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


    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.
    LicenseTalks Topics 2019

    LicenseTalks Topics 2019

    Wednesday, 30 January: Licensing Basics and Market Overview

    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. 

    Thursday, 31 January:  Toys, Technology, and Licensing

    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.

    Friday, 1 February: The Influence of Entertainment in the Toy Industry

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

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