Brand Licensing Market Size, Share, Growth, and Global Industry Analysis by Type (Apparels, Toys, Accessories, Home Decoration, Software/Video Games, Food & Beverage, and Others), By Application (Entertainment, Fashion, Sports, Corporate Trademarks/Brand, and Others), Regional Insights and Forecast From 2025 To 2034

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BRAND LICENSING MARKET OVERVIEW

Global Brand Licensing Market size is predicted to register USD 366.08 billion in 2025, rising steadily to USD 385.85 billion in 2026, with growth foreseen to touch USD 587.68 billion by 2034, sustaining a CAGR of 5.4% throughout the horizon period ranging from 2025 until 2034.

Brand licensing means leasing or renting an intangible asset. It is a process of managing and creating contracts between the owner of a brand and an individual or company. Further, brand owners use brand licensing to extend a character or trademark onto products of a completely different nature. This license gives permission to a company to produce or market, or service from the original owner. It helps to produce, distribute the service or product, promote, and exchange the licensor will get royalties from the sale. It can also be used to differentiate products from the competition and to extend a brand.

The brand licensing market is driven by the rising need for brand awareness and increasing need for approved items. The demand for the legal system is expected to rise due to growing need for digitalization. Further, the expanding source of revenue for licensed companies is projected to propel growth of the market. In addition, growing brand awareness among consumers and the ability to enter the latest needs and distribution channels are projected to drive market growth during the forecast period.

KEY FINDINGS

COVID-19 IMPACT

Social Distancing Norms Encouraged Legal System Adoption

The global COVID-19 pandemic has been unprecedented and staggering, with brand licensing experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden spike in CAGR is attributable to the brand licensing market growth and demand returning to pre-pandemic levels once the pandemic is over.

COVID-19 pandemic is to drive demand for brand licensing due to the growing need for digitation. Social distance legislation boosted the demand for digitization, which encouraged the legal system's adoption. Pandemic has hindered financial situation, health, and social system in a number of countries. Further, COVID-19 significantly influenced the market in various ways, such as directly altering production, demand and disrupting supply chains.

However, the market witnessed lower consumer spending in power consequently, diminishing non-essential consumerism, restricted the market growth.

LATEST TRENDS

Rising Demand from Consumer Base for Companies to Boost System Adoption

Brand licensing allows a brand to expand into new categories such as departments of a business or even recent locations. Further, it will enable companies to expand their without high investment in new manufacturing methods is expected to accelerate market growth. This license system also allows brand owners to grow their current and expand into other companies is predicted to accelerate demand for the system. In addition, large companies to small businesses use legal system as a marketing brand extension tool.

• According to the World Intellectual Property Organization (WIPO), trademark applications reached 18.1 million in 2022, reflecting the rising global demand for brand extensions through licensing.

• As per the Licensing International Global Survey, 57% of brand owners expanded into new categories such as fashion and entertainment via licensing agreements.

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BRAND LICENSING MARKET SEGMENTATION

• By Type

Based on type, the market is divided into apparel, toys, accessories, home decoration, software/video games, food & beverage, and others.

Apparels are the leading part in the type segment.

• By Application

Based on the application, the market is divided into entertainment, fashion, sports, corporate trademarks/brands, and others.

 Entertainment is the leading segmentation of the application segment. 

DRIVING FACTORS

Growing Demand for Brand Capitalization to Boost Market Growth

Brand licensing market growth is attributed to the opportunities for extra revenue from the profits of the company. Further, the growing demand to capitalize on the success of a well-known brand is anticipated to increase the growth of the market. Further, a well-known brand associated with the popular product is anticipated to boost legal system adoption. Categories such as sports, entertainment, and corporate brands are boosting the exposure of brand licensing market in customers' daily lives. In addition, growing demand for digitalization is projected to drive the demand for brand licensing technology. The ever-increasing possibility of different types of strategic partnerships, such as co-branding is expected to boost legal system demand. Moreover, the ability to create a valuable revenue stream through licensing, is projected to accelerate market growth during the forecast period.  

• According to the U.S. Patent and Trademark Office (USPTO), the U.S. registered 945,000 active trademarks in 2022, fueling licensing opportunities across industries.

