Spielwarenmesse talks licensing ahead of the 2020 show

Published on: 27th November 2019

This year the LicenseTalks will take place over a period of four days, with speakers including Jennifer Coleman and Sam Ferguson. 

As toys and licences are closely interlinked, the Spielwarenmesse reflects the growing spectrum of products in the licensing field and reveals additional sales potential to retailers. In doing so, the toy fair provides the perfect platform for the international licensing business. From the 29th January to 2nd February 2020, the industry will discover the most coveted new releases and classics.

International exhibitors across all twelve product groups will present a wide array of licensed products with strong sales potential. Hall 12 will be home to Licensing International (formerly LIMA), whose stand will be a central hub for the licensing industry during the fair. The partnership between the licensing association and the Spielwarenmesse has been highly successful for the past four years, and members of Licensing International are invited to a Happy Hour on Thursday from 4pm to 7.30pm. At the LicensePreview, association members are given the opportunity to present their highlights to an exclusive circle of visitors. The participants at the LicensePreview include NBC Universal, Viacom Nickelodeon Consumer Products, WildBrain CPLG, Sony Pictures and Sanrio.

Ernst Kick, CEO of Spielwarenmesse eG, said: “The key players in the licensing industry are all appearing at the Spielwarenmesse. By offering a selection of targeted features, we’re encouraging an intensive dialogue between licensors and licensees, agencies, trade and industry.”

One such feature is the LicenseTalks, which deliver new and relevant insights. For the first time at Spielwarenmesse 2020, the talks will take place across four days. Experts at the Toy Business Forum in hall 3A will shed light on the latest licensing themes from 10.30am to 11.30am, Wednesday to Saturday. On the first day, the speakers will look at the topic of sustainability and licensing. The following day, Jennifer Coleman, VP Licensing and Marketing, Konami Cross Media NY; Steven Ekstract, brand director, Global Licensing Group; and Sam Ferguson, VP Global Licensing, Jazwares will discuss Digital Native Brands: Gaming as Content Originator. Friday will focus on: Sequels & Co. – How to plan your business for sequels, spinoffs and remakes, with Werner Lenzner from the Simba Dickie Group as one of the speakers. Licensing market trends will be discussed on the Saturday.

Providing a helpful overview of the licensed products on show, the LicenseGuide will be available online from 12th December at


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