Global Licensed Merchandise Market Growth (Status and Outlook) 2024-2030
The global Licensed Merchandise market size was valued at US$ 269,930 million in 2023. With growing demand in the downstream market, licensed merchandise is forecasted to continue
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Introduction
Licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period, within an agreed territory. Licensing is used by brand owners to extend a trademark or character onto products of a completely different nature. In a Licensed Merchandise transaction, an artist, designer, trademark owner or celebrity (the "licensor") grants a license to a manufacturer or retailer (the "licensee") to manufacture and sell articles of merchandise which use the property that is the subject of the license, in exchange for a royalty from sales of those articles of merchandise. Typical licensed properties include artwork, characters, trademarks, celebrity names and likenesses, and book and movie titles. Licensed merchandise may include clothing, greeting cards, toys, games, housewares, jewellery, dinnerware, cosmetics, and collectibles.
Market Insights
According to the Publishers’ latest study, the global Licensed Merchandise market size was valued at US$ 269930 million in 2023. With growing demand in downstream market, the Licensed Merchandise is forecast to a readjusted size of US$ 367140 million by 2030 with a CAGR of 4.5% during review period.
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Global key players of licensed merchandise include The Walt Disney Company, Meredith Corporation, PVH Corp., Authentic Brands Group, WarnerMedia, etc. The top five players hold a share about 46%. Service providers are mainly located in Europe, North America and Japan, they occupied for a share over 72%. North America is the largest market, has a share about 58%, followed by Europe and Asia-Pacific, with share 22% and 14%, separately.
Key Features:
The report on Licensed Merchandise market reflects various aspects and provide valuable insights into the industry.
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Trends:
The global licensed merchandise market is witnessing a shift towards the development of more diversified and innovative product offerings, moving beyond traditional t-shirts and collectibles to include a wider range of consumer goods and experiential offerings.
There is a growing emphasis on the use of digital platforms and social media to engage with consumers, enhance brand visibility, and facilitate the distribution and sale of licensed products.
The market is seeing an increased focus on the development of sustainable and eco-friendly licensed products, driven by consumer demand for environmentally conscious choices.
The industry is experiencing a rise in the demand for licensed merchandise that caters to niche and targeted consumer segments, such as specific fan communities, demographic groups, and specialized interests.
The market is witnessing a trend towards the integration of licensed products into broader brand experiences, such as themed entertainment, interactive events, and immersive brand activations.
There is an increasing emphasis on the use of data analytics and market research to better understand consumer preferences and behavior, enabling licensors and licensees to develop more targeted and successful licensed product offerings.
Drivers:
The growing global popularity of various media franchises, including movies, TV shows, video games, and popular culture icons, is a significant driver for the licensed merchandise market.
The rising disposable incomes and changing consumer spending patterns, particularly in emerging economies, are fueling the demand for licensed products across diverse consumer segments.
The increasing preference for personalized and unique consumer goods, as well as the desire for products that reflect individual interests and identities, are contributing to the growth of the licensed merchandise market.
The expansion of digital platforms and e-commerce channels is providing licensors and licensees with greater reach and accessibility to consumers, enabling them to efficiently distribute and sell licensed products.
The growing emphasis on brand loyalty and the desire for consumers to express their affiliation with their favorite brands, characters, and franchises through merchandise is driving the market's expansion.
The increasing integration of licensed products into broader brand experiences, such as theme parks, concerts, and live events, is creating new revenue streams and consumer touchpoints for the licensed merchandise industry.
Opportunities:
The development of more diversified and innovative licensed product offerings, including a wider range of consumer goods and experiential offerings, can enable licensors and licensees to capture new market segments and diversify their revenue streams.
The integration of digital platforms and social media into the licensed merchandise ecosystem can provide opportunities for enhanced consumer engagement, targeted marketing, and efficient distribution and sales.
The growing demand for sustainable and eco-friendly licensed products can open up new market opportunities for licensors and licensees who can meet this consumer demand and differentiate their offerings.
The emergence of niche and targeted consumer segments, such as specific fan communities and specialized interests, can create opportunities for the development of specialized licensed product lines that cater to these underserved markets.
The integration of licensed products into broader brand experiences, such as themed entertainment, interactive events, and immersive brand activations, can provide licensors and licensees with new avenues for product distribution and consumer engagement.
The use of data analytics and market research to better understand consumer preferences and behaviour can enable licensors and licensees to develop more targeted and successful licensed product offerings, enhancing their competitive advantage.
Threats:
The high level of competition in the licensed merchandise market, driven by the presence of both established players and new entrants, can lead to pricing pressures and erode profit margins.
The rapid pace of technological change and the need for continuous innovation in digital platforms and consumer engagement strategies can create challenges for licensors and licensees to keep up with the evolving market demands.
The potential for oversaturation of the market with licensed products, leading to consumer fatigue and decreased brand loyalty, can pose a threat to the industry's sustainability.
The increasing emphasis on sustainability and environmental consciousness among consumers can create challenges for licensors and licensees who do not adapt their product offerings and manufacturing practices to meet these evolving demands.
The potential for changes in consumer preferences and the shifting popularity of media franchises and cultural icons can disrupt the demand for certain licensed products, creating uncertainty and risk for the industry.
The global supply chain disruptions and the availability of counterfeit or unauthorized licensed products can undermine the authenticity and value of legitimate licensed merchandise, affecting the overall market.
Market Size and Growth: The research report provides an overview of the current size and growth of the Licensed Merchandise market. It may include historical data, market segmentation by Type (e.g., Apparels, Toys), and regional breakdowns.
Competitive Landscape: The research report provides analysis of the competitive landscape within the Licensed Merchandise market. It includes profiles of key players, their market share, strategies, and product offerings. The report can also highlight emerging players and their potential impact on the market.
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Downstream Procumbent Preference: The report can shed light on customer procumbent behaviour and adoption trends in the Licensed Merchandise market. It includes factors influencing customer ' purchasing decisions, preferences for Licensed Merchandise product.
Government Policies and Incentives: The research report analyse the impact of government policies and incentives on the Licensed Merchandise market. This may include an assessment of regulatory frameworks, subsidies, tax incentives, and other measures aimed at promoting Licensed Merchandise market. The report also evaluates the effectiveness of these policies in driving market growth.
Market Forecasts and Future Outlook: The global licensed merchandise market is poised for continued growth, driven by the increasing popularity of media franchises, changing consumer preferences, and the expanding opportunities for digital engagement and diversified product offerings.
Market Segmentation:
Licensed Merchandise market is split by Type and by Application. For the period 2019-2030, the growth among segments provides accurate calculations and forecasts for consumption value by Type, and by Application in terms of value.
Segmentation by type
Apparels
Toys
Accessories
Home Decoration
Software/Video Games
Food and Beverage
Others
Segmentation by application
Entertainment
Corporate Trademarks/Brand
Fashion
Sports
Others
This report also splits the market by region:
Americas
United States
Canada
Mexico
Brazil
APAC
China
Japan
Korea
Southeast Asia
India
Australia
Europe
Germany
France
UK
Italy
Russia
Middle East & Africa
Egypt
South Africa
Israel
Turkey
GCC Countries
The below companies that are profiled have been selected based on inputs gathered from primary experts and analyzing the company's coverage, product portfolio, its market penetration.
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