Brand Licensing Market

Global Brand Licensing Market Size, Trends & Analysis - Forecasts to 2027 By Type (Apparels, Toys, Accessories, Home Decoration, Software/Video Games, Food and Beverage, and Others), By Application (Entertainment, Corporate Trademarks/Brand, Fashion, Sports and Others), By Region (North America, Asia Pacific, Europe, Latin America, Middle East & Africa), End-User Landscape, Company Market Share Analysis, and Competitor Analysis

Category Electronics, Semiconductors and Information & Communication Technology
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This report was recently updated on June 9 2024 with the latest and most recent market numbers

Global Brand Licensing Market Size

The Global Brand Licensing Market is projected to grow from USD 274.9 billion in 2022 to USD 385.4 billion by 2027 at a CAGR value of 4.1% from 2022 to 2027.

Brand licensing has emerged as a business requirement for any brand owners or product makers planning to boost their business. It is one of the most effective ways of providing customers an immersive shopping experience that allows them to interact with their favourite companies in new ways. Global retail sales of licensed items increased by more than three percent to USD 280.3 billion in 2018, as per the 2019 licensing international global licensing industry market sizing study report. In the coming years, demand for brand licensing technology is expected to rise due to the growing need for digitalization amid the pandemic, to ensure compliance with the government's social distancing regulations.

During the forecast period, the market will be driven by growth in global materialism industry, rising need for brand awareness, increased demand for licensed items, and high penetration of e-commerce platforms. Market expansion is also fuelled by rising need to increase the sources of revenue for licensed companies, as well as increasing need for global expansion.

Furthermore, the increased brand awareness among consumers along with the ability to enter new markets and distribution channels are propelling factors that are leading the market to grow rapidly during the forecast period. Additionally, the increased possibility of different types of strategic partnerships such as co-branding and the ability to create a valuable revenue stream through licensing are some other factors driving the market growth.

The COVID-19 epidemic has had several direct and indirect effects on the brand licensing industry. Apart from affecting global supply chains, which also affected licensing companies, the pandemic has also had an impact on the market by lowering consumer spending power and consequently diminishing non-essential consumerism in general.

However, the ability to generate additional revenue and diversify revenue streams, as well as the benefit of protecting brands from counterfeit goods, are propelling the market forward. Nonetheless, during the forecast period, the risk of losing product control, including marketing, manufacturing, and retailing, as well as greater potential for IP theft, are stifling market growth.

global brand licensing market

Global Brand Licensing Market: By Type

Based on the type segmentation, the global brand licensing market is divided into apparel, toys, accessories, home decoration, software/video games, food and beverage, and others. The toys segment is expected to be the fastest-growing segment in the market from 2022 to 2027.

Brand licensed toy merchandise leads market share in the general toys market as well. With increased internet access, children have more exposure to media content like popular movies that back up such licensed toys, increasing their demand. Often, such toys are also made as collectibles using much older brands as well, thus adding a multigenerational appeal, and increasing its demand.

Global Brand Licensing Market: By Application

Based on the application, the global market is divided into entertainment, corporate trademarks/brand, fashion, sports, and others. The entertainment segment is expected to be the largest segment in the global brand licensing market from 2022 to 2027.

The brand license market is driven significantly by the merchandise sale of popular movies. The significance of entertainment licensing is fast growing in India in particular, with famous Bollywood celebrities licensing their merchandise line and various home-grown children's animation is also trying to leverage their popular brand value. Given the immense popularity of cricket in India, the potential of sports merchandising through brand licenses is growing as well. 

asia pacific brand licensing market

Global Brand Licensing Market: By Region

As per the geographical analysis, the global brand licensing market can be classified into North America (the United States, Canada, and Mexico), Asia Pacific (India, China, Japan, Malaysia, Singapore, and the Rest of Asia Pacific), Europe (Germany, United Kingdom, Italy, France, Spain, Netherlands, and Rest of Europe), Middle East & Africa (Saudi Arabia, United Arab Emirates, and Rest of the Middle East & Africa) and Central & South America (Brazil, Argentina, and Rest of Central and South America).

