Licenses at Spielwarenmesse
The most successful licence deals in the industry
Licences are at the heart of the modern toy industry. From Pokémon and Harry Potter to LEGO and Barbie – licensed products dominate the bestseller lists and create emotional connections that translate directly into sales. Among the strongest drivers in recent years are also classic franchises such as Star Wars and video game worlds such as Minecraft, which have ensured enthusiastic fans and reliable sales momentum across generations.
2025 clearly shows that licences are growing steadily and shaping trends ranging from gaming and anime to blockbuster films, lifestyle brands and sport. Video game IPs and toys, in particular, are driving demand significantly, fuelled by nostalgia, fandom and a passion for collecting – even amongst kidults. Licensed products thus ensure reliable growth and strong momentum both in-store and online.
These licensing highlights await you at Spielwarenmesse:
- LicenseLounge – Networking in relaxed atmosphere
- LicenseTalks – Industry professionals' expertise
- Licensing International– Licensing industry association
- LicencePreview – Exclusive insights into upcoming trends
- WalkingActs – Experience popular characters live
License Market 2025
The numbers speak for themselves:
Why Licenses Are Successful
Licences appeal to both the heart and the head: familiar brands make purchasing decisions easy. Visible across all channels, they stick in the memory and are the preferred choice for purchases both in-store and online.
The advantages:
- Enormous recognition value – globally known characters and brands
- Strong customer loyalty – emotional connection to popular franchises
- High sales figures – proven success formula in the market
- Broad target group – from children to adult collectors
Licensed toys continue to dominate the global toy industry. With +7.1% growth, the licensed Toys category once again outperformed the overall market, fueled by strong franchises, Anime, and the growing "Kidults" segment.
- North America: $24.5 billion in licensed toy sales — the world's largest market, though growth here lagged behind other regions.
- Europe: $10.3 billion in licensed toy sales, with standout performers like the UK and Germany.
- North Asia: $5.6 billion in licensed toy sales — the fastest-growing region worldwide at +14.1%.
This means: Across the world's 12 largest toy markets, licensed toys now hold a record 37% market share — the highest level ever recorded.
Your License Highlights at Spielwarenmesse
LicenseLounge powered by BRANDmania
Business happens in a relaxed atmosphere. The LicenseLounge in Foyer NCC West offers the perfect platform for direct exchange between licensors and licensees.
Also ideal for industry newcomers: Comprehensive expert information and license magazines provide a first insight into the licensing world and make it easier to get started.
You’ll also have the chance to meet the organisers of BRANDmania at the LicenseLounge – the largest licensing festival in the DACH region and a unique hub for licences and collaborations. Take this opportunity to find out more about the festival, the program and how you can get involved.
LicenseTalks
The LicenseTalks will form part of the conference program at the Toy Business Forum (Hall 3A). International experts from the licensing industry will take to the main stage to offer fascinating insights into current market developments and global trends. Join us live on Tuesday 2 February and Thursday 4 February and benefit from concise, first-hand licensing knowledge!
Program:
Tuesday, 2 February 2027
11:30 am – 12:00 pm
First steps in licensing – An overview for beginners
Speaker: Rainer Saemann, Vice President Commerce, Seven.One AdFactory
2:45 pm – 3:30 pm
Licensing Unboxed: Latest data, trends and the growing importance of the adult audience
Speaker: Petra Strobl, Managing Director, Licensing International Germany
Thursday, 4 February 2027
11:30 am – 12:00 pm
The Collab Files – Expect the Unexpected
Speakers: Eva Stemmer & Jörg Meister, Founders and Managing Directors, little big things GmbH
LicensePreview
Exclusive insights behind closed doors. The LicensePreview in NCC Mitte, Munich Hall, offers licensors the unique opportunity to present their latest licenses to a selected professional audience. In a confidential setting, up to 140 industry representatives can discover innovative products and concepts and provide direct feedback – before they go public.
Walking Acts
The fastest way to maximize attention for licenses: Walking Acts directly on the exhibition grounds! They impress visitors from afar and optimally showcase different licenses.
