Spielwarenmesse: Global licensing trends: France, Italy

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Miraculous Graffiti


Global licensing trends: France, Italy

from Spielwarenmesse eG

Trends are a matter of timing. Especially licensing trends. You need the right products in stock at the right time to succeed. The Spielwarenmesse® has joined with the editors-in-chief and publishers of licensing publications to present the trends for 2019.

Licensing in France: a need for fresh enthusiasm!

Logo Katachock

in cooperation with Virginie Lopez, Editorial Director

The French licensing market is divided and increasingly split up as it undergoes a thorough transformation. Licensing players are speculating about the situation, and are all aware that with large-scale distribution unwilling to take much risk, the key will be to rethink licensing.

Far from stagnating, the market is following emerging behavior patterns. Consumer expectations are changing and large-scale distributors need to adapt. The life span of a franchise has changed and become shorter; the market doesn't allow the necessary time for a franchise to establish itself. France however, remains a slow market where cycles last between 5 and 8 years whereas in Italy or Spain the life cycle of a property has dwindled to a year and a half or even a single year. The licensing market is more and more European so developing a property solely in France isn't enough to guaranty success and you need to allow some time amidst this globalization.

An overly large offering

Kids in France love Miraculous – the action-, animations-, family-, and fantasy-TV series with Ladybug and Cat Noir.

Children know more and more brands. KidzGlobal's BrandTrends survey showed that French children 7 to 9 years old are spontaneously able to cite over 160 different brands! They're increasingly targeted by multiple brands and are becoming demanding. However, they want to be active consumers and have opinions. Brands are facing numerous challenges. The epoch is about mass customization. The offering is huge and franchises are releasing too many products.

Children's screen time is also evolving and their exposure to brands alongside. A recent survey conducted by Junior City on 405 youngsters aged 11 to 14 revealed that while TV remains on top, kids also watch ATAWAD (anytime, anywhere, any device): 80% watch programs like that vs. 71% for YouTube, 44% replay TV and 23% for Netflix. Large-scale distribution is finally starting to be aware of digital figures, which licensees and central buyers now need to take into account.

Retail is having a tough time getting involved 

In terms of logistics retail is undergoing a big transformation. There are numerous strategic partnerships being established in large-scale distribution. Large chain stores are focusing on food and retain the same logic: not taking too many risks and promoting only the top 3 properties on their shelf space. In specialized outlets the goal is to be as competitive as possible by offering trendy products with strong added value. The offering must constantly change so buyers have the feeling there is novelty. That kind of chain store's strategy is to create more licensing events to avoid a stagnation of traffic in stores. That means there still are great development opportunities for those stores.

Online sales offer brands new alternatives. Amazon is developping On Demand, Ventes Privées is partnering up with brands to offer ephemeral and exclusive sales, and some manufacturers are creating their own online stores. All of these options represent new distribution channels for brands. Direct to consumer will maybe be the next challenge that will allow everyone to find a suitable space.

The market is renewing itself

With Entertainment franchises slumping, all of the licensing pros are looking for new properties. Sports brands, e-sport, bloggers, online programs, food franchises: what will tomorrow's franchises be? This important question is on every mind. The strength of the Internet networks is altering the system. Bloggers and online channels now have a considerable impact on establishing a brand.

While brands, licensees and retail face numerous challenges, Kazachok continues to believe that licensing still has a rosy future. It remains a must for children as well as adults who are keen on various franchises. The key will be to bring fresh enthusiasm as well as offering ever more efficient products and services.

Licensing in Italy: evergreens will dominate the toy stores

Toy Store Logo

in cooperation with Silvia Balduzzi, Direttore

In Italy some properties that made the history of the country, will be surely reconfirmed in 2019, too: Barbie or Cicciobello for girls and Lego, Playmobil and Hot Wheels for boys and other evergreen brands such as Spiderman.



Revival of properties

PJ Masks
In Italy are many fans of PJ Masks, the British-French animated children's television series.

However, properties, like the Gormiti, which has been quite a phenomena in the past, are now coming back. Furthermore, among the top licenses of 2019, L.O.L. Surprise! and PJ Masks should rise again, followed by Frozen, driven by the arrival of the second film in the second part of 2019.

Movie releases will kindle licensed toys

Licensing, moreover, will continue to dominate in the toy aisles, particularly with family-friendly movies releasing in 2019 such as Toy Story 4, The Lego Movie 2, Captain Marvel, How to Train Your Dragon: The Hidden World, and Dumbo and Aladdin remakes. On this base, some of these properties will provide a creation of new fun and playful toys and games.

Eventually, for what concerned, the trends for 2019, the Collectibles, multi-sensorial products and unboxing will be reconfirmed.


Author of this article:

Spielwarenmesse eG

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