Global Survey Shows Growing Appetite for Licensed Merchandise

LIMA launches its 2016 Annual Survey of Global Licensed Product Sales

A just-completed survey released by the Licensing Industry Merchandisers’ Association (LIMA) shows that global retail sales of licensed products grew to US$251.7 billion in 2015, a gain of 4.2 percent over the previous year.

Commissioned by the U.S.-based LIMA and conducted by Brandar Consulting, LLC, the 2016 Annual Global Licensing Industry Survey also revealed that the U.S. and Canada remain the largest global market for licensed merchandise.

The two countries’ appetite for branded products racked up retail sales of US$145.5 billion last year — a 3.9 percent increase accounting for a 57.7 percent share of the market.

Retail sales of licensed goods outside the U.S. and Canada totalled US$106.35 billion, up 4.8 percent from 2014. The next largest global region was Western Europe, with especially strong results in the U.K., Germany, Belgium and the Netherlands tallying revenue of US$51.8 billion. This was followed by Northern Asia, including China, Japan and South Korea, with retail sales of US$22.1 billion.

Not surprising to those in the toy industry, the report also showed that Entertainment/Character licensing remains the largest, most lucrative category, accounting for US$113.2 billion, or 45 percent of the total global licensing market.

After Entertainment/Character, the next biggest property type was Corporate Trademarks. It generated US$52.8 billion in retail receipts for 21 percent of total revenues. Fashion was the next largest survey category, with $29.8 billion (11.8 percent of the total), followed by Sports at $24.9 billion (9.9 percent).

Among product categories, Apparel led the way with $37.9 billion, 15.1 percent of total global licensed retail sales. Toys came in second with worldwide retail receipts of US$33.7 billion (13.4 percent of the total), and Fashion Accessories followed at $28.5 billion (11.3 percent).

For more information about acquiring the full report, contact Licensing Industry Merchandisers’ Association.

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