Licensed Merchandise Market By Product (Apparels, Toys, Accessories, Home Decoration, Software/video Games, Food And Beverage, Others), By Application (Entertainment, Corporate Trademarks/brand, Fashion, Sports, Others) and By Region (North America, Latin America, Asia Pacific, Europe, and Middle East & Africa), and COVID-19 Analysis – Global Forecast 2022 to 2032

Market Analysis and Insights:

The market for licensed merchandise was estimated to be worth USD 29.73 billion in 2021, and from 2022 to 2032, it is anticipated to grow at a CAGR of 5.84%, with an expected value of USD 473.23 billion in 2031.

The market for licensed merchandise is largely influenced by the increasing popularity of entertainment franchises spanning movies, TV shows, and video games. Consumers are actively purchasing licensed products showcasing their beloved characters and brands as a means of expressing their allegiance and endorsement. The emergence of digital streaming platforms and social media has notably widened the audience and exposure of these franchises, leading to heightened demand for licensed merchandise. Furthermore, there is a noticeable surge in consumers seeking out licensed products that evoke nostalgia from their past or feature classic iconic brands. Additionally, the licensing of sports teams and athletes plays a significant role in propelling the market forward, as passionate fans eagerly showcase their support through merchandise. Lastly, the global scope of licensing agreements has facilitated the market's expansion, enabling products to be distributed worldwide and resonate with a larger consumer demographic. Collectively, these driving forces contribute to the continuous growth and profitability of the licensed merchandise market.

Licensed Merchandise Market Scope :

Market Definition

Licensed merchandise pertains to goods that are officially approved by the holder of a particular intellectual property or brand, permitting the creation and distribution of items showcasing copyrighted symbols, figures, or other recognizable aspects. Such items are commonly marketed to customers as a way to endorse or profit from the renown of the original intellectual property.

Licensed merchandise is an essential element in the realm of branding and marketing, as it enables companies to broaden their brand recognition and connect with a larger demographic using iconic figures, symbols, and intellectual properties. Through licensing their brand, companies can capitalize on the existing popularity and dedicated fan base associated with the licensed character or franchise, resulting in enhanced visibility, customer devotion, and ultimately, increased sales. These licensed products serve as physical manifestations of the brand, nurturing a feeling of inclusion and emotional attachment among consumers. Furthermore, they provide licensors with an additional source of income through royalty earnings from licensing deals. In essence, licensed merchandise is pivotal in establishing brand visibility, engaging consumers, and driving revenue, positioning it as a fundamental component of effective marketing strategies.

Key Market Segmentation:

Insights On Key Product

Apparels: Apparels are expected to dominate the Global Licensed Merchandise market due to their wide range of offerings, including clothing, footwear, and accessories. The popularity of licensed apparels among consumers, especially among the younger generation, is driven by the growing influence of celebrities, sports, and entertainment properties.

Toys: Although apparels are expected to dominate, toys also hold a significant share in the Global Licensed Merchandise market. The demand for licensed toys is driven by children's fascination with characters from movies, TV shows, and video games. The market is further fueled by the trend of collectible toys and merchandise tie-ins with popular franchises.

Accessories: Accessories, including bags, jewelry, and personal care products, hold a notable position in the Global Licensed Merchandise market. Licensed accessories allow consumers to express their affinity towards a particular brand, character, or entertainment property. The demand for accessories is influenced by fashion trends and promotional campaigns associated with licensed properties.

Home Decoration: Home decoration products with licensed branding cater to a niche market . These products include bedding, wall decor, kitchenware, and furniture inspired by beloved characters or franchises. While this does not dominate, the popularity of licensed home decoration items is driven by fans' desire to incorporate their favorite themes into their living spaces.

Software/Video Games: Software and video games are significant contributors to the Global Licensed Merchandise market. With the rise of digital platforms and gaming consoles, licensed video games have gained immense popularity. This part's dominant position is reinforced by the success of blockbuster movies and TV shows that often have corresponding video game adaptations.

