Andreas Niedergesaess from Character World looks at Europe from a licensee perspective.
The global licensing market continues to grow both in terms of value and diversity.
Europe, in no small way, is playing its part with the value of retail sales of licensed product growing to $60 billion in 2016 (according to LIMA’s 2017 Licensing Report).
The Source spoke to some key players across continental Europe, seeking opinion on how retailers approach licensing, what is working for them and what the future holds.
Today: Andreas Niedergesaess, director EMEA, Character World
“From a licensee’s perspective, there are several retailers in Europe to consider but Lidl, H&M and Primark are some of the key ones and licensing is particularly important.
“Due to the huge offer of the various brands, retailers are not focusing on one property anymore, and instead, are offering mixed promotions and looking towards the development of generic offerings.
“Looking ahead, European retail is generally becoming more conservative and remain open minded, reaching out to older age groups through gaming and the like.”
This feature originally appeared in the autumn 2017 edition of Licensing Source Book. Click here to read the full publication.
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