North America (the United States, Canada, and Mexico) will have a dominant share in the global brand licensing market from 2022 to 2027. The booming enterprises of industries such as entertainment and media are expected to assist regional prosperity. Furthermore, the growth of the regional market is projected to be aided by an increase in the volume of literary output.

Moreover, the Asia Pacific (India, China, Japan, Malaysia, Singapore, and the Rest of Asia Pacific) region is expected to be the fastest-growing segment in the global brand licensing market during the forecast period. While the United States and Canada accounted for the majority of licensed product retail income in 2019, the United Kingdom witnessed a 2.5% increase year over year, and the South Asia/Pacific region continued to expand steadily, with a 5.9% increase from the previous year.

Rapidly growing population, as well as increasing demand for consumerism, are propelling market growth in this region. Within this region, with the rising number of well-established and globally popular entertainment industries along with the evolution and development of digital technology. Market expansion in this region is also being influenced by the development and advent of collaborative innovation, as well as the formation of a more dynamic and brand-new role of the user in the smart environment.

Global Brand Licensing Market Share and Competitor Analysis

The Walt Disney Company, Meredith Corporation, PVH Corp., Iconix Brand Group, Authentic Brands Group, Universal Brand Development, Nickelodeon (ViacomCBS), Major League Baseball, Learfield IMG College, Sanrio, among others are the key players in the brand licensing market.

Please note: This is not an exhaustive list of companies profiled in the report.

