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How can toy licensing recover its sparkle? Licensees speak out        

Published on: September 11th, 2019

Following on from the first part of our exclusive Licensing Survey, the September edition of Toy World revealed more findings.

The Licensing Survey was undertaken in partnership with Informa, the organiser of the forthcoming BLE show, with the aim of exploring the current attitudes of toy licensees and retailers towards the licensing category –  the upsides and the downsides, the opportunities and the challenges, its strengths and how partnerships with licensors could be improved for everyone’s benefit.

The follow up article published in September’s Toy World revealed further responses from licensees, suggesting measures that they think licensors could consider adopting. The challenges faced and some of the potential solutions suggested will form the basis of a panel discussion at BLE on Tuesday 1st October between 12.30-1.00. Chaired by Toy World publisher John Baulch, and featuring a panel of licensing experts representing licensors, licensees and retailers, the session is sure to be lively, informative and provide plenty of food for thought.

To read Part Two of the Licensing Survey, click here.

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