Advanstar's popular Brand Licensing show will be rebranded as Brand Licensing Europe from tomorrow.
Advanstar sets its targets high for this year's show as exhibitor numbers hit 100 mark already.
Studios flock to participate in Screening Suite at this October's event.
Almost 100 companies, including many first time exhibitors, have already signed up for this year's Brand Licensing Europe show - an increase of 43 per cent on this time last year according to organisers Advanstar.
2006 show in the running for Most Improved Established Exhibition at the Event Awards.