Chapter 1   Methodology

1.1    Market Scope & Definitions

1.2    Estimates & Forecast Calculation

1.3    Historical Data Overview and Validation

1.4    Data Sources

1.4.1    Secondary

1.4.2    Primary

Chapter 2   Report Outlook

2.1    Global Brand Licensing Industry Overview, 2022-2027

2.1.1    Industry Overview

2.1.2    Type Overview

2.1.3    Application Overview

2.1.4    Regional Overview

Chapter 3   Global Brand Licensing Market Trends

3.1    Market Segmentation

3.2    Industry Background, 2022-2027

3.3    Market Key Trends

3.3.1    Positive Trends

3.3.1.1    Rising consumerism and brand consciousness

3.3.2    Industry Challenges

          3.3.2.1   COVID-19 impact on offline market strategies

3.4    Prospective Growth Scenario

3.4.1    Type Growth Scenario

3.4.2    Application Growth Scenario

3.5    COVID-19 Influence over Industry Growth

3.6    Porter’s Analysis

3.7    PESTEL Analysis

3.8    Value Chain & Supply Chain Analysis

3.9    Regulatory Framework

3.9.1    North America

3.9.2    Europe

3.9.3    APAC

3.9.4    LATAM

3.9.5    MEA

3.10    End-User Overview

3.11    Market Share Analysis, 2021

3.11.1    Company Positioning Overview, 2021

Chapter 4   Global Brand Licensing Market, By Type

4.1    Type Outlook

4.2    Apparels

4.2.1    Market Size, By Region, 2022-2027 (USD Billion)

4.3    Toys

4.3.1    Market Size, By Region, 2022-2027 (USD Billion)

4.4    Accessories

4.4.1    Market Size, By Region, 2022-2027 (USD Billion)

4.5    Home Decoration

4.5.1    Market Size, By Region, 2022-2027 (USD Billion)

4.6    Software/Video Games

4.6.1    Market Size, By Region, 2022-2027 (USD Billion)

4.7    Food and Beverage

4.7.1    Market Size, By Region, 2022-2027 (USD Billion)

4.8   Others

4.8.1    Market Size, By Region, 2022-2027 (USD Billion)

Chapter 5   Global Brand Licensing Market, By Application

5.1    Application Outlook

5.2    Entertainment

5.2.1    Market Size, By Region, 2022-2027 (USD Billion)

5.3    Corporate Trademarks/Brand

5.3.1    Market Size, By Region, 2022-2027 (USD Billion)

5.4    Fashion

5.4.1    Market Size, By Region, 2022-2027 (USD Billion)

5.5    Sports

5.5.1    Mark8et Size, By Region, 2022-2027 (USD Billion)

5.6    Others

5.6.1    Market Size, By Region, 2022-2027 (USD Billion)

Chapter 6   Global Brand Licensing Market, By Region

6.1    Regional outlook

6.2    North America

6.2.1    Market Size, By Country 2022-2027 (USD Billion)

6.2.2    Market Size, By Type, 2022-2027 (USD Billion)

6.2.3    Market Size, By Application, 2022-2027 (USD Billion)

6.2.4    U.S.

6.2.4.1    Market Size, By Type, 2022-2027 (USD Billion)

6.2.4.2    Market Size, By Application, 2022-2027 (USD Billion)

6.2.5    Canada

6.2.5.1    Market Size, By Type, 2022-2027 (USD Billion)

6.2.5.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3    Europe

6.3.1    Market Size, By Country 2022-2027 (USD Billion)

6.3.2    Market Size, By Type, 2022-2027 (USD Billion)

6.3.3    Market Size, By Application, 2022-2027 (USD Billion)

6.3.4    Germany

6.3.4.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.4.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3.5    UK

6.3.5.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.5.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3.6    France

6.3.6.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.6.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3.7    Italy

6.3.7.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.7.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3.8    Spain

6.3.8.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.8.2    Market Size, By Application, 2022-2027 (USD Billion)

