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.

    Your contact:

    Martin von Vopelius

    +49 911 998 13-58

    Your contact:

    Berlind Bernemann

    +49 911 998 13-60

    NEW: LicenseTalks

    Our newly created information platform focused on the popular topic – licensing is held Wednesday through Friday, 10:30 – 11:30am in the Toy Business Forum, Hall 3A.  Licensing industry leaders will present the latest market information and worldwide trends.  If you are interested in learning more about the licensing industry, join us at LicenseTalks.

    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. 

    • Gisele Abrams
      Senior Vice President, Global Partnerships, LIMA International
    • Martin Brochstein
      Senior Vice President, Industry Relations and Information, LIMA International

    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
      VP Global Consumer Products, Blizzard Entertainment
    • Steven Ekstract
      Brand Director, License Global
    • Sam Ferguson
      VP Global Licensing, Jazwares

    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 Knoedler
      Managing Director Central Europe, Copyright Promotions Licensing Group (CPLG)
    • Werner Lenzner
      Manager Licensing and Strategic Development, Simba-Dickie-Group
    • Sebastian Seppelt
      Senior Manager Licensing GSA, Nickelodeon/Viacom 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: Licensias 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

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