Food and Beverage: The food and beverage part holds a relatively smaller share in the Global Licensed Merchandise market. However, it remains influential, leveraging licensed branding to attract customers through packaging, promotions, and limited-edition items. Licensed food and beverage products often appeal to fans seeking unique experiences and collectible memorabilia associated with their favorite franchises.

Others: The others part encompasses a diverse range of licensed merchandise, including stationery, beauty products, collectibles, and novelty items. While this part does not dominate, it caters to niche markets and collectors searching for unique and exclusive licensed merchandise offerings. The scope of the "others" part provides room for innovation and customization in line with evolving consumer preferences and trends.

Insights On Key Application

Entertainment

The Entertainment part is projected to dominate the Global Licensed Merchandise market. This can be attributed to the increasing demand for licensed merchandise related to movies, TV shows, music, and video games. The popularity of these forms of entertainment has led to a significant fan base, which in turn fuels the demand for licensed merchandise. Moreover, the rise of streaming platforms and digital media has further enhanced the exposure and reach of entertainment properties, providing more opportunities for licensing partnerships and product collaborations. As a result, the Entertainment part is expected to hold the largest market share in the Global Licensed Merchandise market.

Corporate Trademarks/Brand

The Corporate Trademarks/Brand part focuses on licensed merchandise related to corporate logos, trademarks, and branding. This includes products featuring well-known corporate symbols and mascots. While this part will not dominate the Global Licensed Merchandise market, it still holds significance as companies often leverage their brand identity to create brand loyalty and generate additional revenue through licensed merchandise.

Fashion

The Fashion part pertains to licensed merchandise in the fashion industry, such as apparel, accessories, and footwear featuring logos, designs, or characters of popular brands, franchises, or sports teams. Although the Fashion part plays a crucial role in the Global Licensed Merchandise market, it is not expected to surpass the dominance of the Entertainment part. However, fashion licensing remains a lucrative business, capitalizing on the appeal of designer collaborations and brand affinity among consumers.

Sports

The Sports part involves licensed merchandise associated with sports teams, leagues, and athletes. This includes jerseys, hats, equipment, and other sports-related products featuring sports team logos or player endorsements. While the Sports part has a dedicated fan base and generates significant revenue, it is not projected to dominate the Global Licensed Merchandise market. Nonetheless, sports licensing remains a valuable due to the passion and loyalty of sports enthusiasts across the globe.

Others

The Others part encompasses various niche sectors within the licensed merchandise market that do not fall under the major categories of Entertainment, Corporate Trademarks/Brand, Fashion, or Sports. This can include licensed merchandise related to art, food and beverages, non-profit organizations, and more. While the "Others" part may have its own unique market opportunities, it is not expected to surpass the dominance of the Entertainment part in terms of market share. However, it remains an interesting area for specific licensing partnerships and targeted consumer s.

Insights on Regional Analysis:

North America:

North America is expected to dominate the global licensed merchandise market. This region has a strong consumer base with high disposable incomes, and a preference for branded and licensed products. North America houses major entertainment and media companies, influencing the demand for licensed merchandise. Moreover, licensed merchandise has a significant presence in theme parks, sports events, and movie theaters. The region also benefits from advanced retail infrastructure and e-commerce channels, providing easy access to licensed products. Therefore, North America is forecasted to dominate the global licensed merchandise market due to its affluent population and extensive market reach.

Europe:

Europe holds a significant share in the global licensed merchandise market. The region is marked by the presence of renowned entertainment franchises, iconic characters, and famous sports clubs. Moreover, Europe witnesses a high demand for licensed merchandise across various sectors, including apparel, toys, and accessories. The region also has a robust tourism industry, attracting visitors who seek licensed products as souvenirs. With the growing popularity of licensed merchandise among consumers and the thriving entertainment industry in Europe, this region is set to be a prominent player in the global market.

Asia Pacific:

Asia Pacific is a rapidly growing market for licensed merchandise. The region has a large population, including a thriving youth demographic, making it an attractive market for licensed products. Asia Pacific hosts popular entertainment franchises, anime characters, and sporting events, driving the demand for licensed merchandise. The region also experiences significant e-commerce growth, positively influencing the availability and accessibility of licensed products. With increasing urbanization, rising disposable incomes, and a growing affinity for licensed merchandise among consumers, Asia Pacific is expected to contribute significantly to the global licensed merchandise market.