6.3.9    Russia

6.3.9.1    Market Size, By Type, 2022-2027 (USD Billion)

6.3.9.2    Market Size, By Application, 2022-2027 (USD Billion)

6.4    Asia Pacific

6.4.1    Market Size, By Country 2022-2027 (USD Billion)

6.4.2    Market Size, By Type, 2022-2027 (USD Billion)

6.4.3    Market Size, By Application, 2022-2027 (USD Billion)

6.4.4    China

6.4.4.1    Market Size, By Type, 2022-2027 (USD Billion)

6.4.4.2    Market Size, By Application, 2022-2027 (USD Billion)

6.4.5    India

6.4.5.1    Market Size, By Type, 2022-2027 (USD Billion)

6.4.5.2    Market Size, By Application, 2022-2027 (USD Billion)

6.4.6    Japan

6.4.6.1    Market Size, By Type, 2022-2027 (USD Billion)

6.4.6.2    Market Size, By Application, 2022-2027 (USD Billion)

6.4.7    Australia

6.4.7.1    Market Size, By Type, 2022-2027 (USD Billion)

6.4.7.2    Market size, By Application, 2022-2027 (USD Billion)

6.4.8    South Korea

6.4.8.1    Market Size, By Type, 2022-2027 (USD Billion)

6.4.8.2    Market Size, By Application, 2022-2027 (USD Billion)

6.5    Latin America

6.5.1    Market Size, By Country 2022-2027 (USD Billion)

6.5.2    Market Size, By Type, 2022-2027 (USD Billion)

6.5.3    Market Size, By Application, 2022-2027 (USD Billion)

6.5.4    Brazil

6.5.4.1    Market Size, By Type, 2022-2027 (USD Billion)

6.5.4.2    Market Size, By Application, 2022-2027 (USD Billion)

6.5.5    Mexico

6.5.5.1    Market Size, By Type, 2022-2027 (USD Billion)

6.5.5.2    Market Size, By Application, 2022-2027 (USD Billion)

6.5.6    Argentina

6.5.6.1    Market Size, By Type, 2022-2027 (USD Billion)

6.5.6.2    Market Size, By Application, 2022-2027 (USD Billion)

6.6    MEA

6.6.1    Market Size, By Country 2022-2027 (USD Billion)

6.6.2    Market Size, By Type, 2022-2027 (USD Billion)

6.6.3    Market Size, By Application, 2022-2027 (USD Billion)

6.6.4    Saudi Arabia

6.6.4.1    Market Size, By Type, 2022-2027 (USD Billion)

6.6.4.2    Market Size, By Application, 2022-2027 (USD Billion)

6.6.5    UAE

6.6.5.1    Market Size, By Type, 2022-2027 (USD Billion)

6.6.5.2    Market Size, By Application, 2022-2027 (USD Billion)

6.6.6    South Africa

6.6.6.1    Market Size, By Type, 2022-2027 (USD Billion)

6.6.6.2    Market Size, By Application, 2022-2027 (USD Billion)

Chapter 7   Company Landscape

7.1    Competitive Analysis, 2022

7.2    The Walt Disney Company

7.2.1    Company Overview

7.2.2    Financial Analysis

7.2.3    Strategic Positioning

7.2.4    Info Graphic Analysis

7.3    Meredith Corporation

          7.3.1    Company Overview

7.3.2    Financial Analysis

7.3.3    Strategic Positioning

7.3.4    Info Graphic Analysis

7.4    PVH Corp.

7.4.1    Company Overview

7.4.2    Financial Analysis

7.4.3    Strategic Positioning

7.4.4    Info Graphic Analysis

7.5     Iconix Brand Group

7.5.1    Company Overview

7.5.2    Financial Analysis

7.5.3    Strategic Positioning

7.5.4    Info Graphic Analysis

7.6    Authentic Brands Group

7.6.1    Company Overview

7.6.2    Financial Analysis

7.6.3    Strategic Positioning

7.6.4    Info Graphic Analysis

7.7    Universal Brand Development

7.7.1    Company Overview

7.7.2    Financial Analysis

7.7.3    Strategic Positioning

7.7.4    Info Graphic Analysis

7.8    Nickelodeon (ViacomCBS)

7.8.1    Company Overview

7.8.2    Financial Analysis

7.8.3    Strategic Positioning

7.8.4    Info Graphic Analysis

7.9      Major League Baseball

7.9.1    Company Overview

7.9.2    Financial Analysis

7.9.3    Strategic Positioning

7.9.4    Info Graphic Analysis

7.10    Learfield IMG College

7.10.1    Company Overview

7.10.2    Financial Analysis

7.10.3    Strategic Positioning

7.10.4    Info Graphic Analysis

7.11    Sanrio

7.11.1    Company Overview

7.11.2    Financial Analysis

7.11.3    Strategic Positioning

7.11.4    Info Graphic Analysis

7.12    Other Companies

7.12.1    Company Overview

7.12.2    Financial Analysis

7.12.3    Strategic Positioning

7.12.4    Info Graphic Analysis

The Global Brand Licensing Market has been studied from the year 2019 till 2027. However, the CAGR provided in the report is from the year 2022 to 2027. The research methodology involved three stages: Desk research, Primary research, and Analysis & Output from the entire research process.

The desk research involved a robust background study which meant referring to paid and unpaid databases to understand the market dynamics; mapping contracts from press releases; identifying the key players in the market, studying their product portfolio, competition level, annual reports/SEC filings & investor presentations; and learning the demand and supply-side analysis for the Brand Licensing Market.

The primary research activity included telephonic conversations with more than 50 tier 1 industry consultants, distributors, and end-use product manufacturers.

Finally, based on the above thorough research process, an in-depth analysis was carried out considering the following aspects: market attractiveness, current & future market trends, market share analysis, SWOT analysis of the company and customer analytics.

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Frequently Asked Questions

The global brand licensing market is projected to grow from USD 274.9 billion in 2022 to USD 385.4 billion by 2027 at a CAGR value of 4.1% from 2022 to 2027.
The Walt Disney Company, Meredith Corporation, PVH Corp., Iconix Brand Group, Authentic Brands Group, Universal Brand Development, Nickelodeon (ViacomCBS), Major League Baseball, Learfield IMG College, Sanrio, among others are the key players in the brand licensing market.
The North American region is estimated to hold the highest share in the brand licensing market.
The COVID-19 epidemic has had several direct and indirect effects on the brand licensing industry. Apart from affecting global supply chains, which also affected licensing companies, the pandemic has also had an impact on the market by lowering consumer spending power and consequently diminishing non-essential consumerism in general.
During the forecast period, the market will be driven by growth in global materialism industry rising need for brand awareness, increased demand for licensed items, and high penetration of e-commerce platforms. Market expansion is also fuelled by rising need to increase the sources of revenue for licensed companies, as well as an increasing need for global expansion.

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