"This year's Nuremberg Toys & Toys Business Forum is the subject of licensing, "Essence! Global" magazine founder and publisher Steven Ekstract, "License! Global" magazine vice president and ZAG animation Andrea Green of the studio, Hasbro's vice president of licensing strategy and market development for Europe, Middle East and Africa, Paul Bufton, and Zac Scuffham, director of market development business for game development company J!NX, for toys , game, entertainment authorization, looking forward to the 15 major trends in the licensing industry this year."
1. M&A tides intensify
After AT&T (the second-largest mobile telecom operator in the US) announced the acquisition of Time Warner for $85 billion in October last year, this wave of large acquisitions is likely to continue to affect the entertainment licensing industry in 2017 because of content, consumers and companies. The influence of scale will become more and more important.
2. China's influence is enhanced
In 2016, Wanda Group Chairman Wang Jianlin once said that he would acquire the six major Hollywood film studios. At present, Wanda has acquired Mtime Time Network, Legendary Pictures, and reached a strategic cooperation agreement with Sony. Therefore, the next move of the richest man in China deserves the attention of the industry.
3. The movie box office will hit a new high
The film industry has been booming in recent years, and the box office has been climbing. In 2016, the annual box office in North America reached US$11.4 billion, which greatly exceeded the record of the previous year. According to the number of theater blockbusters that have been scheduled for 2017, this year’s movie box office will not be a problem.
4. Disney dominates
Last year, Disney won the $7 billion box office revenue with the "Star Wars rumor: Grand Theft Auto No. 1", "The Undersea Story: Where Dolly Goes", and "Captain America 3: Heroic Civil War". Looking forward to 2017, Disney will have a series of big productions such as "Beauty and the Beast" (March 17), "Galaxy Guard 2" (May 5), "Pirates of the Caribbean: Dead and No Match" (May 26). Box office revenues may rise to a higher level than 2016. The brand authorization effect that will be followed will also be considerable.
5. Heroes will reach the summit
In addition to the above-mentioned Disney Marvel movie, "Lego Batman", "Spiderman: Return of Heroes" (July 7), "Wonder Woman" (June 2), "Justice The Alliance (November 7th) and other heroic blockbusters set 2017, it is foreseeable that the hero movie will set off a fierce box office battle this year. However, some people in the industry pointed out that perhaps the heroic heat will begin to decline in the near future.
6. Localized global entertainment expansion
After Disney, another international theme park will be settled in China. Viacom Group (note: Viacom: the third largest media company in the US) announced that it will establish a Nick theme park in China, and this is only a world-class licensee. An example of a key strategy for global expansion.
The rise of the retro wave in the 1990s
This trend is mainly influenced by Nick Channel's replay of the popular program "Rugrats" in the 1990s. It is expected that this trend will continue in 2017 and drive sales of related retro derivatives.
8. Sports power is rising
More and more sports leagues and sports teams with a large number of fans are increasingly influential in the licensing industry. Sports licenses will become a highly promising market.
9. Shelf space competition is more intense
Disney's "Star Wars" super IP and other popular IP impacts, making other IP authorized toys to take up the shelf space from Disney authorized toys, it takes more effort, shelf space competition is more intense .
10. The magical pet egg miracle is expected to continue
In the past Christmas sales period, Spin Master launched an interactive toy that allows children to experience the pet hatching process - "magic pet eggs" is amazing, even out of stock. This is a textbook-level business case where a new brand has successfully attacked under the encirclement of many high-profile IPs. This example gives more confidence to the new IP brand, as long as there is enough creativity, there is no fear of big names.
At present, the growth rate of e-commerce has surpassed that of physical stores. The ever-changing e-commerce market has created many new opportunities for authorized brands, but the opportunities are fleeting and must be seized.
12. High-level exchange of blood changes brings new weather
For various reasons, many major film and television giants such as Warner Bros., NBC Universal, Sony and Fox have successively changed coaches, and the CP department (Note: CP is a content Provider abbreviation, meaning content provider) has been reorganized, gradually shifting its focus to the world. Business development.
13. VR/AR technology brings new opportunities
VR/AR technology is a new hot word in 2016. The application of these two technologies will no longer be limited to the gaming experience in 2017. Various activities, sports and theme amusement areas will be the new direction of expansion. Starting with "Pokémon GO", I believe that more and more similar game products will be launched on the market.
14. Experiential retail is gradually pushed away
Beginning with the Apple store, Microsoft followed suit and the experiential retail model is now being adopted by more and more traditional stores. Consumers are beginning to demand more, higher and better interactive consumer experiences for physical stores. Now, Toys R Us has begun small-scale interactive retail pilots to increase consumer engagement and better display the brand, thereby increasing store sales.
15. Celebrity Authorization
More and more sports stars, musicians, TV entertainers and traditional celebrities are beginning to pursue personal brand recognition, and the fast-growing e-commerce platform and mobile platform make it easier to reach loyal fans and build Start a sales channel. Celebrity personal brand licensing economy is expected to rise.
Source: Chinese and foreign toy manufacturing, with abridged
Author: Wong Jing
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