More than 1000 visitors attended the second Licensing Market at Munich’s model location Bayrischer Hof earlier this month. That’s an increase of almost 50% on the already successful debut in 2006. The ambitious concept of the LIMA (International Licensing Industry Merchandisers’ Association) seems to pay off: The event brought the whole value creation chain together under one roof – licensees and licensors as well as merchandisers and retailers.

25 exhibitors (mainly licensing agencies, TV channels and right’s owners) introduced their latest properties from TV, theatre, fashion, sports, character brands and VIP’s, including “Die wilden Kerle” (Copyright Promotions), “Lilli the Witch” (CTM), “Dive Olly Dive” (EM.Entertainment), “The Three Robbers” (Bavaria Sonor), “Hui Buh” (DIE STARKEN MARKEN), “Skunk Fu” (Super RTL), “Our Little Sandman” (Telepool),“Little Princess” (TV-Loonland), “Die Sendung mit dem Elefanten” (WDR Mediagroup Licensing), “Martin Morning” (ZDF Enterprises), “Looney Tunes” (Warner Bros. Consumer Products) and “SpongeBob” (Nickelodeon) – just to mention a few. In addition, manufacturers like the Danish Fipo Group showcased creative product realizations and cutting-edge merchandising hits on the show floor of this year’s Licensing Market.

But the LIMA did not only provide manufacturers, retailers, high profile companies and marketing experts with the unique opportunity of product presentation and contact making. They also arranged professional seminars to provide theoretical background knowledge: From basic knowledge like the history of licensing and current trends to licensing law through to the most recent LIMA market research – experts graphically explained complex topics. First-hand reports from industry and retail topped off the information package.

Properties from the world of music, sports and fashion are definitely on the rise. According to Heike Winner, managing director  LIMA Germany, licensing of local fashion brands generated 2.5 billion euros in retail sales last year in Germany, 50 percent of which had been represented by apparel and fragrances. “That’s amazing, especially as sales generated by luxury, celebrity and sports brands are not included. Together these categories represent an important growth sector and, of course, this year’s event reflects this development,” said Winner.

The most recent LIMA market research confirms the positive results of the licensing industry. Character brands alone generated 2.5 billion euros in retail sales last year. That’s an increase of 5% to 2005. More than 60 % of the interviewed persons benefited from at least 2% growth in sales, while most of the respondents had been major licensors with an annual turnover of more than 2.5 million euros. Medium-sized agencies often suffered from a slowdown in sales but seemed rather optimistic for this year’s result: two third of them expect an increase in sales for 2007. “The German licensing industry has been constantly growing over years. The last market research by the npd Group Germany also revealed promising growth potentials for the licensing sector in Germany. Even on a global basis, Germany comes off quite well and may look into a positive licensing future,” said Heike Winner, LIMA Germany.

So the industry has reason enough to celebrate – and they did after the licensing market closed its doors in the evening. At the exclusive gala dinner the LIMA recognized outstanding achievements of the German merchandising and licensing industry and presented the seventh annual LIMA Germany Awards. “Die wilden Kerle” surpassed Disney/Pixar’s “Cars” as Best License of the Year; “Princess Lillifee” beat “SpongeBob” and even “Spider-Man 3”. What is more, “Wilde Kerle” agency Copyright Promotions also won the Best Licensor/Agency of the Year Award. In the Licensed Product of the Year category the winner was the “Tabaluga” credit card by Visa. Germany’s top teeny band “Tokio Hotel” not only got the MTV Award in Munich, they were also the Best VIP/Sport Brand of the Year 2007. The Retailer of the Year Award recognized the achievements of two retail partners: the multiple-award winning online store Happy Toys and the Plus Retail Chain. Licensee of the Year became the Panini Publishing Company and the “Germany’s next Topmodel” campaign by MM Merchandising was acknowledged Best Promotion of the Year.

On occasion of the gala, the LIMA announced the new members of their advisory committee. Last year’s members Hans-Gerd Kierdorf, KIERDORF & PARTNER GBR, Christoph Ahmadi, RTL Disney Fernsehen GmbH & Co KG and Ulli Feldhahn, SONY BMG Family Entertainment will now be supported by retail experts Jana Blaschka, Happy Toys, and Martin Bieri, Plus Einkaufsgenossenschaft, by licensees Peter Boder, United Labels, and Fred Göpfardt, mep Licensing, as well as Gerd Russwurm, EM. The LIMA Germany today has more than 180 affiliated companies, including licensors, licensees, manufacturers, retailers and service companies.