Digital brands generate new inspiration for the toy industry. Digital natives desire to interact with their favorite characters, which leads to those characters emerging out of their digital world into the real world. The once digital video game heroes become toys, something you can see and touch. Experts Steve Ekstract, founder and publisher of the License Global magazine, Sam Ferguson, Vice President Global Licensing of Jazwares, and Juli Boylan, Vice President of Franchise Development & Outbound Licensing of Spin Master Toys, talked about the newest licensing trends at the 2020 Spielwarenmesse®. From video games, to thrilling worlds full of adventure and even plush toys, digital and physical components complement each other and offer new licensing possibilities.
The LicenseTalks presentation addressed the following topics:
- Overview of the licensing market
- Entertainment is the primary objective of all licensed products
- The new generation of licensing trends – Roblox, Fortnite, Toca Life World and many more
- The new era of storytelling – kids developing their own games