Licensing and brand trends in France in 2023

The French market is experiencing the same international trends in licensing as most big markets, yet there are a few areas where local brands and trends are likely to have an impact this year, as Laurent Taieb, co-president of Licensing International France, explains.

In many ways, France is similar to other big markets. Covid brought challenges – including increased costs, manufacturing and delivery delays (of both products and content) – but licensing is now enjoying a strong revival in a market eager to be re-enchanted by brands that embody values and tell

Of course some media did well during Covid: streaming platforms for example, are still multiplying and are driving a lot of popular content output, though a slightly less predictable side-effect of the pandemic has been a growth in licensed board games. However, with no need to stay at home, blockbuster movies and megabrands are very much back, with much more to come in 2023. These include French star Asterix but, realistically, the big international names still dominate.Thus the French market, like most others, will be celebrating 100 years of Disney and Warner in 2023, as well as responding to the ongoing appeal of animé and manga names like Naruto and Dragon Ball, video games such as Pokémon, Ma rio and Minecraft, international music brands like AC/DC, Nirvana and KPop, or corporate brands, like Ch upa-Chups and Mc Donalds.

But France has some local al ternatives to offer too, not least in sport via Le Mans 24 Hours and, its own hosting of a major event in the form of the Rugby World Cup. In fact, a number of local brands are performing very well. The Little Prince, celebrating its 80th anniversa- ry in 2023, and still selling five million copies a year, is an obvious example, but the interest in institutional brands such as winter sports brand (and skiing town) Chamonix or Air Force aerobatic team Patrouille de France is also high.

One interesting trend that seems likely to continue is collaborations, involving both luxury brands (like Balmain or Gucci) and high street favourites like Tealer, Project X Paris, Maje and Sandro. But digital opportunities may loom largest in the future. Tik Tok and Instagram are popular tools for engagement, while Web 3, the metaverse and NFTs are driving what is increasingly known as ‘phygital’ products like talgia phenomenon based on iconic childhood characters, supported by fashion collaborations and the still growing Kidult category: items for adults inspired by children’s products like Lego. What about brand immersion? This too has a lot to offer via amusement parks and playgrounds for brands like kids TV channel Gulli, or kids’ programming block TFOU. There are even campsites like Camping Paradis based on the comedy show of the same name and a Petit Prince hotel. At the same time exhibitions, pop-up stores and shopping centre events will continue to be influenced by international brands like Batman, Friends, Harry Potter and Stranger Things.

There’s also a CSR element to consider. Expect much more emphasis in the coming years on reusable products, limited packaging, recycled materials and positive brand campaigns supported by dedicated initiatives like French company Back Market that promotes refurbishment as a way to manage e-waste.

Lumibowl, a French phenomenon involving branded digital collectables. Supporting such trends is the explosion of social networks and the emergence of new communication modes and licensing opportunities involving content creators like France’s very own YouTubers Michou, Innoxtag and Yannisa.

The rise of Made in France is also likely to continue via brands like Label Chaussette (socks) and My Fabulous Storyteller, the interactive audio storyteller (Lunii in France) in a market that is offering a lot of diverse opportunities – for those able to manage that diversity.

As for demographics, children’s brands still lead the licensing market, but the adult market is enjoying something of a boom in France. There’s a clear nos-