The Italian Licensing Market in a shapshot... ...reading between the lines

To understand the current Italian licensing business, we can of course lean on the global market data, but reading facts and figures between the lines will certainly allow to make sense of weak signals and have a more focused picture.

In fact, as far as global franchises go, Italian highlights are pretty the same as in all Europe. Barbie, Marvel and Pokémon are fighting for the top position in toys sales; Avatar has been the top grossing movie of 2022 Italian box office, even if during the last 2 weeks of the year only, with Minions, Marvel and DC Comics following suit. Anime and Manga IPs are on trend as everywhere, with One Piece 100 Celebration volume topping the general publishing Italian chart during its launch; the 4th season of Stranger Things (with a pop-up store in Milan recently opened, as a local feature) and the third season of Emily in Paris were the Italian champions on digital platform as well. The only Italian difference in 2022 compared to the European mainstream seems to lie in the deafening silence towards the FIFA World Cup – but that is another story…

For any non-domestic observer, though, those highlights do not wholly explain the market and the variety and diversity of other opportunities emerging in the Italian peculiar market. Some examples? According to GFK, the Top10 chart Kids Publishing 2022, (a segment growing by 5,6% on previous year), capped by Harry Potter at No.1, features local youtuber Lyon at No. 2, and local creator and influencer PeraToons at No. 3, 4, 5 and

6 with each title. Both have successful licensing programs in place covering other categories, and speaking about creators, it is interesting to see “Me Contro Te Lost in Time” in the top 20 movies for family, the second Warner Bros. Italian production for the top licensed couple of local youtubers. Another sign of local dynamicity which should not pass unseen is that among the TV series hypes creating strong interest in the retail and licensing community, the all-Italian Rai Fiction and Picomedia “Mare Fuori” is, as of today, one of the most seen series on Netflix and RayPlay.

The Easter eggs market – another local peculiarity – is our standard market test, useful to observe what’s hot on the licensing market. This season’s offering demonstrates again a dilemma between safe bets and innovation. The leader Kinder Ferrero, along with the classics Bing, Barbie, DC Comics, Disney (Avatar included), Jurassic World, is trying Stranger Things on a target age upgrading, while Dolci Preziosi, famous for having brought the globally recognized fashion influencer Chiara Ferragni to the mass Easter eggs arena 2 years ago, innovates this year with local beauty influencer Clio MakeUp, gaming youtuber Gabby 16Bit, and maître chocolatier Knam. This mix of local specificities and global trends is similarly true when observed through the lenses of the Italian most dynamic apparel retailers – OVS and Calzedonia Group, the first safely betting on evergreens, while the latter mixing Harry Potter with unobvious alternatives like Lupin 3rd or Pac – Man. Licensed collaborations are still seen as an efficient communication tool, especially on the fashion and accessories scene, and once again the crave for storytelling IPs, mainly brands, create interesting mixes among local champions and global icons.

The round-up of what’s hot in Italy should surely deserve more space, that’s why we generally recommend all the non-domestic professionals to follow the news section –English version available - at MLD Entertainment, or better yet come and visit on September 14 - Milano Licensing Day.

Milano Licensing Day

Last year, 800 professionals gathered at Milano Licensing Day for one full day of networking, meetings, sales pitching and insights. This year, on September 14, the event is coming back for its 17th edition, packed with new features and a program of brand presentations, trends showcase and business meetings which can give visitors all the necessary information to navigate their way through the particular Italian licensing market, while giving everybody the key to the next years’ strategies.

“The Pitch sessions are the most appreciated by both licensors and licensees” said Vanessa Stillitano, who with Gisella Barabino manages the event. “And we have basically every space booked months ahead of the event.” That’s why the program has thrived and grown in recent years, giving space to special showcase events, like the Opening Party, the Breakfast Specials, the Cake Party, and the Cocktail which ends a full day of networking. “Curated content is our strength” echoes Gisella Barabino “and this year we will add new features in this sense, like “Meet the Unexpected” a special section of dedicated brand showcases, while our Business Matching service, specially tailored to save time for retailer and licensee delegations, will continue to serve all the exhibitors in their new business goals.”

So, save the date, and ask for more details: evento@milanolicensingday.it