Spirit of Play - Around the toy industry

Branded content is non-intrusive advertising content that provides value and entertainment while generating an emotional link between brands and consumers.

Be it the iconic 60s’ scooter or a futuristic electric truck: For collectors, licensed vehicles that are exact replicas of their real-life original have an exciting appeal.

When two or more well-known brands enter into a collaboration to establish a new joint product, it's called co-branding. A new innovative approach?

Anything that becomes popular among children affects the toy industry. The popularity of TikTok or YouTube ignites the development of new toys.

Licensed toys contribute to the competitiveness of toy stores compared to other distribution channels, but they are nevertheless a risky business.

The digital world, driven by the online shift of communication and entertainment, has ushered in a new era of licensing, reports Francesca Ash of Total Licensing.