- German licensing market records growth with “cocooning”
- Cross-industry parallel event to Insights-X in October
Preparations for Licensing-X Germany are in full swing. In close cooperation with Licensing International, the premiere will take place from the 5th to the 7th. October at the Nuremberg exhibition center parallel to the PBS trade fair Insights-X. The event offers new program and networking opportunities for the entire licensing industry, which continues to grow strongly. The enormous potential for various business opportunities is proven by the latest figures that the organizers – Spielwarenmesse eG – and Licensing International announce even before the worldwide release and also give an outlook on the trends in the industry.
According to Licensing International’s Global Sizing Study, global retail sales of licensed goods and services increased by around 320 billion in 2021. US dollars. Of these, 12.5 billion alone are accounted for. US dollars to the German market, which corresponds to an increase of 4.5% compared to the last survey in 2019. The strongest growth is recorded by the corporate brands, which have grown disproportionately over the last year. This was preceded by the “cocooning” trend during the pandemic period. “In the crisis, consumers are guided by well-known brands they trust,” explains Christian Ulrich, spokesman for the board of Spielwarenmesse eG. The most profitable categories include fashion and accessories, toys, video games, sports, consumer electronics and food.
Whether licensors, contractors and intermediaries, service providers or specialist retailers – with Licensing-X Germany, all participants have the opportunity to exploit the potential of the second strongest European market, get to know its special features and conclude new license deals. The trend is currently on proven topics dominated by blockbusters and well-known preschool characters, as well as innovative licenses from digital worlds. These include NFTs, portals such as YouTube or streaming services. Also at Licensing-X Germany, the possibilities extend far beyond the toy industry to open up new horizons with exciting business opportunities. Licensing-X Germany stands in the long tradition of the licensing market, which we have been organizing for the licensing industry in German-speaking countries for more than 20 years. After the pandemic has repeatedly put a stop to us, it was now high time to replace an aging hotel fair format with a professional licensing fair,” explains Peter Hollo, who is responsible for the activities of Licensing International in Germany. That’s why Licensing-X Germany is not only a place for licensors alone, but the large comprehensive platform for everyone who offers their services and services in German-language licensing.
The event is rounded off by an informative supporting program. Licensing International brings in its own existing formats such as the coveted Licensing Awards and Licensing University. Among the first top-class speakers who have already been confirmed and report on industry-current topics are Prof. Dr. Karl Peter Fischer, lecturer in applied management and digital marketing, as well as patent attorney Christian Fortmann. Anika Scharlock, Global Relations Manager – Brand Protection at Amazon, was won as a keynote speaker. In addition, a joint get-together with the participants of Insights-X is planned for the first trade fair evening.
Synergies and services
The parallel event is the only independent trade fair in Germany for the international PBS industry. Insights-X offers intensive points of contact with the licensing business with the back-to-school category. Visitors benefit from the KombiTicket: For the price of 10 euros, it allows access to both trade fairs during the entire term and can also be used as a ticket for public transport. The opening hours are on Wednesday and Thursday from 9 a.m. to 6 p.m. and on Friday from 9 a.m. to 5 p.m. Ticket sales start on the 27th. July.
“With Licensing-X Germany, we are expanding our portfolio in a rapidly growing market that is very familiar to us and operates across industries. We make every effort to make the event the ‘place to be’ in German-speaking countries,” sums up Christian Ulrich.
The two websites www.licensing-x.de and www.insights-x.com provide constantly updated information.