It´s a bird, It´s a plane… Superhero Reboots in Action

This podcast is only available in german.

First up: a true cinema icon is making a comeback – Superman is back! But what does this superhero reboot mean for the licensing market? We take a closer look at the growing power of franchise brands and how nostalgia is being used in clever and commercially successful ways. After all, when superheroes take flight, licensing sales often soar right alongside them.

But it’s not just the world of entertainment making waves – the retail landscape is shifting too: Thalia, best known as a major book retailer, is entering the toy market. Surprising? Maybe. Strategic? Definitely. In this episode, we explore why Thalia is venturing into toys, what opportunities they see in the space, and what other retailers might learn from this bold move.
And last but not least, there’s the unexpected licensing partnership between Playmobil and Mattel. Two heavyweights of the toy world joining forces – but what’s behind it? Selina and Marco unpack the details of this collaboration and discuss the potential it holds for both brands.