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Strategy Briefing
Character Licensing in Toys and Games: Western Europe
23 pages, Sep 2017
US$1,325Added to Cart
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Licensed toys in Western Europe continued to lead traditional toy sales in 2016 as children in the market increasingly own a smartphone, and have constant access to entertainment media featuring their favourite licensed characters. Through to 2021, Western Europe is expected to lead developed markets in per capita growth of licensed toy sales, driven by blockbuster films that will be released, as well as benefitting from local licenses, which have the ability to spread throughout the region.
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Overview
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Star Wars
Star Wars will continue to be a prominent force within the region as every year through to 2020 will see some sort of major motion picture release for the franchise. In addition, there will be a variety of associated television shows, video games, and other media content to further drive licensed traditional toy demand.
Transformers
Transformers remains one of the larger brands in the region despite the lack of a major motion film release since 2014 to drive toy sales, and will likely see a significant uptick in toy sales with the release of Transformers: The Last Knight in 2017. However, despite the release of a new film to drive sales, the brand will face major competition for attention, especially with Marvel-branded action figures, which have been gaining ground.
Disney Princess/Frozen
Disney Princess and Frozen products will likely see steady sales, with large spikes during the release of major film releases, in particular the release of Frozen 2. Frozen also saw less severe sales declines in Western Europe than most markets in 2016, indicating that the brand may have more staying power, and a deeper connection with children in the region.
My Little Pony
My Little Pony is seeing waning sales in the region as interest in the revived television programme starts to fade. This may be reversed in 2017 if the release of the My Little Pony major motion picture is successful, but this will need to be followed by renewed interest in the show, or interest in the licensed and associated toy products will once again fall.
Cars
Despite a long period without a movie release, Cars remained popular in the region as the brand is one of the few character licensed model vehicle or remote control toys. Even with only one major film release scheduled with Cars 3 in 2017, the brand may still be able to retain its relevance due to limited competition in its category.
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Scope
Franchises shaping character licensing in Western Europe
Character licensing in Western Europe in a global context
Global character licensing by category
Licensed vs non-licensed toys in the region
Expected performance of licensed toys
Counterfeiting will be a major hurdle in licensed toy growth
Country Snapshot: Germany
Local license highlight: Bibi Blocksberg Content Strategy
Bibi Blocksberg Product Strategy
Country Snapshot: Netherlands
Local license highlight: Nijntje Content Strategy
Nijntje Product Strategy
Country Snapshot: Spain
Local license highlight: Pocoyó Content Strategy
Pocoyó Product Strategy
Country Snapshot: Sweden
Local license highlight: Pippi Långstrump Content Strategy
Pippi Långstrump Product Strategy
Country Snapshot: France
Country Snapshot: Italy
Country Snapshot: Switzerland
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Want to find out more about this report?
Request more informationComplete Catalogue
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- Toys and Games in the United Arab Emirates | Jun 2018
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Complete Catalogue
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- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets | Apr 2011
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- Global Discretionary Goods & Services Markets in 2009 and 2010: Legacy of the Downturn (Part 2) | Oct 2010
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
Country Reports
- Toys and Games in Argentina | Jun 2018
- Toys and Games in Australia | Jun 2018
- Toys and Games in Brazil | Jun 2018
- Toys and Games in Canada | Jun 2018
- Toys and Games in China | Jun 2018
- Toys and Games in France | Jun 2018
- Toys and Games in Germany | Jun 2018
- Toys and Games in Hong Kong, China | Jun 2018
- Toys and Games in India | Jun 2018
- Toys and Games in Indonesia | Jun 2018
- Toys and Games in Italy | Jun 2018
- Toys and Games in Japan | Jun 2018
- Toys and Games in Malaysia | Jun 2018
- Toys and Games in Mexico | Jun 2018
- Toys and Games in Poland | Jun 2018
- Toys and Games in Romania | Jun 2018
- Toys and Games in Russia | Jun 2018
- Toys and Games in Singapore | Jun 2018
- Toys and Games in South Africa | Jun 2018
- Toys and Games in South Korea | Jun 2018
- Toys and Games in Spain | Jun 2018
- Toys and Games in Sweden | Jun 2018
- Toys and Games in Switzerland | Jun 2018
- Toys and Games in Taiwan | Jun 2018
- Toys and Games in Thailand | Jun 2018
- Toys and Games in the Netherlands | Jun 2018
- Toys and Games in the Philippines | Jun 2018
- Toys and Games in the United Arab Emirates | Jun 2018
- Toys and Games in the United Kingdom | Jun 2018
- Toys and Games in the US | Jun 2018
- Toys and Games in Turkey | Jun 2018
- Toys and Games in Ukraine | Jun 2018