Licensed toys are a very important element for industry and retail. Its impact is constantly increasing. In particular, licensors from the entertainment industry, such as The Walt Disney Company, NBCUniversal and Paramount Global, 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?

Licenses continue to be an important revenue generator for the toy industry. This was revealed by the 2023 Global Licensing Industry Study published by Licensing International for 2022. According to the study, the licensing industry had another strong year in terms of sales in 2022. The revenue grew by 8% compared to 2021, reaching USD 340.8 billion. Again, 12% (or $42.7 billion) of this can be attributed to the toy industry. Considering that global sales in the toy market were, according to statista, around $107.5 billion in 2022 2, licenses have become an essential part of the toy industry.

Licenses at the Spielwarenmesse

LicenseLounge hosted by Spielwarenmesse & BRANDmate

For the first time, the LicenseLounge offered 2024 the opportunity to combine the topic of licenses in a dedicated area. The new special area (Stand E-01 in Hall 12.0) offered a relaxed exchange with international license experts. Attractive product presentations and specialist magazines rounded off the overall offering.


LicenseTalks powered by Licensing International, Licensing Magazine and BRANDmate

Our knowledge platform on the subject of licenses got a new location for Spielwarenmesse 2024: LicenseTalks took place from Tuesday to Thursday in Hall 12.0 - embedded in the atmosphere of the LicenseLounge hosted by Spielwarenmesse & BRANDmate. With the support of Licensing International, Licensing Magazine and BRANDmate, international experts from the licensing industry presented market developments and itroduce global trends. Best practice examples highlighted interesting approaches. The focus was on informal counter discussions - there was an exchange that the audience could actively participate in.


As part of the LicensePreview, licensors have the opportunity to present new licenses in a unique way at the Spielwarenmesse. The exclusive preview only takes place for selected guests in the Munich hall (NCC Mitte).

Walking Acts

The quickest way to maximize attention for licenses: Walking acts on the exhibition grounds! They immediately impressed visitors from a far and showcased licenses in the best possible way.