Spielwarenmesse: Global license trends 2018: France, Germany, UK

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Global license trends 2018: France, Germany, UK

from Spielwarenmesse eG

Which trends are coming down the track? This question is on the minds of all toy experts. Timing is crucial with merchandising in particular. You have to be in at the beginning to really make a killing. Help is on hand in the form of the Spielwarenmesse® 2018, together with the editors-in-chief and publishers of various licensing publications. Licensing experts from various countries shine a spotlight on the trends they expect to make a big impact.

Licensing trends in France

in cooperation with Virginie Lopez, Editorial Director

Girl Power: from TV format to merchandising

Girl Power is currently a hot trend in France according to the Kazachok licensing magazine. This trend is having a noticeable impact on the media landscape and also the consumer behaviour of girls. They are gradually assuming typically male values, such as power and courage, emulating their heroes from various media. Their parents are often right behind them on this as well. At the same time, however, they also need female role models with whom they can identify. It is worth remembering that the image of women in society has also changed.

Girl Power is conquering our screens

The Girl Power trend has evolved in a new direction with the Sailor Moon manga series and is now also reflected in American comics. In these, female superheroes are as exceptional as their male counterparts. Once under-represented, female superheroes now have their own TV series and movies, such as Supergirl, Catwoman and Wonder Woman in 2017. Other shining examples include the charismatic and inspiring heroines from the Hunger Games and Star Wars.

Girl Power for young power girls

When it comes to younger girls, a new generation of superheroes is called for: TF1 is showing the animated series Miraculous – Tales of Ladybug and Cat Noir, Nella the Princess Knight is a completely new series running on Nickelodeon, the Powerpuff Girls are also back again, Nelvana has a new animated series entitled Mysticons in the running and, of course, there are also the DC Super Hero Girls, which have built up a more-than-loyal following at this stage. And boys are also interested in these formats.

Licensing trends in Germany

in cooperation with Fred Göpfardt, Herausgeber und Chefredakteur

Omni-channel entertainment: licenses are becoming a feature in all areas of our lives

With its finger on the pulse of the licensing community, German trade magazine Licensing Press has observed that a wide range of themes are being promoted in this turbulent and resourceful industry: the expansion of lifestyle brands continues. The brand experience is based on the concept of ubiquity.

Multi-category route to success

Whatever their starting point, whether that be mobile gaming (Pat the Dog), a TV series (Peppa Pig) or a toy figure (My Little Pony), brands are conquering further media and product categories. This gives them both an analogue and digital presence for customers as consumer and also entertainment products. The brands are super successful as they can hold their own in different global markets by making just a few minor tweaks. Brand visibility is significantly increased through this simultaneous multi-category presence. Such brands thus find their way into all areas of life.

Routes to ubiquitous licensing

Three examples demonstrate how licences typically become an ubiquitous presence through omnichannel entertainment.

  • Peppa Pig (Super RTL), the animated British series for preschoolers, is broadcast in 180 countries. Products from more than 1,000 licensees inhabit the Peppa Pig world in all categories.
  • Pat the Dog (ProSiebenSat.1 Licensing) started out in the area of mobile gaming, before going on to become a TV hit. It is now gaining ground in the area of consumer products.
  • My Little Pony (HASBRO) began its triumphal march as a toy figure, established itself as a consumer product and then became a proven TV and cinema hit.

Licensing trends in the UK

in cooperation with John Baulch, Publisher & Managing Editor, UK

Everyone wants to be in a team of heroes Super-heroes come in all shapes and sizes. And the trade magazine Toy World knows, they gain ground in the UK.

Heroes bowling alone or teaming up

Some work alone, helped by superhuman, other-worldly powers that place them above mere mortals. They look cool, they act cool - they epitomise cool. Other super-heroes work as part of a team – they need support from their friends if they are going to be successful.

By working together, they set about their rescue missions knowing that team-work will help them to save the day. Kids love the camaraderie and the spirit of togetherness, and the idea of being part of a team that triumphs over adversity.

So, it’s no surprise that the UK’s two hottest licences focus on teams of unlikely super-heroes; PJ Masks and Paw Patrol.

Typology of typical and untypical heroes

In Paw Patrol, a group of six rescue dogs, led by a tech-savvy boy named Ryder, work together to protect the community. All the animals have special skills, gadgets and vehicles that help them on their rescue missions.

In PJ Masks, the super-heroes are young children, which makes them hugely relatable and easy to imitate (super-heroes are not usually the same age as the children watching the programme). When they put on their pyjamas and activate their animal amulets, they turn into their alter egos – Catboy, Owlette and Gekko – before embarking on adventures that are filled with action. Along the way, they solve mysteries and learn valuable lessons.

Kids not only relate to these teams of super-heroes, they ultimately want to be part of the gang. The success of Paw Patrol and PJ Masks have shown that super-heroes come in many shapes and sizes, but the values of teamwork and friendship will always be a winning combination.

Discover licensing themes and toys based on TV series and movie heroes at the Spielwarenmesse® 2018 and visit the LIMA (Licensing Industry Merchandisers’ Association) stand in foyer 12.0. Further information on global licensing trends for 2018 is also available in the presentation from Charles Riotto, President and CEO of LIMA, on 31 January 2018 at 2:45 p.m. in the Toy Business Forum. An overview of the licence themes that will be exhibited at the Spielwarenmesse® 2018 can be found in the LicenseGuide.




Author of this article:

Spielwarenmesse eG

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