International Toy Industry
The World of Licenses by Scarlett Wisotzki, editor in chief, das Spielzeug; German member, International Toy Magazine Association
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e it from a blockbuster movie, TV show, app, or an original brand, manufacturers like to adapt and capitalize on successful characters for kids. Despite regional differences, the major themes seem to work well across international borders. We have been keeping our ears close to the ground for both current and emerging themes. Last year, it was family feature films with established characters that inspired toy makers to create new licensed products in a host of different areas. Launching a diversity of action figures, cuddly toys, games, and models, they gave kids the opportunity to immerse themselves in the
“The global potential of the licensing business is very promising. Experts expect this year to be the strongest year in recent history for toys tied to movies.”
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world of films such as Iron Man 3, Monsters University, Despicable Me 2, and Planes. “Planes is also growing in Sweden,” says Lena Hedö, editor in chief of Swedish toy magazine Leksaks Revyn. “In addition, Hasbro’s My Little Pony is experiencing a comeback.” She also points out that the licensing market also has other avenues, as steady local heroes such as Pippi Longstocking show. Similarly, the key European markets all seem to have their own characters, such as
FEBRUARY 2014