Summary of our market study

The Italian licensed toys market has seen significant growth starting from 2020, outpacing the overall toy market despite a brief downturn due to the Covid-19 pandemic. This segment benefits from leveraging popular franchises from Disney, Marvel, Pixar, as well as Harry Potter and Pokémon, across various product categories—excluding video games. The resurgence in market growth is partly influenced by the shift of movie releases to streaming platforms such as Disney+ and Netflix. The UK, Spain, and Italy emerge as key players within the European licensed toy market, with traditional TV properties also contributing to the market's vitality. The market dynamics suggest an ongoing demand for toys associated with popular intellectual properties, which are expected to continue driving growth in the Italian sector..Trends in the Italian Market for Licensed Toys The Italian market for licensed toys is witnessing a period of robust expansion, significantly outpacing the general toy market's growth between 2019 and 2021. Despite a temporary downturn attributed to the Covid-19 pandemic, the sector has been on a path to recovery. A notable factor in this resurgence is the shift in movie releases to streaming platforms like Disney+ and Netflix, which has stimulated the market for toys licensed from these newly accessible properties. Nevertheless, traditional TV properties continue to hold a considerable share of the market. One driving force behind the burgeoning demand for licensed toys in Italy is the strong affinity for intellectual properties (IPs) such as Harry Potter. The market has responded positively to these characters, with a preference for a range of toy products spanning plush toys, dolls, constructions, and board games adorned with these beloved IPs. In terms of market structure, the United Kingdom, Spain, and Italy emerge as the primary hubs within Europe for licensed toy consumption, denoting a higher propensity among consumers in these regions to purchase IP-affiliated products. This trend underscores a cultural openness to integrating trademarked characters into everyday play and reflects the strong performance of the licensed toy sector in these countries. To summarize, the Italian market for licensed toys is in a phase of significant growth, catalyzed by both the introduction of movies on streaming services and the enduring popularity of traditional TV characters. While the pandemic posed challenges, the rebound has been fortified by the endearing power of market-leading IPs and the increased accessibility to films and series through digital platforms. This sustained demand indicates a healthy outlook for the licensed toy market in Italy, highlighting the country as a vital player in the European landscape of children's entertainment merchandise..### Chapter: "Masters of Fantasy and Adventure: The Titans of Licensed Toy Market" In the enchanting realm of licensed toys, where imagination comes to life through the figures and gadgets of beloved characters, certain brands stand out as the vanguards, consistently capturing the hearts and wallets of consumers. These companies are the paragons of the industry, partnering with media giants to transform pop culture icons into tangible treasures. Let's delve into the profiles of these dominant market players mentioned in the overview. #### Disney As the purveyor of dreams, Disney is a behemoth in the licensed toy industry. This entertainment juggernaut has an extensive array of timeless characters under its umbrella, from the classic charms of Mickey and Minnie Mouse to the modern allure of Elsa and Anna from "Frozen." Disney toys not only depict its own movie characters but also those from its acquired properties like Marvel and Pixar, thus reigning supreme in the hearts of both young and the young at heart. #### Marvel Marvel, now nestled within the Disney empire, brings superheroes from the pages of comic books into the playrooms of children. The likes of Spider-Man, Iron Man, and the Avengers have leaped beyond the silver screen, manifesting as action figures, playsets, and role-playing items that inspire bravery and ignite the imaginations of millions. #### Pixar Pixar is Disney's computer-animation tour de force, offering narratives that resonate with audiences of all ages. Beloved franchises such as "Toy Story," "Cars," and "Inside Out" have resulted in a plethora of playful interpretations, turning the likes of Woody, Lightning McQueen, and Joy into tangible companions for children worldwide. #### Harry Potter The wizarding world of Harry Potter, created by J.K. Rowling, has spellbound a generation, and its influence is strongly felt within the licensed toy market. Through its magical array of products, children can wield their own wands, don the Sorting Hat, and conjure adventures within the hallowed halls of Hogwarts. #### Pokémon Pokémon has captured the collective imagination with its motto, "Gotta Catch 'Em All!" Since its inception, the franchise has spawned an impressive lineup of toys, from plush Pikachus to intricate trading card games, ensuring that the quest for these creatures extends beyond digital screens and into the tangible world of play. These market titans stand in a vastly competitive playground, where each has carved out a distinct niche through strategic partnerships, product development, and a keen understanding of their fervent fanbases. They continue to lead the parade
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1 Market overview

1.1 Definition and scope of study

Licensed toys refer to those toys for which manufacturers use well-known names and images, usually from film studios and animated films, to increase their sales. These products are all those for which a contract to transfer the rights to use the trademark has been signed by the company owning the rights and the company producing the toy.  

The most popular licensed toys are those inspired by Disney, Marvel or Pixar characters as well as Harry Potter and Pokémon, and the categories of toys included in this market are the most diverse: plush toys, dolls, constructions, board games, etc. Despite this, the scope of this market will not take into consideration licensed video games, the main competitors of the traditional games mentioned above. 

At a European level, toys are the most significant category of licensed children's products and the European licensed toy market appears to be dominated by the UK, Spain and Italy, the three countries most open to the use and purchase of products with IP rights.

The Italian market for licensed toys is going through a strong growth phase: between 2019 and 2021, in fact, this segment grew at a significantly higher rate than the overall toy market. In particular, after a slightly negative phase due to the Covid-19 pandemic, this market is also slowly rebounding and growth is expected to be particularly affected by the transfer of many movie releases to streaming platforms such as Disney + or Netflix, although properties belonging to the traditional TV sector will continue to make up a substantial part of the market. In particular, some examples of IP that are driving the growth of the Italian market are Harry Potter.

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