Global Licensed Merchandise Market 2017-2021
About Licensed Merchandise
Licensing is the process of buying a copyrighted or trademarked property such as name, logo, character, or any other element. It involves two parties, a licensor and a licensee. The licensor owns the property and the licensee buys the license. The use of copyrighted or trademarked property is subjected to certain terms and conditions agreed upon by both the parties. Licensed merchandise refers to the merchandise manufacturers licensing the right to use the name and likeness of artists on the merchandise they produce. They also work together with artists to design and come up with items to sell on the road or at the venue.
Technavio’s analysts forecast the global licensed merchandise market to grow at a CAGR of 4.37% during the period 2017-2021.
Covered in this report
The report covers the present scenario and the growth prospects of the global licensed merchandise market for 2017-2021. The report presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources.
The market is divided into the following segments based on geography:
Technavio Announces the Publication of its Research Report – Global Licensed Merchandise Market 2017-2021
Technavio recognizes the following companies as the key players in the global licensed merchandise market: Fanatics, G-III Apparel Group, Hasbro, NBCUniversal Media, The Walt Disney Company, and Warner Bros. Consumer Products.
Other Prominent Vendors in the market are: Adidas, Bioworld, Cartoon Network, Columbia Sportswear, DreamWorks Animations, Discovery Consumer Products, Entertainment One, Everlast Worldwide, Hanesbrands, Knights Apparel, Mattel, Nike, Prada, Puma, Rainbow, Ralph Lauren, Reebok, Sanrio, Twentieth Century Fox Consumer Products, and Under Armour.
Commenting on the report, an analyst from Technavio’s team said: “One trend in the market is rising importance of global box office. The box office market is currently observing a rise in importance of the international box office as compared with the local or regional box office. Films are now targeted to cater the international audience.”
According to the report, one driver in the market is high viewership of movies and TV shows. The fame of movie franchises such as James Bond, Star Wars, and Marvel are accelerating the growth of the licensed merchandise market. Blockbusters like Frozen, Star Wars, Despicable Me, and Batman vs. Superman: Dawn of Justice have generated more than $100 billion in retail sales. Many specialty stores also focus on TV shows such as Game of Thrones, Penny Dreadful, Breaking Bad, Big Bang Theory, and Friends.
Further, the report states that one challenge in the market is seasonal merchandise sales. There are a large number of movie and TV characters and properties that are short-lived. Manufacturers and licensors register sales around the release of a movie or TV program, owing to the novelty of the characters and properties. With the passage of time, these characters and properties start disappearing from consumers’ mind as well as retail shelves. This leads to the accumulation of dead stocks with retailers. To overcome this situation, retailers usually opt for blockbuster and evergreen merchandises.
Fanatics, G-III Apparel Group, Hasbro, NBCUniversal Media, The Walt Disney Company, Warner Bros. Consumer Products, Adidas, Bioworld, Cartoon Network, Columbia Sportswear, DreamWorks Animations, Discovery Consumer Products, Entertainment One, Everlast Worldwide, Hanesbrands, Knights Apparel, Mattel, Nike, Prada, Puma, Rainbow, Ralph Lauren, Reebok, Sanrio, Twentieth Century Fox Consumer Products, and Under Armour.
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