Advanstar Extends Brand Licensing Europe 2010 to a Third Day

LONDON, April 28, 2010 - Brand Licensing Europe, the Advanstar organised licensing exhibition that
attracts Europe's highest concentration of brand managers, licensing
agencies, retailers and manufacturers, has extended this year's show to three
days due to staggering industry demand.

(Logo: www.newscom.com/cgi-bin/prnh/20100428/NY95307LOGO )

The decision comes after research conducted by Brand Licensing Europe
showed that 61% of exhibitors wanted a third day added. In 2009 the show saw
record attendance levels, which, at nearly 5,000 visitors was up 13.5% on
2008. International visitor attendance increased by 33% on the previous year,
with 58 countries represented. This has fuelled the demand from exhibitors
and visitors for more meeting time.

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

The 2010 event is already expected to be 40% bigger than last year.
Thousands of major businesses will be represented at the exhibition with a
high level of senior management in attendance: in 2009 87% of visitors were
key decision makers.

Jessica Blue, event director of Brand Licensing Europe, said: "After the
success of 2009's event, the demand from exhibitors and visitors to increase
the show to three days increased dramatically. Exhibitors will benefit from
35% more exhibit time and visitors will have more time to see everything and
meet everyone they want to meet.

"We're confident that Brand Licensing Europe is going to be even bigger
and better than before and we are thrilled to extend the exhibition to a
third day."

Notes to Editors:

Please find below testimonials from exhibitors and visitors supporting
the three day event, source Licensing.biz (October 2009)

"The best Brand Licensing show to date in my opinion. It was evident by
walking the aisles and the continuous traffic on our stand that numbers were
up and we were encouraged to see such a significant turnout of retailers and
overseas visitors. We would welcome a move to three days, as with back to
back meetings we found the two-day format just isn't enough to fit in
everyone we'd like to see. We very much look forward to returning to the show
in 2010."

Alan Fenwick, VP, Turner CN Enterprises

"The show was certainly busy and the whole team was rushed off their
feet. BLE is a key show for 4Kids and the chance to meet with all our EMEA
partners under one roof. We are certainly happy with the venue and will
always have a presence at the show. Buyers are also beginning to realise that
BLE is a must-attend event and a very worthwhile day out of the office. 4Kids
has always championed for a three day show and I think the traffic levels
prove that this would be well attended."

Victoria Charles, Senior Marketing & Communications Manager, EMEA, 4Kids

"I thought that the show was brilliant. You could see by the huge
increase in attendees (particularly retailers) that Advanstar had done a
great marketing job since the last show. There was a real buzz in the hall
with people writing deals on both days. As a licensee, it is definitely an
essential event to attend. My only concern is that the show is too short."

Trevor Jones, Licensing Director, Danilo

"This year we came as a Mothercare team which worked well, with both
Clothing and Toys attending key meetings together. It is very difficult to
fit everything into two days, I believe that three days or two and a half
would be better. The show seemed very busy especially on the first day. The
Retail Lounge proved very useful and provided somewhere for the team to catch
up on information and prepare for meetings."

Emma Baker, Senior Buyer, Mothercare

"There was an excellent buzz around the show and I was very impressed
with how busy it was; it was very worthwhile attending. I feel that it should
be extended for a further day. I would like to attend some of the seminars,
but due to the number of showcases and appointments which I had, I found it
hard to schedule them into my itinerary."

Alison Pilgrim, Senior Licensing & Brand Development Manager, Golden Bear

"I enjoyed the show very much and the event remains a useful forum to
discuss current and future properties. It's a great place to network and meet
with licensors under one roof. As a licensee, I would prefer a three-day show
as it would give us more quality time with major licensors and time to look
around at some licenses which may not have been on the radar."

Phil Ratcliffe, Sales & Marketing Director, MV Sports

Braben, ble2010 at braben.co.uk, +44-0207-025-8021