Have you ever played with LEGO? Statistically speaking you probably have. After all, on average every person on earth has 52 LEGO bricks. It is one of the most popular and traditional toys in the world but how does it compete with a modern toy industry influenced by technology and the internet? We were lucky enough to spend time with LEGO's CEO, Jorgen Vig Knudstorp, who answered questions like this and told us where licensing fits into the company's strategy.
Between Brand Licensing, MIPCOM, Cartoon Forum and visits to the sets of Aardman's Shaun the Sheep, Entertainment Rights' Rupert Bear and BBC Worldwide / Ragdoll's In the Night Garden we have managed to get feel for the pre-school market. People talk about a tough environment but competition means that new properties are striving to be the best — a good thing for consumers in my opinion.
As well as reviewing recent trade shows, including a successful Brand Licensing, we look at the tremendous growth in online communities and where the opportunities are for licensing. We also discover what costume characters add to a brand and recent direct-to-retail success stories inspired us to feature this licensing model.
Finally, I'd like to take this opportunity to wish you happy Christmas and look forward to hearing about the successes that come out of the most important period for the licensing industry.
Graham Pomphrey Deputy Editor 0208 956 firstname.lastname@example.org