National Hockey League licensees, retailers and others have taken to the ice this week at the NHL Exchange at the Scottrade Center, home of the St. Louis Blues. Representatives from all NHL 30 teams attend the annual retail trade show to seek out consumer product opportunities and retail trends for the upcoming season.

The show, now in its fifth year, offers three days for the sports' organization's more than 250 licensees, retailers and club merchants from the U.S. and Canada to explore opportunities. In addition, conference topics will include evergreen and seasonal merchandise strategies, understanding the tribal nature of passionate NHL fans, club and sponsor perspectives on upcoming season and counterfeit prevention.

"We are thrilled to engage and help prepare our many business partners for the upcoming season with the information and tools that will help them reach their business goals," says Brian Jennings, NHL's executive vice president of marketing. "Coming off a successful 2009-10 season, we are looking to continue this great momentum into the next year."

Guest speakers include Peter McLoughlin, chief executive officer of the St. Louis Blues; and Greg Stubblefield, executive vice president and chief strategy officer of Enterprise Holdings, the official rent-a-car of the NHL.