The Licensing Blog

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Toy Licenses: Different Perspectives

By Lutz Muller

The licensed toy segment is large and continues to grow. According to The NPD Group, the overall toy market in the U.S. declined by 1.8 percent last year, while licensed toy sales grew by 1.8 percent and now represent about 31 percent of the U.S. toy market in value.



There are two parties to any licensing deal: the licensor that owns the property to be licensed, and the licensee that will take it to the marketplace. Not surprisingly, the perceived value of a license differs sharply depending on which of the two parties you ask, but the perspective can be boiled down to a very simple statement: The licensor sees the upside of a product or a brand through rose-tinted glasses, while the licensee sees the downside given by competition and retailer limitations.

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Women In Toys Extends Application Deadline for Walmart Pitch Event

The application deadline for Women in Toys (WIT) and Walmart’s Women’s Global Economic Empowerment Initiative, has been extended to January 30. About 40 women-owned businesses have already signed up to participate in the Walmart Pitch event on February 11 during New York Toy Fair, which allows WIT members to pitch their products to Walmart.

A discussion panel covering the “Top 5 Tips for Selling to Walmart, by Two Women Who Have Done It,” will be held February 11 from 12:30 p.m. to 1 p.m. Presenters include Carol Fenster of Baby Abuelita, and Amy Pennington, the president and founder of Paradise Kids. The discussion will be moderated by Patti Becker of Becker Associates LLC, and Reisa Schwartzman of Griddly Games.

Those interested in being part of the Walmart Pitch should complete an application form from the WIT website ( and submit it to Patti Becker at with “Walmart Pitch” in the subject line.

Candidates will be notified if they are selected.
Those applying must also select three meeting times between 1 p.m. and 5 p.m. on February 11. A legal agreement and product submission template must also be submitted. For a complete list of details and forms, visit <> .

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