Licensing has become crucial to modern toy manufacturing and entertainment strategies. From iconic properties like Pokémon and Harry Potter to well-established brands like LEGO and Barbie, licensed products consistently lead the market and create strong emotional bonds that directly increase revenue. The 2024 market forecast clearly indicates a trend: licensing continues to expand in influence across entertainment sectors—covering gaming, movies, and lifestyle brand extensions—becoming a key driver of growth even as other market segments stall.
Premier Networking and Professional Development Opportunities at the Spielwarenmesse
Spielwarenmesse will offer comprehensive programming to support professional growth and build strategic partnerships in the licensing industry.
LicenseLounge provides a relaxed networking space where licensors and licensees can engage in meaningful business discussions. Situated in Foyer NCC West, this venue offers a professional yet welcoming atmosphere ideal for both experienced industry professionals and newcomers seeking vital knowledge through expert advice and industry publications.
LicensePreview offers exclusive market intelligence through a confidential presentation at NCC Mitte, Munich Hall. This targeted event allows up to 140 carefully chosen industry professionals to evaluate innovative licensing concepts and new product categories before they become public, providing an opportunity for direct strategic feedback.
LicenseTalks will be a two-day professional forum held on Tuesday afternoon and Wednesday morning in the LicenseLounge space. International licensing experts will discuss current market trends, industry updates, and evidence-based best practices through an interactive dialogue format. The program, created in partnership with Licensing International, Licensing Magazine, and BrandMania, will include three expert panel sessions each day.
License Talks organised by Licensing Magazine
As mentioned, Licensing Magazine is a partner of the LicenseTalks program and has organized the following panels, open to all attendees. They range from video games and licensing to board games and licensing. Below are the details of both the events LM will moderate.
“Turning Cardboard and Plastic into Pixels: Designing Applications Children Engage With”
Tuesday, January 27, 2026 | 14:00–14:30
This session will examine the strategic methodology employed by StoryToys, a leading Dublin-based developer recognized for creating engaging, educational digital experiences for young audiences. Emmet O’Neill, CEO of StoryToys, will focus on their collaboration with LEGO Group and BBC Studios on the LEGO Bluey mobile application—a case study in seamlessly bridging physical and digital entertainment experiences.
Participants will gain insights into development principles and best practices applicable across gaming and toy industries, with emphasis on creating applications that foster learning outcomes alongside entertainment value.
“Developing Licensed Games with Sustainable Market Performance”
Wednesday, January 28, 2026 | 12:30–13:00
Andrea Chiarvesio, Owner of Try a Game and an international leading expert in board game design, will provide practical guidance on transforming established intellectual properties into board and card game products that deliver sustained consumer appeal and consistent commercial performance.
The presentation will address common implementation challenges, outline critical success factors, and provide a practical assessment framework for developing licensed games that transcend standard merchandise positioning to deliver distinctive gameplay experiences.
Come to visit us at the Spielwarenmesse!
As every year, Licensing Magazine is the only licensing publication with its own booth at the Spielwarenmesse, in addition to an extensive distribution of the Winter Edition of the magazine throughout the show floor. You are more than welcome to visit us at Stand #10 Foyer Hall 12.0, NCC West Entrance. See you soon in Nuremberg!!
To fix a meeting, submit any Toy news for our Winter Edition or explore advertising opportunities, write to info@brands-media.com
