Brand Licensing Europe has announced a new focus on games at this year's show, with a major focus this year going on the new Interactive Game Zone.
The new area will offer each participant the chance to demonstrate their products to licensees and retailers. Competitions, demos and screenings of the latest games will be running across the two day show – which takes place from September 30th to October 1st.
The area will be limited to nine participants on a first come, first served basis.
Overall sponsorship of the zone is also available.
According to the show's research, 70 per cent of the retail buyers and licensees who attended Brand Licensing Europe in 2008 were seeking opportunities from the entertainment sector.