Latin America:

Latin America is an emerging market for licensed merchandise. The region showcases a strong passion for entertainment, including Latin American TV shows, music, and sports events, creating opportunities for licensed merchandise. Licensing agreements with global entertainment companies and collaborations with local brands further boost the market for licensed products. However, challenges such as economic volatility and piracy pose hurdles to the market's growth. Nevertheless, Latin America's rich cultural heritage, vibrant entertainment industry, and consumer enthusiasm make it an evolving within the global licensed merchandise market.

Middle East & Africa:

The Middle East & Africa region is gradually witnessing growth in the licensed merchandise market. The region's growing population, urbanization, and increasing disposable incomes contribute to the demand for licensed products. The presence of renowned global franchises, such as Disney and Marvel, in the region drives the licensed merchandise market further. Additionally, the thriving tourism industry, with attractions like theme parks and movie theaters, offers opportunities for the sale of licensed products. Although the market growth faces challenges related to cultural sensitivities and limited licensing agreements, the Middle East & Africa region shows potential as a niche market for licensed merchandise.

Company Profiles:

The primary participants in the worldwide Licensed Merchandise industry consist of producers, sellers, and rights holders. Producers are responsible for creating and delivering licensed goods, sellers distribute these items to customers, and rights holders authorize the use of intellectual property for business objectives.

Prominent figures in the authorized merchandise sector comprise The Walt Disney Company, Warner Bros. Entertainment Inc., Universal Brand Development, Hasbro Inc., Mattel Inc., LEGO Group, Nintendo Co., Ltd., Marvel Entertainment LLC, DreamWorks Animation LLC, and Sanrio Co., Ltd.

COVID-19 Impact and Market Status:

The licensed merchandise industry worldwide has faced a notable downturn as a consequence of the Covid-19 pandemic, leading to diminished consumer interest and disturbances in supply networks.

The licensed merchandise industry has been significantly affected by the ongoing COVID-19 pandemic. Lockdown measures and social distancing protocols led to the temporary closure of retail stores, theme parks, and entertainment venues, directly impacting the sales of licensed products. Major sporting events, concerts, and movie releases were either canceled or postponed, further exacerbating the market's downturn. Despite a surge in online shopping due to the closure of physical stores, it was insufficient to offset the overall decline in consumer spending.

However, amidst these challenges, there were some positive developments within the market. As individuals spent more time at home, there arose an increased demand for licensed merchandise related to popular characters, movies, and video games, leading to a rise in online sales. Furthermore, companies operating in the licensed merchandise sector adapted to the circumstances by introducing new product lines, such as licensed character face masks, to cater to the changing needs brought about by the pandemic.

Looking to the future, the licensed merchandise market is anticipated to slowly recover as restrictions are lifted and consumer confidence rebounds. Nevertheless, the lingering effects of the pandemic are expected to persist, necessitating that industry players maintain a flexible and innovative approach to meet evolving consumer preferences and market dynamics.

Latest Trends and Innovation:

- In May 2020, The Walt Disney Company acquired full operational control of Hulu, an American streaming service.

- In July 2019, Hasbro, Inc. acquired Entertainment One, a multinational entertainment company, expanding its presence in film, television, and music.

- In February 2020, Warner Bros. Consumer Products partnered with Athleta, a subsidiary of Gap Inc., to launch a co-branded collection featuring iconic DC Comics superheroes.

- In September 2019, NBCUniversal entered into a licensing agreement with Bioworld Merchandising, a leading licensed apparel and accessories supplier, to create a line of merchandise inspired by NBC's hit comedy series "The Office."

- In August 2020, Funko Inc., a popular pop culture collectibles company, announced a partnership with Playmobil to develop licensed figure sets based on iconic characters and franchises.

- In June 2019, Viacom acquired the exclusive cable rights to "Seinfeld," a widely popular sitcom, expanding its content offerings and potential licensing opportunities.

