Licenses
The toy industry is a dynamic and important sector in which licensed products play a central role. In 2023, the market for licensed goods continued to consolidate and reached an impressive volume, underlining the importance of licences in this sector.
As an indispensable part of the industry, licences are represented in the following areas at Spielwarenmesse 2025:
Why are licences so important in the toy industry?
Licensed toys are particularly attractive due to their association with popular brands, films, TV series and video games. Well-known brands such as Barbie, Pokémon, Harry Potter and LEGO have an enormous recognition value worldwide and ensure strong customer loyalty and high sales figures. These products not only appeal to children, but also to collectors, which leads to constantly high demand.
Did you already know?
In the USA, the world's largest market for licensed toys, they account for around 50% of the total market, which corresponds to sales of USD 16-18 billion. Europe follows with a share of 25-30%, with the leading markets in the UK, France and Germany and total sales of 10-12 billion euros. In Asia, the market is growing rapidly, with licensed toys accounting for 20-25% of the market and sales also totalling USD 10-12 billion, driven in particular by strong demand in China.
LicenseLounge hosted by Spielwarenmesse & BRANDmate
The LicenseLounge offers a special platform for licencees and licensors in the foyer of NCC West at the upcoming Spielwarenmesse. In a relaxed lounge atmosphere, visitors can enter a direct dialogue and make valuable contacts. In addition to general information and licence magazines, which give ‘newcomers’ in particular an initial insight into the world of licences, the focus is on close cooperation with BRANDmate. This is also where the LicenseTalks take place - not traditional presentations, but informal discussions with experts from the licensing industry.
LicenseTalks powered by Licensing International, Licensing Magazine and BRANDmate
The LicenseTalks in the LicenseLounge in NCC West offer a knowledge platform for everything to do with licences. International experts from the licence industry present current trends, best practices and market developments. Unlike traditional presentations, the relaxed atmosphere allows the audience to actively participate in discussions and ask questions. The lecture programme is being developed in close cooperation with our partners and is expected to be available to you from November.
LicensePreview
The LicensePreview at Spielwarenmesse offers licensors the exclusive opportunity to present their latest licences to a selected audience - in private. These presentations take place in the NCC Mitte, Munich hall, and offer space for up to 140 people. Here, licensors can present their innovative products and concepts in a confidential setting and receive valuable feedback from industry representatives. The registration phase for 2025 has already ended.
Walking Acts
The quickest way to maximize attention for licenses: Walking acts on the exhibition grounds! They immediately impress visitors from a far and showcased licenses in the best possible way.
Sources:
- Licensing International: 2024 Global Licensing Industry Study
- Statista: Global licensing market value from 2015 to 2023
- NPD Group: Umsatz mit Spielwaren in Deutschland 2023
