Brand Licensing Europe 2011 is already a bigger event than last year's record-breaking show.
Major names with space already staked out include TLC, Beanstalk, HIT Entertainment, BBC Worldwide, Sanrio, Saban, Turner CN Enterprises, Fox, Chorion, Zodiak Rights, Studio 100, Mattel, Hasbro and Sony Pictures.
New exhibitors include F2D2, Smith and Wesson, the new kids' entertainment company HoHo, French broadcaster TF1 and D-Rights. DJ Tiesto, managed by The Movement International, will exhibit, and Elastic Rights makes its debut this year. Chupa Chups, the Spanish lollipop brand, will bring a riot of color as it extends the reach of its successful international licensing program. Chupa Chups recently appointed Fluid World to manage the brand in the U.K. Italian licensee Dynit joins a band of licensees including Cohen and Wilks and JAST, which will exhibit at the show to meet retailers and brand owners. Last year's License This! winner Animaru, a U.K. graphic design brand featuring stylized animal icons, will also debut. Also on hand, Elvis Presley Enterprises joins Muhammad Ali for the first time in London.
In 2010, 5,634 visitors attended Brand Licensing Europe–the highest draw to date. Attendees came from 63 countries, increasing overseas attendance by 37 percent. Retail buying teams came from Tesco, Debenhams, NEXT, Sainsburys, Auchan, Carrefour, Smyk, El Corte Ingles and others.
Brand Licensing Expo's visitor marketing campaign has just started for 2011 and has delivered increased quality visitors year-on-year. The Retail Mentoring Program, which launched last year and helped to increase the level of retail attendance, has just begun, with 15 participants.
The screening suites are beginning to fill up and Hasbro is confirmed as the sponsor of the entrance.
The Licensing Academy is also taking shape. Headlining the event is Michael Acton Smith, creator of Moshi Monsters, who will deliver the keynote address on opening day. Advanced seminars will also be offered on legal and accounting matters, licensing in the Russian market and facts and figures about the industry. The Licensing Academy concludes with the second License This! challenge, in which a short list of creative concepts that have licensing potential will be pitched to an expert panel for critique and advice. The panel then chooses a winning team, who will returns to the show floor the following year in a free, "walk-on" exhibition stand. The challenge will be declared open for entries in July with the announcement of this year's panel.
Brand Licensing Europe is Oct. 18-20 at London's Olympia. Registration is live at