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Global Licensed Merchandise Market-Focus on Licensed Toys: Trends and Opportunities (2016-2020)

Global Licensed Merchandise Market-Focus on Licensed Toys: Trends and Opportunities (2016-2020)

Scope of the Report

The report titled “Global Licensed Merchandise Market-Focus on Licensed Toys: Trends and Opportunities (2016-2020)” analyzes the potential opportunities and significant trends in the global licensed merchandise retail market, with special focus on licensed toys. The report provides detailed analysis of the market size and segmentation of the industry with regional focus on major North American markets such as the United States and Canada and Asia Pacific region. The US is the birthplace of many international licenses and is the biggest licensed toys market globally. Europe is the second largest licensed toy region in the world. Asia Pacific is catching up by being home to seven out of the top 10 most heavily licensed traditional toys and markets globally.

The report also assesses the market share of the industry based on popular licensing categories like Character/Entertainment, Corporate Brand, Fashion, etc. Business profiles and analysis of the business strategies of the leading companies operating in the segment such as Disney Consumer Products, Inc., Warner Brothers Consumer Products, Inc. and Viacom Inc. are also included in the report.

Geographical Coverage

The US
Canada
Asia Pacific

Company Coverage

Disney Consumer Products, Inc.
Warner Brothers Consumer Products, Inc.
Viacom Inc.

Executive Summary

Licensing refers to the business arrangement allowing one company to permit another company to manufacture its products for a specified payment. There are practically no limits on merchandise that can be licensed. It can range from bed sheets to running shoes; clocks to rings; shower curtains to stuffed animals, etc. Character licensing accounted for major share of global licensed merchandise industry in recent years. Licensed character toys especially Hollywood Action Figures has been most dominant category driving sales. Licensing plays a vital role in driving sales and new product launches within toys industry overall.

Some of the factors driving sales of licensed toys and licensed merchandise market overall are high demand from emerging markets, rise in spending on toys by kids and release of blockbusters especially Hollywood movies. Major market constraints are toy safety, counterfeiting of toys and unfavorable structural trends in the market globally. Key trends prevailing in the market includes Sales of licensed toys dominated by Action figures, Advent of Drones and Self-driving cars and launch of Interactive Barbie Doll by Mattel.


1. Executive Summary
2. Licensed Merchandise Industry: Overview
2.1 Licensing Basics
Table 1: The Licensing Processes Diagrammatic Representation
2.1.1 Types of Licenses
2.1.2 License by Property Type
2.1.3 Advantages of Licensing
2.2 Licensed Merchandise
3. Global Licensed Merchandise Market
3.1 Market Sizing Actual & Forecasted
Table 2: Global Retail Sales of Licensed Merchandise Market Size by Value, 2009-15E (US$ Billions)
Table 3: Global Retail Sales of Licensed Merchandise Market Size by Value Forecasted, 2016E-20E (US$ Billions)
3.2 Market Share
3.2.1 Market Share by Category
Table 4: Global Retail Sales of Licensed Merchandise by Property Type (2014)
Table A: Average Royalty Rate and Range of Royalties, by Property Type (2013-14)
Table 2: Average Royalty Rate and Range of Royalties, by Product Category (2013-14)
3.2.2 Market Share by Region
Table 5: Global Retail Sales of Licensed Merchandise by Region(2014)
3.2.3 Market Share by Length of Licensing Agreement
Table 6: Global Retail Sales of Licensed Merchandise by Average Length of Licensing Agreement (2014)
4. GlobalLicensed Toys Market
4.1 Market Sizing Actual & Forecasted
Table 7: Global Licensed Toys Market Size by Value, 2013-15E (US$ Billions)
Table 8: Global Licensed Toys Market Size by Value Forecasted, 2016E-20E (US$ Billions)
4.2 Market Share
4.2.1 Share by Competitors
Table 9: Global Licensed Toys Licensing Revenues by Licensor’s (2014)
Table C: Global Top Five Toy Licenses, LTM Ending April 2015
5. Global Licensed Merchandise Market-Focus on Licensed Toys: Regional Analysis
Table 10: Global Licensed Toys Growth, LTM Ending April 2015
5.1 The United States/Canada
5.1.1.Licensed Merchandise Market Sizing Actual & Forecasted
Table 11: U.S./Canada Licensed Products Royalties and Retail Sales, 2011-14 (US$ Billions)
Table 12: U.S./Canada Licensed Products Retail Sales Forecasted, 2015E-20E (US$ Billions)
5.1.2. Licensed Toys Market Sizing Actual & Forecasted
Table 13: The US Licensed Toys Market Size by Value, 2013-15E (US$ Billions)
Table 14: The US Licensed Toys Market Size by Value Forecasted, 2016E-20E (US$ Billions)
5.1.3 Retail Merchandise Market Share by Distribution Channel
Table 15: U.S./Canada Retail Sales Market Share of Licensed Merchandise by Distribution Channel (2014)
5.2 Asia Pacific
5.2.1Licensed Toys Market Sizing Actual & Forecasted
Table 16: Asia Pacific Licensed Toys Market Size by Value, 2014-20E (US$ Billions)
5.2.2Market Share by Region
Table 17: Asia Pacific Licensed Toys Market Share by Region (2014)
6. Global Licensed Merchandise Market-Focus on Licensed Toys Market Trends
6.1Licensed Toys Sales Dominated by Action Tables
Table D: Sales of Action Tables in Major Western Markets (2014)
6.2 Advent of Drones & Self-Driving Cars
6.3 Interactive Barbie Doll by Mattel
7. Global Licensed Merchandise Market-Focus on Licensed Toys: Growth Drivers & Challenges
7.1 Growth Drivers
7.1.1 High Demand in Emerging Markets
Table 18: Population by Country, 2015(Population in millions)
Table 19: Population Times Average Monthly Disposable Salary (After-Tax), 2014 (US$ Billions)
7.1.2 Rise in Spending on Toys by Kids
Table 20: Average Amount Spent per Child on Toys by Country, 2013 (US$)
7.1.3 Release of Blockbusters
7.2 Challenges
7.2.1 Toy safety
7.2.2 counterfeiting of toys
7.2.3 Unfavorable Structural Trends
8. Competitive Landscape
Table E: Global Top 10 Licensor’s by Licensing Revenues, 2014 (US$ Billions)
Table F: Entertainment/Character Properties with US$1B+ in Global Licensed Retail Sales, 2013 (US$ Billions)
Table G: Top 10 Film Franchises by Lifetime Merchandise Sales, through August 2014 (US$)
Table H: Competitive Overview of the Franchises (2014)
9. Company Profiles
9.1. Disney Consumer Products, Inc.
9.1.1 Business Description
9.1.2 Financial Overview
Table 21: Disney Consumer Products Revenue, FY2010-FY14 (US$ Billions)
9.1.3. Business Strategies
9.2 Warner Brothers Consumer Products, Inc.
9.2.1 Business Description
Financial Overview
Table 22: Warner Brothers Consumer Products, Inc. Revenue, FY2010-FY2014 (US$ Millions)
9.2.3 Business Strategies
9.3 Viacom Inc.
9.3.1 Business Description
9.3.2 Financial Overview
Table23: Viacom Media Networks Revenue, FY2010-FY14 (US$ Billions)
9.3.3 Business Strategies

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