Global Licensing Survey
Licensing International’s annual overview of the industry, conducted by Brandar Consulting, features revenue figures broken out by country, category and business segment, as well as historical mapping and trend insights, offering a big picture overview, and detail to drill down into the areas that impact the business. Here’s a taste…
Global sales revenue generated by licensed merchandise and services grew to $292.8 billion in 2019, a 4.5 percent increase over the $280.3 billion generated in 2018. The 4.5 percent growth is the largest percentage increase for the industry during the six years that this study has been conducted. Higher royalty rates led to industry royalty revenues increasing at an even faster pace (4.9 percent) than did sales revenues (4.5 percent), to $15.8 Billion.
The Entertainment/Character sector remains the largest at $128.4B – a 43.8 percent share. The second largest sector was Corporate Brands at $60.2B; its share of the total business (20.5 percent) dropped half a percentage point. Fashion was the third largest licensed property type at $33.8B with an 11.5 percent share, with sales having risen 4.8 percent over the previous year. The Sports category grew 3.9 percent to $28.9B.
Apparel (15.1 percent), Toys (12.2 percent) and Fashion Accessories (11.9 percent) continued to stand as the largest categories of merchandise and services in 2019, with both Accessories (+8.0 percent) and Apparel (+5.1 percent) showing strong above-market growth. Sales of licensed Toys & Games showed 1.2 percent growth.
The U.S. and Canada continue to maintain a 58 percent share of worldwide consumption of licensed goods and services with $169.9 billion (up 4.5 percent from the prior year).
The complete 2020 report, including regional and country-by-country breakdowns for major markets, is now available!