In a society that changes constantly and rapidly, the industry faces a more informed and demanding consumer with a tight budget, making the consumer more rational, only buying what is necessary and considering the quality-price ratio and the service. In addition, the new generation of consumers can embrace a variety of content and brands at the same time, and they do so abruptly, which requires quick responses from companies and has generated new spaces in which new properties can be created. Traditionally, cinema and TV series have been the most common sources of properties, but now we can add to the list new scenarios like streaming platforms, YouTube channels or e-games, among others. Therefore, even though preschool licenses are still the main properties in the business, in the last few years the market is experiencing a huge growth of properties for teenagers and adults.
Regarding the toy industry, the most important industry for the Spanish licensing market, according to NPD Group data after the business has been falling the last few years, in mid-2019 the trend changed substantially with a slight growth, which is expected to be reinforced in 2020 thanks to cinema releases such as Star Wars: The Rise of Skywalker or Frozen 2, that presumably will boost the sales in toy categories like Action Figures and Dolls.
Licensing trends in Great Britain
in cooperation with John Baulch, Publisher & Managing Editor, UK