The spring trade fair calendar is in full swing – with Hong Kong, Top Drawer and Harrogate Christmas and Gift kicking things off earlier in January. This week, it’s the turn of Toy Fair at London’s Olympia, swiftly followed by Spielwarenmesse in Nuremberg, both of which will be proudly showcasing the latest and most innovative licensed toys. LicensingSource.net takes a closer look.
The licensed toys category has grown to become a significant component of the toy sector, representing 31% of toy sales in the UK in 2022 (as reported by Circana in January 2023), and this will be reflected in many stands across the show floor at London’s Olympia, when Toy Fair opens its doors today (23-25 January).
“The growth of key licences, such as Harry Potter and Star Wars, continue to lead and influence the industry, with numerous toy ranges centred around these established franchises,” says Majen Immink, Toy Fair head of operations and sales and BTHA’s director of fairs and events. “The release of new films, TV shows and sporting events each year all serve as key drivers for the licensed toy sector.
“The importance of the licensed toy sector cannot be overstated, as licensed toys are one of the main drivers of the toy market. We recognise the significance and importance of having a strong representation of licensed toys and games at Toy Fair, as they play a crucial role in shaping consumer preferences and driving sales. At Toy Fair 2024, attendees can expect to discover a vast range of licensed toys from various exhibitors including Jazwares, Basic Fun!, KAP Toys, Pat Avenue, Cartamundi, Schleich, Bladez Toyz, plus many more.”
At Toy Fair, the focus is always very much on the showfloor, with Majen saying the team wants visitors to have ample opportunity to meet with as many exhibitors as possible. She also highlights Toy Fair TV – with visitors having the chance to discover new licensed products through exclusive interviews and demonstrations from exhibitors – as well as the Toy Fair’s Hero Toys display, which will celebrate the industry’s heroes, showcasing various products across several categories including licensed products.
Meanwhile, the area of licensed toys is also “really significant” for the Spielwarenmesse, which runs from 30 January to 3 February in Nuremberg.
“According to Licensing International, in 2022 global sales of licensed goods and services came to US$ 340.8 billion. Toys, alongside clothing and fashion accessories, continue to be among the largest product categories. This growth is also reflected at the Spielwarenmesse,” comments Christian Ulrich, spokesperson of the executive board at Spielwarenmesse eG. “For many years now we’ve seen the range of licensed toys expand. They are ubiquitous in the various products groups because they represent reliable sales drivers.”
For Hunter Price International, it will be the first time exhibiting at Spielwarenmesse (Hall 12.0, C-08-1), with Allana Holmes, commercial director, saying that the company has “high expectations” for the show. “The goal is to deliver a show with real impact and for us to showcase the best of what Hunter Price has to offer the retail industry,” she explains. “It was a natural step for us to take our place on the international stage in Nuremberg, which firmly aligns with our growth ambitions. We’re really looking forward to showcasing our new propositions and partnerships – and for some – demonstrating just how much we’ve evolved as a business and our growth strategies for the future.”
There is excitement, too, from the licensor side, with Nigel Cook, vp of brand commercialisation and retail at Disney, telling LicensingSource.net about the studio’s Nuremberg presence: “Following the success of Disney100 in 2023, we are excited to share with our licensee and retailer partners our brand and franchise plans for 2024 and 2025 to continue our strong partnership together. Highlights include the relaunch of Disney Princess, the continued growth from our evergreen Disney Classics including the breakout property Stitch, expansion of preschool with Ariel Jr, Spidey and his Amazing Friends and the return of Mickey Mouse Clubhouse and growth from Marvel, including Deadpool 3.
“Disney continues to outperform the EMEA toy industry, and we see Nuremberg as a key calendar moment to help strengthen our position. It is a melting pot of creativity; a place where our licensees can share their innovative and magical products.
“We will also discuss with our retail partners industry leading marketing campaigns and retail activations, driven by this great product from our licensing partners.”
Licensing International heads to Nuremberg
Spielwarenmesse has a longstanding partnership with Licensing International and has developed the new LicenseLounge in Hall 12.0 for this year’s show.
“The name says it all,” says Christian. “It comprises a networking area alongside the popular LicenseTalks. These share the latest expertise in licensing, provide graphic examples from practice and offer valuable insights for those coming new to the licensing business.”
Steve Manners, head of global marketing and UK md at Licensing International, adds: “Licensing International is excited to partner with Spielwarenmesse, BRANDMate and Licensing Magazine to curate a series of LicenseTalks in the LicenseLounge in Hall 12, tailored for the licensing community.
“We will also once again occupy Booth 07 in Foyer Hall 12.0, providing space for members to conduct meetings. To secure your table, simply email jketterer@licensing.org with the necessary details: date, time, host name and company, as well as guest name(s). Due to demand, please limit reservations to just two 30-minute slots per day. We’ll strive to accommodate additional meetings if possible.”
Head to www.spielwarenmesse.de/en/licenses for more detailed information
This feature originally appeared in the spring 2024 edition of Licensing Source Book. To read the full publication, click on this link.
