Licensing at Spielwarenmesse

This year, Spielwarenmesse has paired with members of the licensing community to educate the toy community at large about its importance in the industry. LicenseTalks, a new information platform that consists of panels, educational seminars and more, will discuss the latest market and worldwide trends at Spielwarenmesse.

The first session on Wednesday, “Licensing Basics and Market Overview” will feature Martin Brochstein, senior vice president, International Licensing Industry Merchandisers Association and Peter Hollo, managing director, LIMA Germany. The session will introduce the fundamentals of licensing and explore the state of the market.

Thursday's session, “Toys, Technology and Licensing” will focus on the technological developments taking place in the licensing industry. The panel discussion will include Steven Ekstract, brand director, Global Licensing Group, UBM; Matthew Beecher, vice president, consumer products, Blizzard Entertainment; and Sam Ferguson, vice president, global licensing, Jazwares.

On Friday, “The Influence of Entertainment in the Toy Industry” will explore the impact of characters, film and television on the toy industry and consumer buying habits.

The panel will feature Joachim Knödler, managing director, Central Europe, Copyright Promotions Licensing Group; Werner Lenzner, licensing and strategic development manager, Simba Dickie Group; and Sebastian Seppelt, senior manager, licensing, GSA, Viacom/ Nickelodeon Consumer Products.

Trends

Spielwarenmesse and the international TrendCommittee pooled their insights to identify three industry trends for 2019: “Ready, Steady, Play!” “The WOW Effect” and “Toys 4 Kidults.”

The trend report was first released in October.

The “Ready, Steady, Play!” trend refers to toys and games that encourage children to engage in physical activity despite the proliferation of mobility-limiting technology.

“The Wow Effect” trend points to the increase in manufacturers adding an element of surprise to their products, such as collectible concealing packaging.

The “Toys 4 Kidults” trend refers to adults who love items that are generally associated with children.

The TrendCommittee board consisted of several industry experts including Ekstract. 

Awards 

Spielwarenmesse recognized five innovations in four age-specific categories as well as a new start-up group at its Opening Ceremony.

Winners include:

Baby and Infant (0 to 3 years old)

Baby Einstein Magic Touch Piano, Hape and Kids II

Preschool (3 to 6 years old)

Bworld theme sets, Bruder

School Kids (6 to 10 years old)

Magical Mermaids World, Playmobil

Teenager and Adults (10 years and older)

Know!, Ravensburger

Startup

Mabot, Shenzhen Bell Creative Science and Education