Brand Licensing Europe, the Advanstar organised licensing exhibition that attracts Europe’s highest concentration of brand managers, licensing agencies, retailers and manufacturers, has extended this year’s show to three days due to staggering industry demand.

The decision comes after research conducted by Brand Licensing Europe showed that 61% of exhibitors wanted a third day added. In 2009 the show saw record attendance levels, which, at nearly 5,000 visitors was up 13.5% on 2008. International visitor attendance increased by 33% on the previous year, with 58 countries represented. This has fuelled the demand from exhibitors and visitors for more meeting time.

BLE 2010 will now take place from 28-30 September 2010 at London’s Grand Hall, Olympia.

The 2010 event is already expected to be 40% bigger than last year. Thousands of major businesses will be represented at the exhibition with a high level of senior management in attendance: in 2009 87% of visitors were key decision makers.

Jessica Blue, event director of Brand Licensing Europe, said: “After the success of 2009’s event, the demand from exhibitors and visitors to increase the show to three days increased dramatically. Exhibitors will benefit from 35% more exhibit time and visitors will have more time to see everything and meet everyone they want to meet. We’re confident that Brand Licensing Europe is going to be even bigger and better than before and we are thrilled to extend the exhibition to a third day.”