Licensed Merchandise Market Size, Share, Growth, And Industry Growth, By Type (Apparel, Toys, Accessories, Home Decoration, Software/Video Games, Food and Beverage, and Others), By Application (Entertainment, Corporate, Trademarks/Brand, Fashion, Sports, Others), Regional Insights and Forecast To 2032

Updated On: 08 April 2024

Licensed Merchandise Market REPORT OVERVIEW

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The global licensed merchandise market size was USD 29729.08 million in 2022 and is projected to touch USD 473234.01 million by 2032, at a CAGR of 5.83% during the forecast period.

Licensed merchandise is a contractual agreement that allows a party to use and sell the copyrighted material of another party for business or commercial purposes. The copyrighted materials or products can be used in the merchandise store, such as posters, clothing, or any other products allowed to be sold, and the merchandise will gain some compensation for the exchange. The compensation is generally sent as the percentage of a total sale. The merchandise can sell and use the copyrighted product till the agreed timeframe. The agreement also includes the validity time frame, products to be merchandised, and the products not to be merchandised. 

Merchandise outlets create a good relationship between the brand and the customer. Customers are able to purchase their favorite product with one finger click. It is a presentation and promotion of the products available for purchase. Licensed merchandise includes accessories such as ties, and hats, and they are constantly made by licensees, same as home products, eyewear, fragrance, and others. There are more products such as gaming properties, collegiate and professional, and food and beverages companies.

Covid-19 Impact: Massive Disruption in Economy Hindered Market Growth

The sudden onset of the COVID-19 pandemic sent a major shock across all industries. COVID-19 created a massive economic transformation, increased a talent shortage, and supply shortage due to frequent lockdowns has disrupted the licensed merchandise market growth. The sudden interruption in the production and shutting down of manufacturing units impacted the sale of electronics. The market is anticipated to bounce back as the normalization period starts. The post-pandemic consumerist culture will supposedly depend highly on smart electronics. 

LATEST TRENDS

"Awareness About Benefits Associated with the Service to Drive Trends"

The rising awareness about the convenience of licensed merchandise is anticipated to drive market trends. It enhances the image of the brand and boosts the brand value, which is likely to surge the market growth. It benefits both the brand and the merchandiser by increasing brand awareness and higher product sales due to a well-known brand image. It attracts potential customers and roots the brand image, which is forecasted to benefit the market.  

Licensed Merchandise Market Segmentation

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• By Type Analysis

By type, the market is segmented into apparel, toys, accessories, home decoration, software/video games, food and beverage, and others.

• By Application Analysis

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

DRIVING FACTORS

"Strong Customer Relationships to Gain More Customers"

Licensed merchandise increases product awareness and builds a brand image which is forecasted to boost the market growth. The presence of these merchandise in most areas gains the trust of customers, which is anticipated to surge market growth. The presence of outlets in most areas ensures a strong relationship between customers and the company. The licensed merchandise is an approach that adds smiles to the professionals faces across the industry. It is a practice that contributes in expanding product sales. The merchandise outlets use the system’s design approval to manage the data for safely sharing the fast-track and asset approval. 

"The Launch of New Products to Bolster Growth"

Licensed merchandise market share is expected to grow due to the rising popularity of the brands. Utilization of the products helped in the consistent growth of the market. Additionally, the launch of new products under merchandising is anticipated to drive market growth. Moreover, the launch of new products is coupled with brand positioning and helps in surging the brand image in the global market. It also increases brand awareness with the launch of its core products. The launch of new products also attracts new and potential customers, which is forecasted to surge the market growth.

RESTRAINING FACTORS

"High Cost of Licensing and Lack of Awareness to Hinder the Growth"

To gain a merchandising position, a retailer has to gain licensing, which costs high and is likely to hinder the growth of the market. The licensing cost is associated with the brand building, products, outlet, and other factors. Additionally, the population is not much aware of the licensing and merchandising process, which is forecasted to hamper the growth of the market. 

Licensed Merchandise Market REGIONAL INSIGHTS

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"North America to Dominate Due to The Rising Popularity of Brands "

North America is forecasted to dominate the global market due to youth participation and the rising popularity of the brands and merchandise outlets in the region. The convenient and easy access to the merchandise is also forecasted to surge the licensed merchandise market growth. The easy access is connected to the smartphones that empower customers coupled with an on-the-go tool that has no boundaries. 

KEY INDUSTRY PLAYERS

"Key Companies to Emphasize On Strategic Alliances to Grow"

The market is fragmented and consists of various competitors that include small, medium, and large-sized companies. The companies are engaged in developing strategic alliances to enhance their product portfolio and gain steady growth in the market. Key industry players are expected to focus on gaining collaborations, mergers, and acquisitions to expand in the global market. The players are launching new products to achieve consistent growth in the market. Additionally, the companies are emphasizing on gaining more customers by developing customized products. 

List of Market Players Profiled

• 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 (U.S.)
• Major League Baseball (U.S.)
• IMG College (Collegiate Licensing Company)
• Sanrio (Japan)
• Sequential Brands Group (U.S.)
• Westinghouse (U.S.)
• General Motors (U.S.)
• National Basketball Association (U.S.)
• Electrolux (Sweden)
• National Football League (U.S.)
• Warner Bros. Consumer Products (U.S.)
• The Pokémon Company International (Japan)
• Procter & Gamble (U.S.)
• Ferrari (Italy) (U.S.)
• 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.)

INDUSTRY DEVELOPMENT

• August 2021- Adidas AG made an agreement for selling its unsold Reebok business for 2.1 billion euros to Authentic Brands Group Inc. which adds another famous name to the buyer’s expanding line-up of consumer companies.

REPORT COVERAGE

The report emphasizes on study and analysis of the global market on the basis of its segment, regions, and key competitors. The report constitutes of significant factors responsible for the development of the market and surges the licensed merchandise market growth. The report focuses on the key players and their headquarters. Regional analysis is also presented in the report to explain the contribution of various regions in the growth of the market. It constitutes market trends and restraints to understand the market appropriately. This report is an overall insight into the licensed merchandise market.