Licensing World - from the publisher

Welcome to the ‘upside down’ - no, it’s not a Stranger Things supplement, that is a purely literal reference. Now that you have flipped the June issue over, you have arrived at our extended Licensing World special – 100 pages packed with all the latest news, views and information from the world of licensing, with a particular focus on the kids’ market.

Of course, as the toy trade is well aware, the parameters of the traditional toy market have been extended significantly in recent years, as the Kidult phenomenon continues to evolve and become a core component of the toy world. It is estimated that as much as 25% of toy sales are now made to adults, for adults – they’re not just buying the toys for their own or other people’s kids, they are very much buying them for themselves. Whether that is collectors or pop culture fans looking to expand their collections, or adults who have reawakened their love of playing with toys and games during the pandemic, this demographic is one that toy suppliers and retailers are enthusiastically embracing, as it provides a valuable incremental revenue stream.

So as far as Toy World is concerned, the licensing field we look to cover extends far beyond just pre-school properties – we are happy to be a broad church that welcomes all properties and brands that belong in the toy landscape. Hence over the next 100 pages you’ll find information about everything from Bluey and CoComelon to Wednesday and Minecraft – and a whole lot more.

For those that will be heading to Vegas, we have a preview of the forthcoming Licensing Expo, to help you plan your trip. We also take a look at what’s happening with some of the licensors and properties that won’t be represented in Vegas this time round, plus we present an exhaustive round-up of the latest licensed products and ranges which will be arriving at retail in the coming weeks and months. It is a wonderfully eclectic selection – there is, quite literally, something for everyone, from infant and pre-school children to adult collectors.

The Toy World team will be heading to Vegas for the first time in a few years, so it will be interesting to see how the show has changed since the pandemic. You can look out for my honest observations in the typically forthright Blogs I will no doubt write for both Toy World and Licensing.biz after the show – I won’t pre-judge what is going to happen, although I do have a few thoughts and expectations. If you would like to catch up with us at Licensing Expo, feel free to drop us a line – and in the meantime, enjoy this month’s Licensing World special and let’s hope that sales of character merchandise are as strong in the second half of the year as they have been over the first six months.