Spielwarenmesse extends deal with LIMA as it welcomes licensing influx

Spielwarenmesse is expanding its partnership with LIMA with the launch of the LicensePreview at this year’s toy fair.

The LicensePreview will offer LIMA members the chance to invite select business contacts to view their licenses in private rooms, offering an exclusive atmosphere to attendees to the show later this month.

Among them will be the likes of CPLG (Paramount Pictures), Fox Consumer Products and NBC Universal as the concept marks the continued evolution of the partnership between Spielwarenmesse and LIMA, forged in 2017.

This evolution is also indicative of the increased emphasis on licensed toy and licenses at this year’s show, running January 31st to February 4th. Visitors will be given an extensive insight into the latest international licensing trends and innovations.

The licensing association will also return to its stand in the foyer of Hall 12, while LIMA’s head Charles Riotto will host a presentation at the Toy Business Forum on January 31st at 14.45 on the topic of Worldwide Trends in Licensing.

‘Licensing is quite literally everywhere at Spielwarenmesse, with exhibitors presenting the innovations of well-known licensors across all product groups,’ read a statement from Spielwarenmesse.

‘These trends and products give buyers and retailers a broad and international overview of the market.’

Licensed products will be highlighted in the TrendsGuide helping visitors to find their bearings more easily.

Ernst Kick, CEO of Spielwarenmesse, said: "Licensed toys are accounting for a growing market share, which is reflected in the overall make-up of the Spielwarenmesse."

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