From the editor

Welcome, reader, to our special Licensing World flip-cover issue, in which we’re celebrating the licensing industry in all its glory: the properties to watch, the lines to stock and the shows to attend this year.

According to Circana, licensed toys account for a whopping 32.5% of UK toy sales in the last 12 months to March 2024 (versus 28.7% in the 12 months to March 2022). Indeed, licensed toys are significantly outperforming the overall market, and in Q1 of this year, eight of the top 10 licences were in growth. The bulk of the market comprises just four supercategories. Building Sets (accounting for 32% of Q1 2024 licensed toy sales) and Action Figures & Accessories (14% of sales) are by far and away the biggest of the two, followed by Explorative & Other Toys, and Infant/ Toddler/Pre-school Toys, which account for 11% and 10% of licensed sales respectively. We’ll be looking more closely at Action Figures in the June issue of Toy World, in which we’ll be exploring the impact of licensing on the sector and how hot TV, film and gaming franchises are continuing to drive demand.

In the meantime, there’s no shortage of content to get stuck into in this issue. We’ve taken a deep dive into the Character Licensed Merchandise category, bringing you the latest ranges from leading licensees that are translating iconic, evergreen properties and new IP into collectibles, figures, plush, dress-up and much more, in ever more innovative and engaging ways. We’ve also put together a carefully curated, kids- and family-entertainment specific preview of the Las Vegas Licensing Expo, which takes place from 21st-23rd May at Mandalay Bay. Don’t miss our Q&A with Anna Knight, SVP of Licensing at organiser Informa Markets, about what makes the show the world’s biggest and best licensing trade event.

We’ve also taken a look at the varied assortment of brands and IP licensors are placing their bets on this year, from games such as Dobble and Stumble Guys to pre-school favourite Bing and Disney’s Star Wars universe, just in time for May the 4th. In addition, we’ve caught up with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out how the museum’s licensing programme aims to inspire the inventors, engineers and scientists of tomorrow.

With the UK Toy industry undeniably facing challenges in the months ahead, Licensing is one sector that continues to be, if not its saviour, then certainly a stalwart. Some of you may have seen a recent LinkedIn post from James Zahn at US publication The Toy Book, sharing an archival page from a 1985 issue on which a contributor had referred to licensing as a ‘trend’ which ‘won't be predominant a year from now’ (accompanied by the caption: ‘That didn't age well’ and a laughing emoji). Licensing may still face its own particular set of hurdles – the notoriously slow approvals process (just ask the Toy World team how it feels about this), continued reverberations from Covid and the Hollywood writers’ strikes, the ongoing battle between cinemas and streaming services to bag their share of movie releases – but it’s a crucial part of the overall kids and family retail landscape, and those who ignore it do so at their peril.

So, we hope you enjoy this issue of Licensing World and come away with some fresh perspectives on the sector. And if you’re headed to Vegas, safe travels – and dust off the sunscreen, because you’ll need it.