Licensed toys are a very important element for industry and retail, and their importance will increase in the future. In particular, licensors from the entertainment industry, such as The Walt Disney Company, NBCUniversal or ViacomCBS, are among the drivers of the license market and bring attractive revenues to the toy industry. The Spielwarenmesse gives you a broad overview of international licensed products and popular licenses.


Why are licenses important for the toy industry?

  • With an expected growth of 14% until 2020, licensed toys are developing much more dynamically than traditional non-licensed toys.
  • Licensing is one of the most successful marketing measures, as it can significantly increase the awareness of a product.
  • Licensed products are a natural part of the assortment that the customer expects in the shops.
Licenses at the Spielwarenmesse


LicenseTalks 2023

Our knowledge platform on the subject of licenses goes live during the Spielwarenmesse from Wednesday to Friday always from 10:00 to 11:30 a.m. in the Toy Business Forum in Hall 3A. With the support of Licensing International, Licensing Magazine and BRANDmate, international experts from the licensing industry will present the latest market developments and introduce global trends here.

Find all presentations on-demand at Spielwarenmesse Digital.