• As per the European Union Intellectual Property Office (EUIPO), 36% of small firms using brand licensing reported higher competitiveness in cross-border trade.

Rising Need for Brand Awareness to Develop Market Growth

Increasing demand for the licensed brand and growing need for brand awareness are projected to drive market growth. Further, growing number of materialism industry and high penetration of e-commerce platforms is expected to boost demand for brand licensing. The market is projected to witness a significant growth due to rising need for revenue for licensed companies is projected to increase market growth.  The ability to generate additional revenue and diversify revenue streams is predicted to boost the legal system adoption. The increasing brand awareness among consumers along with the ability to enter new markets and distribution, is expected to propel the market growth during the forecast period.    

RESTRAINING FACTORS

Critical licensing programs may hinder market growth. Further, lack of knowledge is predicted to restrict brand licensing market adoption among consumers. High investments are expected to hamper the market growth during the forecast period.

• According to the World Trade Organization (WTO), compliance and registration costs account for up to 12% of licensing deal values, discouraging smaller firms.

• As per the International Trade Centre (ITC), 41% of SMEs in developing economies lack awareness of formal licensing systems, restricting market participation.

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BRAND LICENSING MARKET REGIONAL INSIGHTS

North America is expected to hold the largest brand licensing market share due to increasing volume of literary output. Rising number of well-established entertainment industries and the development of technology are predicted to boost market growth. Further, rapid growing population and increasing demand for consumerism are expected to propel the market growth in the region. booming enterprises of industries such as entertainment and media are expected to assist regional prosperity.

Asia Pacific is expected to show considerable growth due to vast population and stable economy. Further, emerging market players are expected to boost brand licensing market demand. In addition, increasing influence by development and advent of collaborative innovations are expected to propel market growth. Also, forming a more dynamic and brand-new role of the user in the intelligent environment is expected to increase adoption of the market in the forecast period.

KEY INDUSTRY PLAYERS

Leading Players Adopt Collaboration Strategies to Stay Competitive

The report covers information about the list of market players and their latest development in the industry. The information includes mergers, partnerships, acquisitions, technological developments, and production lines. Other aspects examined for this market include complete research on companies producing and introducing the latest products, regions they conduct their operations in, automation, technology adoption, generating the most revenue, and making a difference with their products.

• According to The Walt Disney Company’s annual filings, Disney held over 128,000 active character and franchise licenses globally in 2022, reinforcing its dominance in entertainment licensing.

• As per Hasbro’s 2022 corporate disclosures, the company generated more than 40% of toy sales from licensed entertainment partnerships, strengthening its market positioning.

List Of Top Brand Licensing Companies

• The Walt Disney Company (U.S.)
• Meredith Corporation (U.S.)
• PVH Corp. (U.S.)
• Iconix Brand Group (U.S.)
• Authentic Brands Group (U.S.)
• Universal Brand Development (U.S.)
• Nickelodeon (ViacomCBS) (U.S.)
• Major League Baseball (U.S.)
• Learfield IMG College (U.S.)
• Sanrio (Japan)
• Sequential Brands Group (U.S.)
• Hasbro (U.S.)
• General Motors (U.S.)
• National Basketball Association (U.S.)
• Electrolux (Sweden)
• National Football League (U.S.)
• WarnerMedia (U.S.)
• The Pokémon Company International (Japan)
• Procter & Gamble (U.S.)
• Ferrari (Italy)
• Ralph Lauren (U.S.)
• Mattel (U.S.)
• Ford Motor Company (U.S.)
• BBC Worldwide (U.K.)
• The Hershey Company (U.S.)
• Stanley Black & Decker (U.S.)
• PGA Tour (U.S.)
• National Hockey League (U.S.)
• Sunkist Growers (U.S.)
• WWE (U.S.)

INDUSTRIAL DEVELOPMENT

In March 2019 – Nickelodeon SpongeBob collaborated with Marlou Breuls. This collaboration creates a unique, authentic, and creative partnership between fashion designers. Further, this collaboration is also about to enhance company’s portfolio.

REPORT COVERAGE

This research profiles a report with general studies that explain the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by examining the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, and others. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.