Spielwarenmesse: Licenses

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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 Walt Disney, Warner Bros or Universal Brand Development, 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.

Licensing at the Spielwarenmesse®

Why licenses are 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.

    NEW: LicenseTalks

    Our newly created information platform focused on the popular topic – licensing was held Wednesday through Friday, 10:30 – 11:30am in the Toy Business Forum, Hall 3A.  Licensing industry leaders presented the latest market information and worldwide trends.

    Watch the LicenseTalks videos from the fair

    Are you new to the topic licensing or just want an update on the licensing market? Important information about worldwide licensing trends, its effect in the retail market, or new market players is a good place to start. 

    Peter Hollo is considered a seasoned toy expert, a tough negotiator when it comes to buying and an excellent strategist. Many industry insiders know him from his 11-year long activity for MÜLLER in Ulm, where he was last in charge of international buying and selling of toys and seasonal articles in Germany, Austria, Slovenia, Croatia and Hungary. In 2012 he founded Ph – International Consultants and ever since has been consulting to international big players, but also mid-sized enterprises on HR marketing, employer branding, or organisational design.

    Martin Brochstein is Senior Vice President at LIMA (International Licensing Industry Merchandisers’ Association) and responsible for LIMA’s information resources, as well as its educational efforts, including the extensive Licensing University seminar program that takes place each year in conjunction with the Licensing Expo in Las Vegas. He also oversees LIMA’s information operations, including the Inside Licensing news service, and coordinates LIMA’s industry research.

    Technology can now be found easily in the toy industry and licensing is no different. Take a look at how toys, technology and licensing all come together for a unique experience for the customer.

    Matthew Beecher is Vice President Consumer Products at Blizzard Entertainment and has been a senior business leader in the entertainment and games industries for almost two decades. Previously part of Disney's innovative Internet Group, Matthew now is the Global Lead for Blizzard Entertainment's Consumer Products Group.


    Steven Ekstract is the Brand Director of License Global magazine and various other publications for the licensing industry. In addition, he speaks extensively on licensing at conferences around the world. Ekstract is also the publisher of “Licensing for Dummies”, which provides a clear overview of the licensing business.


    Sam Ferguson is VP of Global Licensing at Jazwares, a leading global toy manufacturer specializing in wholly owned & licensed brands. Recently selected for License Global’s 40 Under 40 Influential list and recognized as an industry expert, he spends time identifying up and coming properties, managing outbound licensing and brand building.

    Entertainment characters, whether film or TV, has a definite impact on the toy industry.  The popularity of these characters influences the retail customer and their buying decisions.

    Joachim Knödler is currently the Managing Director Central Europe for Copyright Promotions Licensing Group (CPLG).  He has been in the licensing industry for 13+ years working previously at Hasbro Deutschland and Simon Marketing.


    Werner Lenzner is Licensing and Strategic Development Manager for Simba Dickie Group.  With more than 20 years’ experience in the international toy industry, he has served as the keynote speaker at international events as well as appeared in many media publications. Werner is currently responsible for licensing scouting at Simba Dickie Group.


    Sebastian Seppelt is Senior Manager Licensing GSA at Viacom/ Nickelodeon Consumer Products.  He created a strong retail focus when he worked for one of the leading European consumer products licensees, learned all about marketing while he worked for a licensing agent and is now responsible for implementing market strategies in the German-speaking regions for Viacom/Nickelodeon Consumer Products.

    License news & trends

    The license trends in selected toy markets

    The top licenses for toys in France (Source: Kazachok):

    1. Miraculous Ladybug
    2. Dragons
    3. PJ Masks

    The top licenses for toys in Germany (Source: Licensing Press):

    1. Bibi & Tina
    2. Fortnite
    3. Galupy

    The top licenses for toys in Italy (Source: Toy Store)

    1. L.O.L. Surprise
    2. PJ Masks
    3. Frozen

    The top licenses for toys in Spain (Source: LICENCIAS Actualidad):

    1. Paw Patrol
    2. L.O.L. Surprise
    3. Miraculous Ladybug

    The top licenses for toys in the UK (Source: Toy World Magazine):

    1. Harry Potter
    2. Pokémon
    3. Peppa Pig

    The top licenses for toys in the USA (Source: License! Global):

    1. Fortnite
    2. Avengers
    3. Paw Patrol

    Media partners

    Logo Licensing International


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