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TOTAL LICENSING
per cent of the more than 40 million
over-forties in Germany play games
several times a month and this demo-
graphic pays more attention to quality
than price. They buy in specialty stores
or department stores.
The study questioned a large number
of adults. Over 70% of them stated
that they played regularly and for all
playing meant communication, mental
fitness and a way of switching off from
their busy lives.
Only 9% of those questioned never
played games. However, the majority
of these still bought toys and games
for others – usually children and most
still preferred to buy in a toy shop or
department store rather than a dis-
Of course, this year also saw the er is significant but who, as a group,
count store or supermarket.
launch of the new LicenseCenter in are often overlooked by marketers of
This, of course, bucks the general
Hall 4. According to the Spielwaren- toys and games.
forecast that the toy shop’s days are
mess, the market share of licensed The show brought together informa-
numbered in favour of larger super-
toys in the industry has grown to over tion about this target group together
17 percent in Germany whilst in the with examples of marketing tech-
US and UK the figure is estimated to niques that work within other con-
be around 25 percent. France, Spain sumer goods sectors. Nuremberg also
and Italy are also showing growth in appointed the University of Applied
terms of licensed market share. Sciences at Worms to conduct a study
The new LicenseCenter allowed visi- on this group and present their find-
tors to hear about new licenses as well ings at the show.
as perennial favourites from around Adults over 40 make up around 54
the world and presented examples of percent of the population and have a
selected products for 2007. spending power of 967 billion Euros
Properties on show in the License- each year – more than twice as much
Center included Arthur & the Mini- as for the under-40s.
moys, Avatar, The Golden Compass, One thing is certain: We have fewer
Maya the Bee, The Smurfs, The Wild and fewer children. With this demo-
markets.
Boys, Dora, Fireman Sam, Ozie Boo graphic fact in mind, the International
The 40+ generation place great im-
Learn to Live Together, Pucca, Lu- Toy Fair has launched the Toy Genera-
portance on choice, friendliness and
nar Jim, Spider Man 3, Sponge Bob, tions programme, which examines the
advice when shopping for toys and
Tabaluga, The Simpsons, Thomas & his potentials of new target groups.
games. Price was only the fifth most
Friends, Tom Lehel and Winx Club. Adults, without doubt, like to play. 58
important factor.
Creating new markets
– selling toys to the over
forties!
One of the most interesting sectors,
perhaps at this year’s show was the
special Toy Generations show in Hall
9 which dealt with consumer behav-
iour and how to approach new target
age groups.
With fewer and fewer children, par-
ticularly in the west, this special show
was designed to examine the potential
of new target groups – this year adults
over the age of 40, whose buying pow-
65
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