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However, more and more consumers in Germany prefer buying licensed products. Sleep wear featuring The Peanuts, socks to the Simpsons, a cereal bowl with Kermit the Frog, Ed Hardy branded exercise books, a bag featuring SpongeBob SquarePants or bed linen in Coca Cola design – licensed articles have long become steady companions in everyday life. And not only children feel attracted to these products; more and more adults are spellbound by licensing. To serve the current trend, a broad portfolio of licensed products from different categories enters the German market in 2010. 
In addition to completely new properties, classic licenses like “Love is …”, this year celebrating their 40th anniversary, enjoy a renaissance. In 2010 the German market sees more “Love is…” products than ever before. Manufacturers like Herding and TeNeues once more market various beautiful items to underline how overwhelming love can be. A lot of properties from different fields
Even properties that may appear “difficult” at first sight find their licensees. BILLY BOY launchs their own apparel and footwear collection in 2010: From trendy his-and-hers underwear to outerwear and shoes through to cuddly blankets, the new product line by J.A. Trading provides something for everyone. 
Musical licenses like “Little Amadeus” also enjoy rising popularity. “If Amadeus lived today, he would be a rock star,” say Ralph and Charles Voggenreiter. To them, it seemed only natural to extend their product portfolio and add “Little Amadeus” guitars and recorder sets. Although we are only at the beginning of 2010, we may already have a look at the Christmas selling season. Here “Rudolph” will certainly win by his red nose. A new highlight by wb compagnie is their Christmas Bakery featuring Rudolph. The biscuit making set for children contains an apron, biscuit cutters, accessories and recipes – the perfect outfit for junior bakers. For safe storage until next year’s holiday season, the set comes in a cute little case. In Germany, the sports theme is spelled with a capital “S” this year. Beach Soccer is growing to be the next popular sports fad and the BarBolzBande by CPLG Germany jump up the band wagon. Here five football-enthusiasts kick the ball with bare feet on the beaches of their secret island hidden in the mists. From time to time they set out to visit world’s most beautiful beaches and fight exciting Beach Soccer duels. Properties well established 
A classic girls brand in Germany is Wendy. The latest KidsVA research on young girls’ leisure time activities revealed that the average Wendy reader is an active girl and especially drawn to licensed products. Despite economic challenges, children that love to read youth magazines during their leisure time also have more pocket money and usually live in households with high incomes and high brand awareness. So the “Wendy” brand is able to operate as a safe harbour in times of economic uncertainty. Kaufmann Neuheiten is going to rely on Angel Cat Sugar – the Japanese princess developed by Hello Kitty-creator Yuko Shimizu. The princess from Angel World has the power to heal hurt feelings and is thus the perfect property for young girls and women. Top action license for boy aged between six and eleven is still Ben10. Also in 2010 Cartoon Network focus on their popular boys brand. Together with Master Licensee Bandai Cartoon Network start a large-scale Retail Tour of Germany in March 2010. In addition, they will stage a great Ben10 Event on 10 October 2010 supported by in-store advertisement. Kathrin Schenk, Licensing Manager Germany, Austria and Switzerland, Turner Broadcasting System, said: “The ongoing demand for licensing reveals the strength of our Ben10 brand. We are optimistic about the year 2010 and look forward to develop innovative merchandise together with our new business partners. We seek to underline the brand’s value and to satisfy the demands of consumers and retail partners at the same time!” Just in time for his 75th birthday, the “King of Rock´n´Roll” Elvis Presley and V.I.P. launch new merchandise to the German market. V.I.P. Entertainment and Merchandising AG are official German licensing agency and responsible for marketing ELVISLY YOURS. Keep an eye on it! 
And even TV stars make it big this year. Together with Atze Schröder, one of the most popular comedians on German TV, HEUNEC Company reveal a new brilliant product realization for the plush category: Outstanding features like Atze’s hair cut, his glasses, jeans, and boots provide a perfect basis for miniature adoption in plush. Watch out - Kikorikis unleashed. Jumpy, Joshy, Pinky, and their agency Terbrüggen set out on a tour of Germany, to introduce German children to the world of Kikorikis. Kikorikis (originally: Smeshariki) are funny round characters, each with their own special personality and their own story. They follow a creative attitude to life and live in a world full of adventure, a world without violence and brutality. So Kikoriki are the perfect license for all kinds of children’s products. FunGameMedia is the German agency behind Kikorikis. Licensing Event in Cologne In March LIMA Germany invites the industry to their 7th “Day of Licenses” in Cologne. 25 licensors and agencies stage short presentations of their most successful properties, latest creations, their promotion activities and marketing campaigns. After the informative and demanding day programme the industry meets again in the evening for a Spring Festival full of atmosphere at the Wolkenburg in Cologne to make new contacts and cultivate existing relationships. |