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.

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

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

    Your contact:

    Schylon Hofmann

    s.hofmann@spielwarenmesse.de
    +49 911 99813-29

    Content Partner

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    LicenseTalks

    Watch the LicenseTalks videos from the fair 2020

    License news & trends

    The license trends in selected toy markets

    The top licenses for toys in Asia (Source: Licensing Magazine):

    1. My Emperor

    2. B. Duck

    3. Doraemon

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

    1. Minions
    2. Trolls
    3. Power Players

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

    1. Peanuts (70th anniversary)
    2. Baby Shark
    3. Bibi Blocksberg (40th anniversary)

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

    Frozen
    1. Frozen
    Star Wars
    2. Star Wars
    LOL Surprise
    3. L.O.L. Surprise

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

    The Fixies
    1. The Fixies
    Masha and the bear
    2. Masha and the bear
    Fantasy Patrol
    3. Fantasy Patrol

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

    Frozen
    1. Frozen
    LOL Surprise
    2. L.O.L. Surprise
    Toy Story 4
    3. Toy Story 4

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

    Frozen
    1. Frozen
    Trolls
    2. Trolls
    Thomas and friends
    3. Thomas and friends

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

    Frozen
    1. Frozen
    Baby Shark
    2. Baby Shark
    3. Ryan's World

    Media partners

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