Licensing Europe platform for the very first time.

1,062 seats were filled during the Licensing Academy seminar series with keynotes from Bruno Schwobthaler and Phil Davies packed to the rafters. 1,560 filled the Screening Suite sessions and the TV Lounge was also very popular with presentations from the likes of Lenny Henry, who voices Big and Small. Magician Paul Daniels was also in attendance to promote his children’s property Wizbit.

The new Toy Store, Licensed Lifestyle and Salon showcases were well received, as was the Interactive Game Zone, where LEGO and Warner Bros rocked up a storm with LEGO Rock Band.

“We’re thrilled with the success of Brand Licensing Europe 2009. To increase visitor numbers by over 13 percent is an amazing feat at any time, but even more so given the current economic climate,” commented event director Jessica Blue.

“This success is testament to the strength of the European licensing industry and the level of confidence it has in the future. There was a palpable level of optimism in the air and visitors were making decisions and not just browsing.”

“But it’s also testament to the hard work and investment that Advanstar has ploughed in to the show since 2005. Each year we have listened intently to our visitors and exhibitors and refined the show in line with their needs. By introducing new feature areas such as the Screening Suite, TV Lounge, Licensing Academy, Retail Buyers Centre, Global Partner Programme, Interactive Game Zone and product showcases we have both enhanced the visitor experience at Brand Licensing Europe and also added value to our exhibitors’ experience and ROI.”

Feedback from exhibitors:

Louise French, AVP marketing and business development, The Beanstalk Group: “The Beanstalk stand was consistently busy at Brand Licensing Europe. This year's show delivered more high quality retailers and on the whole some great opportunities have been created for new licensing partners, new brands and retail placement.”

Ian Downes, director, Start Licensing: “For Start Licensing the show was a real success – we worked in a focused way to promote our brands and were delighted with the response we received. We had a good mix of existing customers, new potential licensees and retail buyers. We also had a successful presentation for Big & Small in the TV Lounge with over 100 attendees. Brand Licensing Europe was great value for money for us and really projected Start Licensing in a positive way.”

David Ball, managing director, Performance Brands: “Meeting major UK retailers such as Asda and Tesco, Brand Licensing Europe has created many opportunities for us.”

Ulf Vespermann, managing director, Celebrities Entertainment: “Brand licensing Europe 2009 had a strong international audience and was buzzing with a very positive mood about the future.”

Kevin Powell, COO, Gidget Worldwide (first time exhibitor): “As a first time exhibitor my aim was to build my brand within a European market and Brand Licensing Europe has exceeded my expectations.”