- In October 2020, Mattel, Inc. announced a collaboration with Warner Music Group to launch a collection of Barbie dolls inspired by iconic female artists.

- In January 2019, The Pokémon Company International partnered with Funko to release a new line of licensed Pop! Vinyl figures featuring Pokémon characters.

- In November 2020, Adidas announced a long-term partnership with Pokémon to create a range of co-branded apparel and footwear, combining the popular sports brand with the beloved franchise.

- In March 2019, Nintendo partnered with Vans to release a collection of footwear and apparel inspired by its classic video games, such as Super Mario and Zelda.

Significant Growth Factors:

Factors contributing to the expansion of the Licensed Merchandise Market include the growing need for branded goods and the surge in the appeal of licensed content across diverse entertainment sectors.

The market for licensed merchandise has experienced substantial growth, driven by various significant factors. Primarily, the burgeoning popularity and impact of movies, television shows, and sporting events have been pivotal in fueling the demand for licensed goods. Consumers seek to establish connections with their favorite characters, teams, or brands, creating a desire for merchandise that mirrors their affiliations. Moreover, the emergence of digital commerce and its inherent convenience have simplified the accessibility and acquisition of licensed products for consumers. Online platforms have extended their reach globally, enabling fans worldwide to connect and purchase merchandise relating to their preferred franchises. Additionally, the escalating fan culture and the yearning for individual expression have prompted consumers to actively pursue distinctive and exclusive licensed products. Limited-edition and collector's items have gained traction among fans, fostering the market's expansion. Furthermore, the licensing sector has transcended traditional entertainment domains, with brands from diverse industries such as fashion, beauty, and even food and beverages engaging in licensing partnerships. This diversification has created fresh avenues for growth, appealing to a broader consumer base and enriching the licensed merchandise market. Lastly, the uptick in disposable income and evolving consumer tastes have also influenced the market's upward trajectory, as consumers exhibit a greater willingness to invest in licensed products aligned with their passions and aspirations. In essence, the expansion of the licensed merchandise market can be credited to factors such as media influence, the surge of online retail, fan culture, industry diversification, and evolving consumer preferences.

Restraining Factors:

The market growth is hindered by the restricted target audience and the potential oversaturation of licensed merchandise across different industries.

The licensed merchandise sector encounters various obstacles that impede its development and profitability. Primarily, the substantial expenses linked with obtaining licenses can act as a barrier for small and medium enterprises (SMEs) looking to penetrate the market, thereby restricting competition and creativity. Furthermore, the scarcity of popular licenses due to exclusive partnerships and agreements can limit the assortment of merchandise available, disappointing customers who desire a wider selection. Counterfeit goods also pose a threat, undermining consumer confidence in licensed products, resulting in revenue declines and harm to brand reputation.

Challenges arise from evolving consumer preferences and trends, potentially diminishing the appeal of licenses over time, necessitating ongoing market research and adaptation. The COVID-19 pandemic has further impacted the licensed merchandise sector, causing disruptions in supply chains and retail operations, leading to reduced consumer expenditures. Nonetheless, despite these hurdles, the licensed merchandise industry continues to exhibit resilience and growth potential. As the licensing landscape evolves, there are prospects for innovation and diversification, such as collaborative efforts between different licenses to develop distinctive goods. Additionally, utilizing digital platforms and e-commerce avenues can broaden the reach of licensed merchandise to a global audience. By emphasizing quality, authenticity, and offering a varied array of licensed products, companies can surmount the obstacles and tap into the lucrative licensed merchandise market.

Key Segments of the Licensed Merchandise Market 

Product Overview 

• Apparels
• Toys
• Accessories
• Home Decoration
• Software/Video Games
• Food and Beverage
• Others 

Application Overview 

• Entertainment
• Corporate Trademarks/Brand
• Fashion
• Sports
• Others 

Regional Overview 

North America

• US
• Canada
• Mexico

Europe

• Germany
• France
• UK
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Rest of Asia Pacific

Middle East and Africa

• Saudi Arabia
• UAE
• Rest of Middle East and Africa

Latin America

• Brazil
• Argentina
• Rest of Latin America