Brand licensing to take centre stage at Spielwarenmesse Toy Fair in 2020

Germany’s premiere toy industry trade show, Spielwarenmesse is to once again explore the relationship between toys and licensing, providing a platform for the international licensing business when it opens its doors from January 29 to February 2 next year.

Licensing International will be the centre point of the show’s licensing offering, taking up residence in the famed Hall 12.0 of the show to act as a central hub for the licensing industry throughout the course of the show. It builds on the successful partnership Licensing International has maintained with Spielwarenmesse for the past four years.

Members of Licensing International are invited to a Happy Hour on Thursday from 4 pm to 7.30 pm, while at the LicensePreview, association members will have the opportunity to present their highlights to an exclusive circle of visitors.

The participants at the LicensePreview include, among others, NBC Universal, Viacom Nickelodeon Consumer Products and WildBrain CPLG with Sony Pictures and Sanrio.

Ernst Kick, CEO of Spielwarenmesse, 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 will be the LicenseTalks, which will aim to deliver new and relevant insights. At Spielwarenmesse 2020, the talks will take place across four days for the first time.

Experts at the Toy Business Forum in Hall 3A will shed light on the latest licensing themes from 10.30 am to 11.30 am, 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 focus on “Digital Native Brands: Gaming as Content Originator”.

The Friday will be under the banner of “Sequels & Co. – How to plan your business for sequels, spinoffs and remakes” with Werner Lenzner, licensing and strategic development manager at the Simba Dickie Group as one of the speakers.

Exhibitors at Spielwarenmesse 2020 will also a number of opportunities to showcase their licensed products. The options range from banners and special displays to staircase advertising. Walking Acts draw the visitors’ attention to licensing themes and are a popular and memorable selfie motif.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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