The German market for licensed products and services was $12.5 billion in 2021, an increase of 4.5% over the previous year according to the Global Sizing Study by Licensing International.
The increase has been attributed to strong growth in corporate brands caused by a ‘cocooning’ trend during the pandemic where consumers fell back on familiar brands they trust.
Fashion, toys, video games, sports, entertainment electronics and foodstuffs were mostly responsible for the gains.
This should be good news for Spielwarenmesse eG, the German event company which puts on the International Toy Fair in Nuremberg and recently acquired Spiel in Essen.
In March, Spielwarenmesse announced a partnership with Licensing International to launch Licensing-X Germany on Oct. 5-7 at the Nuremberg Exhibition Center.
The show will happen alongside Insights-X, the stationery expo run by Spielwarenmesse.
“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. We are doing everything we can to make the event the ‘place to be’ in the German-speaking area,” said Christian Ulrich, spokesperson of the executive board at Spielwarenmesse.
Founded in 1985, Licensing International has had an active presence in Germany since 2001 through its Licensing Market event.
The show have announced their first speakers for the debut event.
- Anika Scharlock, Global Relations Manager – Brand Protection at Amazon (keynote)
- Prof Karl Peter Fischer, lecturer for applied management and digital marketing
- Christian Fortmann, Patent lawyer