This year’s Brand Licensing Europe, held at London’s Olympia last week, was the biggest ever, as initial figures reveal a 7 percent increase in attendance and a massive 30 percent increase in European visitors. According to show owner Advanstar Communications (parent company of License! Global), this achievement is reflective of the event’s rebrand in 2007 to Brand Licensing Europe, and the organizer’s increased marketing and PR activity designed to make the event more representative of the European licensing market.
A total of 189 exhibitors were on the show floor this year, including Chorion, Disney Consumer Products, Global Brands Group, HIT Entertainment, LEGO Group, Marvel Entertainment, Sony Pictures Entertainment, and The Licensing Company. A record 87 exhibitors—a total of 56 percent—had already rebooked for Brand Licensing Europe 2008 by the close of the show.
Helen Gardner, managing director of the event, says: “This year’s event was absolutely fantastic for our exhibitors and visitors alike. There was a tangible feeling of excitement buzzing through the hall as thousands of industry professionals met, new properties were unveiled, and deals were being struck. We were particularly thrilled with the staggering increase in European visitors to the event, testament to the dedicated marketing efforts which have taken place over the past 12 months. We can’t wait for 2008.”