BRANDORA´s Point Of View: Current Analysis Of The German Licensing Market

BRANDORA Editorial Staff (Katja Lux) - August 2010

Why do people buy licensed articles? Do they just want to join the in-crowd or do they appreciate proven quality? Whatever it is, licensing still plays a major role these days and will certainly do so in the future. Have a look around – how many of the things you see actually are licensed products? Whether it is apparel, beauty & care products, food and beverages, stationery or toys – it’s impossible to do without licensed products. And it’s most important to have the finger on the pulse of time and launch the right product at the right time to the right market. Here you will find latest news on the licensing market in Germany:

Music goes fashion!

The rock star look has influenced the world of fashion for years and will certainly accompany us through the year. Some call it “Grunge”, others “Glam-Rock”: clothes worked with rivets and rhinestones, vintage washes and destroyed effects. What is more, also the 1980ies celebrate their fashion comeback. Colourful designs on t-shirts influenced by Grunge or Electro are real eye-catchers and absolute must-haves this summer. Fashion and music are common elements of communication and leave room for effective self-presentation. Fashion and music have always been a way to express group membership. Ever since their foundation seven years ago, Celebrities Entertainment has been managing the rights of more than 100 bands and artists from all genres and decades of music history. The portfolio of the successful licensing agency from Bad Homburg spans everything from Classic Rock, Alternative, and Metal, to Rap and Pop, through to Soul and Jazz, including big names like: AC/DC, KISS, 50 Cent, Pink Floyd, The Police, Sex Pistols, The Who, U2, Run DMC, Black Eyed Peas, and Ray Charles, to name just a few. “From the very beginning, Music Artists has been one of our strongest licenses. But over the last one or two years we witnessed a real hype,” said Ulf Vespermann, Managing Director, Celebrities Entertainment. Licensees from all categories, including major market players like Global Labels, Paxos, Schumann Design, and Contrast agree that Live Nation Music Artists by Celebrities Entertainment are always a key element for success.

Inspired and motivated by modern urban spirit from the music scene Alpha Industries designed a special collection for MTV featuring Berlin’s most famous landmarks. Berlin’s Television Tower or Brandenburg Gate are stitched into sportive CWU Flight Jackets or various Parkas using strong colours. A choice of pieces is now online available on Also Giesswein Walkwaren secured the MTV brand to produce a collection of rubber boots, which they already presented at the trade fair in Dusseldorf this March. These boots are real eye-catchers for rainy days and comply with the demands of today’s trendsetters: Dry-shod and perfectly in vogue.

On behalf of Beatles AppleCorps Ltd. in London Hamburg-based licensing agency V.I.P. Entertainment & Merchandising AG manages a large portfolio of Beatles and Yellow Submarine designs in German-speaking territories. After the overwhelming success of the new digital edition of 13 Beatles albums which have been sold more than 13 million times in only nine months, it was obvious that today’s music consumers still love the Beatles. According to recent EMI research one third of those who buy Beatles’ music are younger than 24. Sir Michael A. Lou: “And after a 14-pages cover story in the German magazine ‘Spiegel’ even the most sceptic believe what DER SPIEGEL writes. Today the Beatles are more successful than ever!“ Within only 12 months he was able to double the number of licensed Beatles products. While medium-sized companies like Logoshirt, TeNeues, or the Fipo Group register continuously rising sales figures, also Universal Music affiliate Bravado and Rogue Monk, the company of Ed Hardy co-founder, join the family of Beatles licensees in Germany. What is more, the Japanese luxury brand company Comme des Garcons is currently launching Beatles bags, t-shirts and shirts to the German market.


Condor Airlines and CPLG will launch a large scale licensing programme: Up to the end of 2010 Condor supports child relief projects of the aid agency Luftfahrt ohne Grenzen e.v. – Wings of Help with a proportion of their ticket and on-board shop proceeds as well as numerous special events, including an auction of custom-painted model airplanes featuring Snoopy characters. All auction proceeds will be fully donated. Gerold Kolenbrander (Managing Director of CPLG Germany): “We are proud to work with a cooperation partner as enthusiatstic as Condor. When a traditional company freely incorporates another brand into their own corporate logo, they are not only paying a compliment on the importance and influence of Peanuts; first of all they pay tribute to the idea behind each relief operation: Together we are strong!” The support of Luftfahrt ohne Grenzen e. V. – Wings of Help is only one of the airline company’s various social commitments. For more than seven years, the aid agency Luftfahr ohne Grenzen e.V. – Wings of Help has been giving medical and operational assistance for international relief operations e.g. by providing airplanes, staff, and expertise. In their work the organisation concentrates on helping children in need around the globe. Each Cent donated arrives where help is needed – without any deductions.

