"Licensing has the power of massively selling many products" | Key4Communications |

Educa Borras has come to manage the Scalextric brand in Spain, in the 50th anniversary of the brand. In an interview with the toy trade magazine Juguetes B2B, Florenci Verbón, General Director of Educa Borras, values ​​the importance of licensing in the toy sector and claims that  "the use of licenses can provide the advantage of appealing to consumers." The full interview is available at Juguetes B2B magazine no. 203, to be published on September 2012.

What do you think about the role of licensing in the toy industry?
Licensing has an unquestionable importance, particularly in the Spanish market, where we are the world champions in terms of licensed toys sales. Licensing has the power of massively selling many products, some of which sell very little without the support of these brands. However, I am critical in the sense that I am not satisfied with the unnatural "acceleration" of some launchings, and the shortened life cycles of some licenses and properties, and, consequently, of the products that are associated to these names. I vindicate the use of licenses where they can provide the advantage of appealing to consumers, but combined with innovative products with intrinsic values that do not need to borrow the appeal of properties without interest, ephemeral and sometimes extremely superficial.