Advanstar is hoping that this year's Brand Licensing Europe can be even bigger than the 2010 event - which saw total visitors hitting 5,634, a 16 per cent increase on 2009.
Over 250 exhibitors will be showcasing more than 2,200 properties across the three days at Olympia's Grand Hall. A staggering 90 exhibitors are new to the event for 2011.
ToyNews will be reporting all the breaking news direct from the showfloor, as well as tweeting our thoughts, so make sure you follow us @toynewsonline.
Highlights from today's programme will include the traditional character costume parade, plus the keynote address from Mind Candy's Michael Acton Smith.
To read our full preview guide to Brand Licensing Europe on sister site Licensing.biz, simply click here.