2010 is a year when the world has never been more excited about licensing as we wonder how a pig called Peppa could earn £100 million in the UK alone, how the cute Love Hearts sweets found themselves launching their own perfume range and we all marveled at Thomas the Tank Engine turning 65 but being far from stopping work and drawing his pension.

Brand Licensing Europe 2010 is the definitive event for the entire European licensing industry and has been extended by a third day this year, following overwhelming demand from exhibitors and visitors.

230 licensors and agents will exhibit, representing over 2000 fashion and lifestyle brands, children’s characters, celebrities, art and image libraries, sports clubs, movies and TV shows.

Brands already secured to be appearing at the show include Mr Men and Little Miss, Peppa Pig, Lego, Sony, Moto GP, Lazytown, Royal Navy, Renault, Bob the Builder and Playstation.

Now in its 12th successful year, over 4800 retail buyers, licensees, consumer goods manufacturers, ad agencies and sales promotion professionals attend from 58 countries. Last year international visitors attending the show rose by 33% on the previous year. Visitors at the show attend in order to strike up lucrative licensing partnerships with the people behind the brands and to discover what licensed products consumers will be buying in the next 12-24 months.

In addition to the show floor full of exhibitors, the Licensing Academy will once again offer a packed agenda of panel and discussion sessions, as well as key note speakers including Andrew Davenport, creator of Teletubbies and In the Night Garden. The Licensing Academy offers visitors the chance to hear licensing industry spokespeople discuss the most important issues in the business today.

2010 also sees the launch of the brand new License This! Challenge, a Dragon’s Den style presentation of licensable concepts that have yet to secure licensing and merchandising programmes.

Brand Licensing Europe 2010 will take place from 28-30 September 2010 at London’s Grand Hall, Olympia.

Further information and show updates can be found at: www.brandlicensing.eu