Assassin's Creed, Sonic and LittieBigPlanet are amongst the top video game franchises heading to Brand Licensing Europe this week.
The event will feature over 248 exhibitors in what the organisers are describing as the biggest in the show's 14-year history.
It all kicks off at London's Olympia tomorrow (October 16th) and runs until to October 18th.
As the biggest licensing show in Europe, it provides the perfect opportunity for us to showcase our leading brands and increase awareness of them to a wide and varied audience of European licensees,” said Ubisoft's EMEA director of consumer products Virginie Sergent.
Sega's head of brand licensing Sissel Henno added: The Brand Licensing Show is the most important event in our licensing diary as we're in a period of rapid growth around our key brands such as Sonic The Hedgehog and Total War.”
Sony will also be present, showcasing established brands like Invizimals, LittleBigPlanet, Killzone and Uncharted. Invizimals is currently being developed into an animated TV series.
The firm will also show off new IPs, including The Last of Us, Beyond: Two Souls and Until Dawn.
A Sony statement said: We continue to demonstrate the growing momentum of our licensing programme with exciting new initiatives supporting established franchises and through our commitment to new IPs as seen at Brand Licensing Europe 2012.”