On 4 November LIMA Germany presented their third «Licensing Market – Deutschlands Marktplatz für Lizenzen». The splendid hotel Bayerischer Hof in Munich opened their doors to all key players of licensing business in Germany. Also many visitors from abroad came to Munich to make new contacts and cultivate existing relationships.

In addition to marketing agencies like Super RTL, Disney, MM Merchandising Media and Nickelodeon/Viacom the show presented for the first time licensees like Clementoni, Trendwerk 77, TV-Mania and United Labels amongst others on the show floor.

Alongside the actual licensing show LIMA Germany once more provided an interesting seminar programme: Topics ranged from licensing basics to brand strategies from Bruno Banani through to Coca-Cola. Top-class representatives from retail and industry delivered hands-on reports on their licensing concepts. Following a fine tradition, the event ended with the glamorous LIMA Gala and the presentation of the annual LIMA Germany Awards.

It became more than obvious that the Licensing Market has long become an integral part of the licensing schedule for all market players: agencies, retailers, licensees and brand companies. Especially exhibitors were absolutely delighted with the show: «The high quality of this year’s Licensing Market is really impressive. The event is and will always be the very linchpin of licensing industry in Germany.» said Peter Boder, CEO, United Labels – the licensing experts from Muenster. And Marlies Rasl, Managing Director of The Licensing Company praised the perfect networking opportunities: «The Licensing Market is growing each year as more and more exhibitors and visitors join in. That’s quite a positive development for the whole industry. Our schedule was virtually packed with appointments, but we still had the opportunity to meet many new companies and hold interesting conversations.» A view shared by Gerold Kolenbrander from Copyright Promotions, who was able to welcome many visitors at their stand, mostly «retail partners and potential customers».

The day’s glamorous highlight was the Lima Gala in the evening, culminating in the annual presentation of the coveted LIMA Germany Awards.

This year’s absolute winners were Super RTL, receiving the awards for the best «Licensing Agency of the Year» as well as the best «Promotion of the Year» with their multi-partner campaign «Thomas & Friends». Overall best «License of the Year» was Disney’s «High School Musical», the title «Retailer of the Year» went to Drogerie Müller. «Fiat 500 We love» made its point as best «Licensed Product of the Year», the UEFA Euro 2008 was elected best «Brand of the Year». Even two companies won the «Licensee of the Year» award: TV-Mania and United Labels.

After this extremely successful event LIMA Germany already casts a glance into the future. Next year, the Licensing Market will take place on 4 November 2009. But at first Germany’s licensing industry will traditionally meet in spring, as LIMA Germany present their annual «Tag der Lizenzen» on 18 March 2009 in Cologne.