Character Licensing in Toys and Games: Western Europe

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.