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TOTAL LICENSING
TOYS 2007
Hong Kong • London • Nuremberg • New York
The opening
Western Europe (25%) was likely to The second seminar, chaired by Susan
be less prominent. Huang, Managing Director of Interasia
few weeks of
In terms of product categories, com- Marketing, covered ‘Leveraging Brand
the year see
puter-based toys and games, elec- Power through Licensing’. Huang high-
some of the
tronic toys and educational toys are lighted the importance of branding as
viewed as those likely to have the big- well as illustrating its benefits with a
most important gest growth in 2007. Key consumers case study from Hallmark Babies.
trade fairs for
are seen as children aged between With the Chinese counterfeit market
six and ten. The adult segment is also still a major problem, it is appropriate
the toys and
likely to contribute to growth in Ja- that the final session of the Licens-
games industry
pan, the Chinese Mainland and other ing Workshop was given by Rebecca
worldwide.
Asia Pacific territories. Los, Vice Chairman of the Licensing
The survey also included licensed Executives Society China who gave
Over the properties and the results make in- practical advice on intellectual prop-
following pages,
The Hong Kong
teresting reading. Out of the 1018 erty rights and legal issues in licens-
exhibitors and buyers surveyed, 43% ing which must not be overlooked by
we take a look
believed that Disney characters (ex- industry players.
at some key fairs
Toys & Games Fair
cluding Winnie the Pooh and Disney Interestingly, a survey of four dozen
- Hong Kong,
The Hong Kong Toys & Games Fair, Princess) would top the licensing major companies says business leaders
held over four days in early January, charts. These were closely followed regard China and Russia as the worst
London, attracted nearly 30,000 visitors from by Winnie the Pooh (23%) and Disney offenders in allowing product piracy
Nuremberg and
124 countries, making it the largest Princess (19%) meaning that Disney and calls on governments worldwide
toy fair in Asia and the second largest were seen as market leaders for 2007 to do more to protect patents and
New York - and
in the world. In all, a little under 2000 by no less than 85% of those ques- other intellectual property.
examine some
exhibitors took part, pretty evenly tioned. Non-Disney properties that The Paris-based International Cham-
of the issues and
split between local companies and made the list included Spiderman with ber of Commerce, which conducted
those from overseas. 16% and Hello Kitty with 13%. Exhibi- the survey with London’s Cass Busi-
trends that have From all accounts, the show was a tors and buyers believe that around ness School, also listed other offend-
emerged from
positive affair. The Hong Kong Trade 25% premium can be charged to the ers including India, Brazil and Indone-
Development Council, who organise retail price for licensed character toys sia. China is regarded as the world’s
each
the show, as always conducted a very and generally speaking those surveyed leading source of counterfeit goods
marketplace.
thorough survey of both visitors and expected licensed characters to rep- ranging from Hollywood movies to
exhibitors with generally positive re- resent over 20% of their export/im- designer clothes, food products and
sults. 71% of buyers and exhibitors felt port in major markets. anti-AIDS medications. Russia also is
that 2007 would be a better year than Alongside the show, a series of semi- a growing producer of illegally copied
2006 whilst only a handful of those nars and conferences were held in- products.
surveyed believed that 2007 would be cluding a Licensing Workshop which The survey did not give a figure for
worse than last year. attracted a full house. the companies’ lost potential sales to
Exhibitors generally anticipate that In the first session – US Licensing piracy. However, American officials
the highest growth for the toy busi- Outlook and the Latest Global Trends say piracy in China alone costs com-
ness would be from emerging mar- – Charles Riotto, President of LIMA panies worldwide up to US$50 billion
kets (65%), particularly the Chinese gave an overview of the US market- (€30 billion) a year. The European Un-
Mainland (29%) and Eastern Europe place together with information on ion says two-thirds of all counterfeit
(22%). Growth in the more mature licensing activities in the UK, Italy, goods seized in Europe originated in
markets such as the USA (35%) and Germany, France and Spain. China, according to the ICC.
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