Data shows the German licensing market is recording growth due to the effects of ‘cocooning’ as Licensing-X prepares to open its doors later this year.
The organisers of Licensing-X, Spielwarenmesse eG and Licensing International, say preparations for the show’s debut are in full swing. The show will take place from 5th-7th October at the Nuremberg Exhibition Centre alongside the stationery expo Insights-X. The event will offer new programming and networking opportunities for the entire licensing industry, which continues to grow rapidly. Spielwarenmesse eG and Licensing International will announce the latest industry facts and figures before their worldwide release as well as give an overview of the current industry trends and their potential.
According to the Global Sizing Study by Licensing International, worldwide retail revenue in licensed products and services amounted to $320b US dollars in 2021. In the German market alone, the total is $12.5b US dollars, an increase of 4.5% in comparison to the last study in 2019. The strongest growth was registered by corporate brands, which grew disproportionately in the last year. This is due to the ‘cocooning’ trend during the pandemic, as Christian Ulrich, spokesperson of the Executive Board of Spielwarenmesse eG, explained: “In times of crisis, consumers fall back on familiar brands whom they trust.”
The categories with the highest revenue are fashion and accessories, toys, video games, sports, entertainment electronics and foodstuffs.
Licensing-X Germany gives all participants the opportunity to exploit the second largest European market, get to know its particularities and conclude new licensing deals. Currently, tried and tested properties dominated by blockbusters and famous characters from the pre-school sector as well as innovative licences from digital worlds are trending. These include NFTs, platforms such as YouTube, and streaming services. The organisers of Licensing-X Germany say the possibilities ‘span much more than just the toy industry, offering the opportunity to reach new horizons with exciting business opportunities’.
Peter Hollo, the man responsible for Licensing International’s activities in Germany, explained: “Licensing-X Germany follows the long tradition of Licensing Market, which we have been organising for the licensing industry in the German-speaking area for over 20 years. After the pandemic continuously threw a spanner into its works, it was now high time to replace an outdated hotel trade fair format with a professional licensing trade fair. That is why Licensing-X Germany is not just a place for licensors alone, but rather the large overarching platform for all who offer services in the German-speaking licensing business.”
The event will be rounded off with an informative supporting programme of talks and events. Licensing International will contribute with its own, already established formats such as the Licensing Awards and the Licensing University. Confirmed speakers include Karl Peter Fischer, lecturer for applied management and digital marketing, and patent lawyer Christian Fortmann. Anika Scharlock, global relations manager – Brand Protection at Amazon, has been signed as keynote speaker.
In addition, there will be a get-together with all participants of Insights-X on the first evening of the event. The parallel event is the only independent specialist expo for the international stationery industry in Germany. 1- Euro KombiTickets provide access to both expos for the entire duration and can be used as a ticket for local public transport. Opening hours are from 9am-6pm on Wednesday and Thursday, and from 9am-5pm on Friday. Ticket sales will begin on 27th July.
“With Licensing-X Germany, we are expanding our portfolio into a rapidly growing market that is well-known to us and does business across various industries,” says Christian Ulrich. “We are doing everything we can to make the event the ‘place to be’ in the German-speaking area.”