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

    Licensing International Logo

    LicenseTalks

    The information platform focused on the popular topic – licensing is held Wednesday through Saturday, 10:30 – 11:30 am in the Toy Business Forum, Hall 3A.  Licensing industry leaders present the latest market information and worldwide trends.

    LicenseTalks Topics:

    As in many industries, companies in the toy and licensing businesses have been adapting and revising parts of their business practices to reflect a heightened imperative to consider their impact on the environment. For manufacturers and licensors, it can involve such areas as manufacturing processes, product formulation, packaging practices, among other aspects of creating, distributing and marketing products.  Executives at this session will discuss the business and social objectives today and going forward.


    Kathrin Belliveau heads up Government and Regulatory Affairs for Hasbro in Europe. In her role, she represents Hasbro towards the EU Commission and other political stakeholders in Brussels, as well as towards national governments and authorities in Europe, Middle East and North Africa. Reporting into the Head of Global Government, Regulatory Affairs and CSR, she is also the key link for CSR related topics in Europe, such as leading on Hasbro’s Toy Recycling Program in France and Germany.


    Charlie Friend is currently the President of Green Toys. He grew up in the consumer packaged goods industry as his grandfather founded On-Cor frozen foods.  Charlie held multiple roles there early on in his life and career. In 2013, The Friend Group, a Chicago-based private equity group, owned by Charlie, his father, and business partner, took a majority stake in Green Toys, with Charlie first serving as CFO and now, for the last 4 years, as President.


    Rafaela Hartenstein heads up Government and Regulatory Affairs for Hasbro in Europe. In her role, she represents Hasbro towards the EU Commission and other political stakeholders in Brussels, as well as towards national governments and authorities in Europe, Middle East and North Africa. Reporting into the Head of Global Government, Regulatory Affairs and CSR, she is also the key link for CSR related topics in Europe, such as leading on Hasbro’s Toy Recycling Program in France and Germany.

     

    Videogaming is no longer competitive to traditional toys, but acting as the basis for creating physical toys and games. Join this discussion to see some interesting examples of how the digital brand is developing the toy industry.


    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.

    A big portion of the entertainment licensing business is built on the business opportunity presented by sequels to successful theatrical movies, spinoffs of popular television shows, and remakes of hits from generations past. Of course, the fact that these properties have already demonstrated levels of success makes them attractive to manufacturers and retailers. But what’s the best way to leverage the previous success into profitable new business opportunities? We’ll examine the considerations that go into planning for the 2nd, 3rd and 4th generations.


    Yawar Haiderhas been with Kiddinx since 2011, and now serves as Director of Marketing and Digital Business. Prior to that, he spent three years at Egmont as Marketing Manager for E-commerce.  Kiddinx is a children’s media development, production and marketing company known for such properties as Benjamin Blumchen, Bibi Blocksberg and Bibi & Tina.


    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.

    Martin Brochstein is Senior Vice President at Licensing International and responsible for its information resources, as well as its educational efforts, including the extensive Licensing University seminar program that takes place each year. He also oversees Licensing International’s information operations, including the Inside Licensing news service, and coordinates its industry research.


    Steven Ekstract is the founder and publisher 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.

    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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    Stay informed with trends and developments of the toy market. Register for one of our newsletter.