SpongeBob – always up to date

In 2010 the yellow sponge is still bang on the trend. New products by Simba Toys will make this summer a splashy pleasure: Soap bubble guns, crab tennis or water balloons catapult – Simba Toys provide everything little water babies need to have a good romp around. But SpongeBob can do more. 150 children in Germany attend the SpongeBob Summer Camp in summer 2010. SpongeBob Summer Camp weekends leave no wishes unfulfilled. For the first time, Nickelodeon and Jugendtours take a spongy tour of SpongeBob’s under water world. What’s different: tickets cannot be bought, they have to be won. SpongeBob will stop over in seven German cities and invite children to play for the coveted tickets to his summer camps. For all those who are not able to meet SpongeBob at their hometown Nickelodeon will arrange online games to snatch a ticket. For more information on SpongeBob’s Summer Tour and Summer Camp please visit

TV stars – but different!

Die Sendung mit der Maus: Germany’s most popular children’s show turns 40!

In March 1971 the Maus Show made their Sunday TV debut under the original title “Lach- und Sachgeschichten”; since 1972 the show is commonly known as “Die Sendung mit der Maus“ (The Show with the Mouse). With her unparalleled concept the Maus (ARD, KI.KA) stands of information, education, entertainment, and a special focus on knowledge transfer for children. The show enjoys a 40% market share among three- to thirteen-year-olds. Up to now more than 2250 factual stories aired in Germany and Die Sendung mit der Maus has long become a classic programme brand, has won countless awards and enjoys an average 95% level of awareness among children and grown-ups. In 1999, the Maus launched her own official homepage on With a potpourri of factual stories and entertainment, Maus Spots and background information on the show, the homepage is one of the most popular kid’s sites on the internet. Now the Maus even goes to school, to nursery schools and day-care centres together with her friends, the little blue elephant and the pink rabbit! The popular characters from Die Sendung mit der Maus and „Sendung mit dem Elefanten“ (The Show with the Elephant) are now featured on pencil cases, bottles, stickers and many other useful things, as the WDR mediagroup licensing GmbH for the first time launch their own Maus products to the German market. They plan to position their own themed product lines in book stores. And next year’s major event is just around the corner – the Maus’ 40th anniversary in 2011! The event will be celebrated with countless on air and off air activities. Thus the Maus will not only generate nation-wide awareness but also boost Maus products’ retail sales …

m4e and Simba Dickie Group lay the foundation for development of a high-quality licensing programme to preschool TV programme KIKANiNCHEN!
KIKANiNCHEN is a new preschool umbrella brand and TV programme created by KI.KA, the children’s channel of Germany’s public TV broadcasters ARD and ZDF. Since its TV launch last October KIKANiNCHEN has successfully established itself on the market. From mid-May 2010 the blue rabbit even has its own official website m4e AG are officially assigned the marketing of the licensing programme for KIKANiNCHEN. Together with Simba Dickie Group they now lay the foundation on the toys and plush market. Eichhorn will launch a line of high-quality wooden toys, Simba Toys will present creative toys under their „Art&Fun“ brand, BIG provides outdoor toys and Noris-Spiele offers board games and puzzles.

Vipo Land starts new promotion campaign with SEA LIFE in Germany and sponsors football kits for junior football teams.
In Germany VIPO Land has found a new attractive cooperation partner in SEA LIFE (subsidiary of Merlin Entertainment Group). Their first joint activity is an online competition this summer. What is more, also VIPO has caught football fever – he now acts as mascot and football kits sponsor for the junior footballers of FC Unterföhring near Munich. In June, the young athletes won their first football match in VIPO kits 3-0!