Retail Pricing of Licensed vs. Nonlicensed Merchandise

This report gives manufacturers of licensed products and owners of intellectual property proof of how valuable licensing is. And it demonstrates for retailers how licensed goods give them the added margins they so desperately need in this recession economy.

Retail Pricing of Licensed Vs. Non-licensed Merchandise analyzes the price differentials for 338 pairs of comparable licensed and non-licensed items. The study includes merchandise offered at more than 30 retailers including Walmart, Target, Macy’s, Hallmark, Walgreens, and Toys “R” Us.

Among the key findings:

• Specialty and department stores command less of a premium for licensed merchandise than mass merchants or grocery and drug stores.
• Licensed health & beauty aids including celebrity fragrances, along with electronics and domestics, command premiums in excess of 50%.
• Toys/games is the only sector for which licensed merchandise sells below the price of non-licensed counterparts.