Leading brands from all over the world will come together at Brand Licensing Europe this October in the debut of the first-ever Brands Zone.

The new area will bring together some of the world’s leading sport, fashion and lifestyle brands at Europe’s largest licensing event, which will take place Oct. 15-17 at London’s Olympia.

Newly signed exhibitors for the Brands Zone include Arsenal Football Club, Automobili Lamborghini, Extreme Sports Company, FIFA, Major League Baseball, Playboy Enterprises and Puma.

They join adidas-A.C. Milan, adidas-Real Madrid, Manchester United Merchandising, Chupa Chups, NBA Europe, The Royal Ballet, Discovery, Maui & Sons and more.

In addition specialist brand licensing agencies will represent giants such as Coca-Cola, Jelly Belly, Budweiser, Chewits, Slazenger and Aquascutum.

The guitar brand, Fender, will be represented on the show floor for the first time.

High profile heritage and non-profit brands include The National Trust, WWF and the Victoria and Albert Museum.

The Brands Zone is part of a re-organization of the show floor this year that will also includes two other areas–Character and Entertainment; and Art, Design and Image.

“Zoning BLE into three distinct areas will enable visitors to navigate the show more easily than ever before,” says Darren Brechin, event director, BLE. “We are very excited to have been able to attract so many strong consumer brands and we welcome them to the show this year. We are sure they will make successful new partnerships with retailers, manufacturers and licensees. If you want to work with them, you must come to BLE.”

For more information about Brand Licensing Europe 2013 visit BrandLicensing.eu.