LICENSING MAGAZINE AT KIDS’ TIME 2024

From 21 to 23 February, Licensing Magazine was present as a media partner at the 15th edition of KIDS' TIME Fair in Kielce (Poland), Eastern Europe's leading trade fair for children's products, from toys to childcare.

Divided into five pavilions, the fair offered a rich space for toys and children's products, which certainly provided an insight into what is happening in the CEE territories in terms of character licensing (see our rich photo gallery). Kids' Time is the entry point for Poland and neighbouring countries, where territorial relations and the peculiar needs of local partners are essential for the successful development of any IP. On the licensing front, a wide range of brands were present, from Miraculous to LoL Surprise, from Pippi Longstocking to Barbapapa, with licensed products designed for this market.

Although the exhibitors are mainly distributors, the presence of licensing professionals (agencies, licensors and licensees) among the visitors is very broad and makes this event an essential stop for anyone developing their own IP in this field. This concept was also reinforced by the conference organised by LICENSING MAGAZINE during the fair, dedicated to bridging the international and Eastern European markets, where key players such as Talia Tester , Softlines International Director and Southern Europe Lead at Moonbug Entertainment , aleksandra gawryszewska , CEE Head of Sales Marketing at DeAPlaneta Entertainment , and Luca Bonecchi , VP, Licensing South-, Northern-. Eastern Europe & UK at ZAG Entertainment. These speakers shared the importance of developing localised projects and gave excellent examples of the flexibility of adapting international brands to this territory, including the development of successful licensing programmes and projects that can become case histories for other European territories. All speakers agreed that the licensing market in Eastern Europe will be a growing trend in the coming years.

As Licensing Magazine, we hope to see more licensing initiatives in these territories, especially at Kids' Time, and we look forward to reporting on them and bringing them to our readers!

Watch the photo gallery!