Spielwarenmesse: Licenses

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Licensing

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.

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

    m.vopelius@spielwarenmesse.de
    +49 911 998 13-58

    Your contact:

    Berlind Bernemann

    b.bernemann@spielwarenmesse.de
    +49 911 998 13-60

    License news & trends

    The license trends in selected toy markets

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

    1. Enchantimals
    2. Oggy et les Cafards
    3. Monchhichi

    The top licenses for toys in Italy:

    1. Star Wars
    2. Avengers
    3. PJ Masks

    Source: Toy Store

    The top licenses for toys in Spain (source: Licensias actualidad):

    1. PJ Masks
    2. Ladybug
    3. Paw Patrol

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

    Paw Patrol
    1. Paw Patrol
    PJ Masks
    2. PJ Masks
    Peppa Pig
    3. Peppa Pig

    The top licenses for toys in Russia (Source: Total Licensing):

    Masha and the bear
    1. Masha and the bear
    Peppa Pig
    2. Peppa Pig
    2018 FIFA World Cup Russia
    3. 2018 FIFA World Cup Russia

    The top licenses for toys in the USA:

    1. Pokémon
    2. DC Comics
    3. Star Wars

    Source: License! Global

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