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.

    • Charlie Friend, President, Green Toys, CA/USA

    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.


    Jennifer Coleman is a 20+ year marketing and licensing industry veteran.  She has worked for and consulted across a wide array of sectors within the industry.  In her current role as VP, Licensing & Marketing at Konami Cross Media NY, she leads the team responsible for the iconic Anime brand, Yu-Gi-Oh! as well as the legacy gaming titles:  Contra, Bomberman and Frogger.  She and her team create the strategies and products that continue to engage audiences, new and old alike. 


    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.

    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.


    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

    Logo Licensing Magazine

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