Licensed products are in vogue: Marvel Zombies, Love Letter as a Jabba's Palace variation, Marvel video games, Star Wars or Disney films - big brands are often used as attractive advertising media to polish up a game not only thematically but also commercially. A new licensing fair is now intended to offer the industry a broader platform in Germany too.
Spielwarenmesse eG and Licensing International are pooling their expertise and launching their own licensing event for the German-speaking region. Licensing-X Germany will offer the licensing industry in Germany, Austria and Switzerland a new platform and will take place at the same time as Insights-X from October 5th to 7th, 2022 in the Exhibition Center Nuremberg - the Expo for paper, office and stationery (PBS) is also organized by Spielwarenmesse eG.
Market trends at a glance
"With Licensing-X Germany, we are expanding our portfolio in a fast-growing market that we are very familiar with and that operates across sectors," commented CEO Christian Ulrich on the latest addition to Spielwarenmesse eG. According to Licensing International, global sales of licensed goods and services are approximately $293 billion. Of this, around 11 billion US dollars fall on the German market. The wide range includes the product categories of apparel, toys, fashion accessories, video games, home decor, groceries, shoes, cosmetics, sports and gifts.
Licensing International was founded in 1985 and has been actively represented in Germany since 2001 with the Licensing Market event. "Our primary mission is to raise awareness of the licensing industry and its many benefits around the world," said Maura J. Regan, President of Licensing International. "Licensing-X Germany will fuel growth and expansion in Germany as we continue to partner with the key professionals in the licensing industry."
With the new licensing fair, Spielwarenmesse eG is consistently expanding its existing cooperation with Licensing International. "Our common goal is to be the leading platform for the licensing business in German-speaking countries," emphasizes Peter Hollo, who is responsible for Licensing International's activities in Germany.
Licensing-X Germany will build on the success of the Licensing Market and offer new programming and networking opportunities across all categories for the entire licensing industry. New trends in the market, such as streaming services and NFTs, should also come into focus and open up new horizons with exciting business opportunities.
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