Source: WarnerMedia/the Toy Book

Pam Lifford, president at WarnerMedia, talks about licensing opportunities with HBO Max, choosing licensees, and impactful trends for 2022 in the Toy Book’s annual State of the Industry Q&A.

The Toy Book: In what ways has HBO Max opened up licensing opportunities for properties that aren’t necessarily new, but have become relevant again? 

Pam Lifford: We are incredibly excited and proud to have a platform like HBO Max. It greatly expands opportunities for our fans to linger longer over the vast and iconic content available on the platform. We’ve never had all that in one place at one time — and now we do. Warner Bros.’ iconic roster of properties, combined with the added exposure HBO Max is able to offer, has and will continue to open up new licensing opportunities in which we’re able to reach our fans where they are, in relevant and engaging ways across generations. 

TB: Warner Bros. brands reach fans of all ages. How does this success tie into your growth strategy in the toy category? Do you choose licensees based on their expertise in a target demographic, ones that reflect a broad audience, or is it a mix? 

PL: We look at this holistically. Our goal is to work with best-in-class licensees who are innovators in their category. We look at global scale and reach, but also regional and local expertise. It’s why it’s so important to listen to our fans, track trends and insights, review data, and truly understand our IP, so that we can collaborate with licensees that are the best fit. With such a vast array of properties that span across Warner Bros., the reach is far and wide, especially in our toy category. And if you walk down today’s store aisles or browse online, it proves you don’t need to be a kid to enjoy toys or games, so having products with cross-generational appeal is key — especially as we continue in this pandemic, when families are always finding more ways to play together. 

TB: What trends will have the biggest impact on the toy industry this year? 

PL: Interactivity and inclusivity will continue to be major trends that will carry over in 2022 and beyond. With the emerging developments in the digital space, we need to be experts in that field and learn to navigate that ever-changing landscape. Tech toys and products that can create user-generated content will be key drivers in the industry, and games are becoming the great disruptor — but also providing new opportunity. Gaming is attracting fans at younger and younger ages and at scales we haven’t seen before. So much of our world is digital and there is an interesting opportunity where the physical can meet digital. So, it’s important to find new and unique ways to keep them engaged by enhancing their experience wherever they are. 

Another important trend to highlight is toys that promote inclusivity (different races, genders, sizes, physical appearances, etc.). We’re continuing to see now, more than ever, that kids and families are wanting to see a more accurate representation of the real world and it’s important that our products not only reflect the world we live in, but also allow our fans to create deeper, lasting, and more relatable connections.


This article was originally published in the February 2022 edition of the Toy BookClick here to read the full issue!

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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