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FOCUS ON GERMANY
Ute Stauss, Managing Director at Licensing International Germany
LICENSING INTERNATIONAL GERMANY
Shifting Dynamics: The Evolving Licensing Industry in Germany by Cristina Angelucci Licensing Magazine interviewed Ute Stauss, Managing Director at Licensing International Germany. The discussion delved into the key trends, challenges, and international growth potential driving the German licensing industry.
What are the main trends shaping the licensing industry in Germany? We’re experiencing a shift away from the entertainment and toy business towards lifestyle, sports, and gaming products. New members are joining us, such as FT Bayern Munich, one of the biggest football clubs in Germany, the toy company Schleich Beck, and newcomers from the gaming industry. Gen Z is currently defining licensing strategies. The concept of fandom and the growing importance of streaming platforms such as YouTube, and the gaming industry, are shaping the business. How are these elements developing within the German market? When it comes to gaming and fandom, there is room for growth. They are shaping new dynamics that are appealing to Gen Z. The same is true for the combination of fashion, lifestyle,
and gaming, which is one of the key trends in Germany. For example, Adidas recently launched The Minecraft Movie Collection. Sports licensing is following the same path and is poised for continued growth, driven by the Euro 2024. Two of the major sports brands in the world – Adidas and Puma – are located in
Germany, fostering innovative products and strong collaborations. What is the German market’s current position regarding international relevance and expansion potential for German brands? The answer is twofold. On the one hand, we have a strong set of German brands
In these pages, data from Licensing IInternational Survey about the German market