Spielwarenmesse: License themes 2017: These are the top licenses for toys in the UK

Choose language

Spielwarenmesse® worldwide



18. January 2017 / Licenses

License themes 2017: These are the top licenses for toys in the UK

from Spielwarenmesse eG /  Show comments

Which are the top licences in the UK for the year 2017? Toy World highlights the licenses of Ben 10, Blaze and the Monster Machines and PJ Masks.

In cooperation with:

Ben 10 (Cartoon Network)

In October 2016, a new Ben 10 animated series re-introducing 10-year-old Ben Tennyson to a new generation of fans hit TV screens across EMEA and APAC.

The refreshed series of 40 x 11 minute episodes has already posted strong ratings. The premiere episode slotted as the number one show of the day in the UK and South Africa, and number one in its time slot in Poland and the UAE for boys 4-9. 

Introducing new aliens and villains, the new series sees Ben discover an out-of-this-world alien-morphing watch – the Omnitrix. The EMEA consumer products programme for the new series will kick off this autumn, and products will primarily target boys aged 4-8. Toys will anchor the new licensing programme and Playmates is on board as the global master toy partner, with Flair appointed as pan-European and UK distribution partner. The new toy range will feature playsets, action figures, role-play and a new Omnitrix. Cartoon Network will be supporting the launch with a raft of immersive retail activations and high-profile marketing activity.

Closely following the toy launch will be a roll-out of additional key categories including apparel, publishing and homewares. 

The company is also ensuring that Ben 10 is developed to the highest degree and across every platform. Alongside dedicated content that parallels the TV show for YouTube and other web platforms, there is a slate of new apps, games and short form content in the pipeline too.

Ben 10 - Origin Story

Blaze and the Monster Machines (Nickelodeon)

UK pre-schoolers and parents love Blaze and the Monster Machines, the latest Pre-School property from Nickelodeon. The show continues to gain momentum across all its broadcast audiences, with the latest viewing figures for the UK ranking as one of the most popular on Nick Jr. It is also performing well on Channel 5’s Milkshake.

The show centres on the title character, the monster truck Blaze and his 8-year-old driver AJ, who have adventures and solve problems together using the early stages STEM curriculum. Blaze is supported by a cast of characters including Starla (a purple pick-up), Darington (a blue monster truck) and Zeg (half-triceratops, half-monster truck), all of which are also popular with fans.

Following the success of the toy line in 2016, other categories featuring Blaze will be of special focus for 2017. Apparel, publishing, stationery and e-learning are all categories where Blaze is set to feature. 

The property is supported with creative promotional campaigns and digital content that is linked to each episode, with new online games and apps launching in support of content tentpoles. This support will continue across 2017, along with special in-store events and online promotions. 

Blaze and the Monster Machines Trailer

PJ Masks (eOne)

Entertainment One’s new pre-school superhero TV show is winning over audiences around the world since launching globally on the Disney Junior network in 2016.

PJ Masks follows 6-year-olds Connor, Amaya and Greg who go to school like kids everywhere. But when they put on their pyjamas and activate their amulets, the crime-fighters transform into their dynamic superhero alter egos, and become the PJ Masks. 

The licensing programme for PJ Masks will be driven by toys, dress-up and publishing, and supported by apparel, accessories, stationery, party goods, games and creative play. US toy firm Just Play is the brand’s global master toy partner, and debuted a line of action figures, playsets, vehicles, plush, dress-up and role-play in the US from autumn 2016, exclusively with Toys R Us. Initial sales have been strong, placing PJ Masks as the fastest growing entertainment property in the pre-school toy segment for a four-week period in November 2016. 

The first wave of consumer products outside of North America will be led by Europe. France leads the international roll-out in January 2017, closely followed by the UK in February 2017 and then Iberia, Germany, Italy, Benelux and Russia. Just Play’s toy line will be distributed internationally by best in class toy partners, including Giochi Preziosi, Simba and Bandai. 

Beyond Europe, Australia and New Zealand launch merchandise from April 2017, Korea will lead the launch in Asia in time for Children’s Day in May 2017, followed by India. In Latin America, toys and apparel will launch from July 2017. In most territories, toys, publishing and apparel will launch in 2017 and will be followed by ancillary categories in 2018.

PJ Masks Trailer

Discover licensed toys from TV series and cinema heroes at the Spielwarenmesse® 2017 and visit the stand of LIMA (Licensing Industry Merchandisers' Association) in foyer 12.0. Get more information about the top licenses 2017 on the license day on February 2, 2017 in the Toy Business Forum. You can find the licensing themes at the Spielwarenmesse® 2017 in the LicenseGuide.


Author of this article:

Spielwarenmesse eG

This article:

Tags in this article:

Related links:


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



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