The German Licensing Summit 2024 took place on November 7 in Munich under the promising tagline “Connecting ideas. Creating the future.”
By Federica Pazzano
The event was led by Ute Stauss, who has served as Managing Director Germany at Licensing International since last February, and Petra Strobl, Head of Communications. After an introductory greeting from Licensing International President Maura Regan, the day began with approximately 150 attendees, including retailers, agencies, licensees, licensors, publishers, and professionals from the sports industry. The event exceeded all expectations, receiving outstanding feedback from participants and German members of Licensing International.
The sports industry was a major focus of this year’s summit, featuring participation from Fritz Frank, Head of Licensing at the German Football Association (DFB), who presented DFB’s licensing strategies for EURO 2024. The program also spotlighted the world of eSports, emphasizing the potential of this segment. Despite its ability to engage diverse audiences and cross-industry targets, eSports remains somewhat separated from related industries and is still considered a niche by some operators.
In terms of major communities, the summit also addressed cosplayers, a cultural phenomenon that originated in Japan and has spread extensively to the Western world over recent decades. Today, cosplayers represent a solid consumer base for many companies in the sector. The summit also highlighted the growing importance of the kidult demographic—a consumer group increasingly embraced by industries beyond toys. Driven by a powerful wave of nostalgia, this trend has helped many companies navigate challenging times, including the pandemic. The success of nostalgia-fueled franchises, from blockbuster hits like Barbie to the revival of beloved classics, has reignited interest in retro products and experiences. This phenomenon, which bridges childhood memories with adult purchasing power, is reshaping strategies across industries, creating opportunities for cross-generational engagement and revitalizing established brands.
Following the success of the German Licensing Summit 2024, players in the German market are eager to support Licensing International Germany‘s next steps and look forward to another edition of the event.
Read also: Brands Anniversaries at Lucca Comics & Games 2024
Licensing Italia è la prima società di consulenza in Italia specializzata nel settore del licensing, editore della testata online Licensingitalia.it, dove trovi news nazionali e internazionali sui principali avvenimenti del mercato
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