Page 4 - Toy&Hobby Magazine Aug-Oct 2020

EDITORIAL
BY IMOGEN BAILEY
One thing to count on
NPD Australia statistics show that 7 out of the top 10 licenses were driven by movies to June 2020.
Interesting news, considering that COVID-19 disrupted the schedule of film releases.
Like in all industries, the licensing and the entertainment space it relies on, has experienced its own challenges during the pandemic and has adapted to overcome these difficulties.
These strategies include pivoting to digital, employing the use of streaming services and realigning campaigns with retail partners – as discussed by ViacomCBS’ Claire O’Connor, Merchantwise’s Kerryn McCormack and Disney’s Meagan Sanders in the licensing roundtable featured in this edition.Taking a special interest in licensing this edition, I have also sourced experts from around the world to discuss trends during COVID as well
as key industries and segments that play vital roles in the toy
licensing space.
There are explorations into book
licensing during the pandemic, board game playing and the film industry in Australia from experts well versed in these areas.
“This is certainly an interesting time to
be operating, and despite the level of uncertainty in the market, there is always one thing we can count on: kids will always want to be entertained and to play.”
I also sat down virtually with Anna Knight from Global Licensing Group to discuss the first-ever, all- digital licensing show they put on to replace the Vegas Licensing Expo, Licensing Week Virtual. With digital shows looking to become a somewhat permanent fixture for the industry in the coming years, this is your first insight into how it can operate and what it offers.
NPD Australia have also provided us with the latest data on the licensing space in Australia in a beautiful two page spread of graphs and information.
Plus, there’s insights into how Lego, U. Games, Bensons
Trading and Toys R Us Australia have adapted to the current climate.
This is certainly an interesting time to be operating, and despite the level of uncertainty in the market, there is always one thing we can count on: kids will always want to be entertained and to play.
Imogen Bailey – Editor
EDITOR
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4 TOY & HOBBY RETAILER AUGUST / SEPTEMBER / OCTOBER 2020