The emoji company’s Marco Hüsges talks growth opportunities in sustainability, digital engagement and unique product offerings.

Licensors and agents based outside the UK share their takeaways from 2024 and their goals for 2025, the challenges affecting the licensing industry and the opportunities waiting to be seized, plus the one word they’d use to sum up business in the year just gone and the one we’re in now.

Today: Germany: Marco Hüsges, ceo/founder, The emoji company. 

“2024 was a good year for the emoji company. Together with our partner we invested heavily in the LBE space and will see the fruits of that in 2025.

This year will see the launch of exciting brand collaborations, in particular in the toy and entertainment space, but also within standard licensing categories.

Balancing rising costs and keeping abreast of constantly evolving trends and shifting consumer expectations remain key challenges for our business. In the retail space, adapting to inflation, supply chain changes, and optimising retail space all continue to have an effect.

Growth opportunities exist in sustainability, digital engagement and unique product offerings. Our focus is on China and the Middle East, in various categories, including amusement attractions and entertainment.

My word for 2024? Ambitious. And for 2025, it’s harvesting.”