License to Play: The new diversity of the licensing world

By Stefanie Jäger / Pavlo Kosobutskyi

Whether it’s a school bag featuring Pokémon or a T-shirt bearing the logo of the South Korean boy band BTS: we come across licences at every turn in our daily lives – and by no means just amongst children. What excites the little ones often appeals to adults too. Licences create emotional connections to characters, stories and brands that are familiar to us and that we are happy to incorporate into our everyday lives.

They give products a story, create an emotional connection and open the door to worlds where we already feel at home. At the same time, they leave room for us to continue these stories in our own unique way. What was just a scene on the screen yesterday becomes our own adventure today.

But where do these worlds actually come from? They no longer come solely from cinema and television. Social media, streaming, gaming and digital communities are producing new characters and stories by the minute. A viral moment makes a character famous worldwide, a streaming hit creates a new fanbase, and an anime series becomes the starting point for an entire product universe.

In the past, new licensed products were often tied to specific cinema releases or the start of a new series season. Today, trends and events emerge throughout the year. A gaming trend or a viral social media moment can spark enthusiasm at any time and inspire new product ideas. What starts on a smartphone today may well end up in a child’s bedroom tomorrow. 

The boundaries between entertainment and play are thus becoming increasingly blurred. Whatever captivates becomes playable. The ToyTrend 2027 Licence to Play highlights how stories, characters and viral moments give rise to entirely new play experiences.

The following product examples show where this journey is heading – and just how diverse this trend is today:
 

Welcome to Hawkins! With Epoch’s Stranger Things puzzle collection, fans can bring the cult series home in its iconic 1980s look. The striking designs feature the most popular characters and make every puzzle a real eye-catcher. ‘Hawkins Heroes’ challenges experienced jigsaw enthusiasts with 1,053 extra-small pieces. The collection is complemented by the Mystery Mini Jigsaws: these feature one of eight series designs, consist of 24 to 35 pieces and are ideal for taking on the go, collecting and giving as gifts.

The world of Pokémon becomes an audio adventure with the Pokémon Tonies and the Toniebox 2 from tonies. The Starter Set includes a Toniebox 2 and a Pikachu Tonie. Other Pokémon such as Squirtle, Charmander and Bulbasaur expand the collection. The figures are packed with imaginative stories, entertaining facts from the Trainer Academy and thrilling Pokémon battles. Getting started is child’s play: simply place the Tonie on the box, and the Pokémon adventure begins.

Spin Master’s Italian Brainrot Mystery Trading Card Game brings the viral internet phenomenon to your shelf: a collectable card series featuring 150 different designs from the ‘Universo Psicheddelico’. The concept is all about surprise: the 3-pack blind box contains three sealed booster packs, each with 7 cards. Collecting, swapping and quick casual matches take centre stage: four rarity levels, ranging from ‘Nothing Special’ to ‘Absolutely Epic’, heighten the appeal and encourage repeat purchases. The designs are deliberately flashy and humorous, appealing to a young, trend-conscious target audience.

From TikTok to the toy shelf: Clickeez by Goliath bring the clicking and fidget trend to life in a handy pack of two. The small, clickable buttons produce a clearly perceptible and audible clicking sound; the gentle sound and colourful kawaii design make them a fun fidget experience for everyday use. Repeated clicking can help with relaxation, stress relief and concentration – at school, at home and on the go.

Pembe, the Pink Cat, is originally a digital character who went viral on the GIF and sticker platform Giphy with over 2 billion views and stands for affirmations such as ‘Softness is strength’. As a licensed product, BOTI is now launching the pink cat as a physical toy: the Pembe Foam Mates. Each blind box contains a cat-shaped squishy ball made from slow-rise foam, which slowly returns to its original shape after being squeezed. This has a calming effect and helps you switch off briefly in everyday life. Available in four different designs, the Pembe Foam Mate is also perfect for collecting.

About the authors

Stefanie Jäger works as Senior Marketing & Content Manager at Spielwarenmesse Group. Together with the international TrendCommittee, she identifies the hottest trends for the toy industry. She then works with the project management team to showcase these in a Special Area. For the Toy Business Forum, she has been keeping her finger on the pulse of the industry for over 15 years, working alongside key players from the toy industry, retail and marketing.

Pavlo Kosobutskyi is working in the marketing department of Spielwarenmesse Group whilst studying Business Administration at Nuremberg University of Applied Sciences. He has immersed himself in the ToyTrends 2027: Beyond Limits and Licence to Play initiatives and is preparing media content for them in the run-up to the Spielwarenmesse.