Licenses at Spielwarenmesse
The most successful licence deals in the industry
Licenses are the heart of the modern toy industry. From Pokémon to Harry Potter to LEGO or Barbie – licensed products dominate the bestseller lists and create emotional connections that directly reflect in sales.
2024 clearly shows: Licenses are continuously growing and shaping trends from gaming to blockbuster movies to lifestyle brands. While other sectors stagnate, licensed products record stable growth.
These licensing highlights await you at Spielwarenmesse:
- LicenseLounge – Networking in relaxed atmosphere
- LicenseTalks – Industry professionals' expertise
- Licensing International– Licensing industry association
- LicencePreview – Exclusive insights into upcoming trends
- WalkingActs – Experience popular characters live
License Market 2024
The numbers speak for themselves:
Why Licenses Are Successful
Emotional connections create measurable success. Licensed toys have a decisive advantage: they come with an established fan base. Children love them, parents recognize them, collectors value them.
The advantages:
- Enormous recognition value – globally known characters and brands
- Strong customer loyalty – emotional connection to popular franchises
- High sales figures – proven success formula in the market
- Broad target group – from children to adult collectors
Licensed toys dominate across all major markets worldwide. With +4.9% growth, licensed products significantly outperform traditional toys, driven by strong franchises and the growing "Kidults" segment.
- USA: 50% market share, $21-22 billion
- Europe: 25-28% share, €10-12 billion
- Asia: 20-25% share, $10-12 billion (+6-8% growth)
This means: In the world's largest toy market (USA), every second toy sold is licensed, while Asia shows the most dynamic growth worldwide.
Your License Highlights at Spielwarenmesse 2026 LicenseLounge
LicenseLounge
Business happens in a relaxed atmosphere. The LicenseLounge in Foyer NCC West offers the perfect platform for direct exchange between licensors and licensees.
Also ideal for industry newcomers: Comprehensive expert information and license magazines provide a first insight into the licensing world and make it easier to get started.
LicenseTalks
Expert knowledge in an inviting atmosphere. The LicenseTalks in the LicenseLounge at NCC West offer a unique knowledge platform all about licenses. International experts from the licensing industry present current trends, best practices, and market developments. Unlike classic presentations, the relaxed lounge atmosphere enables active discussions and direct exchange with the speakers.
LicensePreview
Exclusive insights behind closed doors. The LicensePreview in NCC Mitte, Munich Hall, offers licensors the unique opportunity to present their latest licenses to a selected professional audience. In a confidential setting, up to 140 industry representatives can discover innovative products and concepts and provide direct feedback – before they go public.
Walking Acts
The fastest way to maximize attention for licenses: Walking Acts directly on the exhibition grounds! They impress visitors from afar and optimally showcase different licenses.
Sources:
- Licensing International: 2025 Global Licensing Industry Study
- Politik&Kultur (newspaper of the “Deutscher Kulturrat”): Trends im Spielwarenmarkt
