Brand Licensing Market Size, Share, Growth and Industry Analysis, By Type (Apparels, Toys, Home Decoration, Video games, Food and Beverages), By Application (Fashion and apparel, sportswear and equipment, art and music and corporate brands.), and Regional Forecast to 2032

BRAND LICENSING MARKET OVERVIEW

The global Brand Licensing market size had expanded rapidly 391883.5 million in 2024 and the industry is projected to grow substantially 518367.9 million by 2032, exhibiting a prodigious CAGR 4.1% during the forecast period.

This market is growing for increasing the popularity of brand licensing in sectors such as entertainment, fashion, and sports where using the familiar brand image helps in demonstrating product credibility to the consumers. It also investigates the market share of brand licensing by type of product it can be used in, the area of operation it is most prevalent in or both. They help supply the assessment of competitive structure, the current state of the market, and its development tendencies.

Further, it provides cost analysis and supply chain and understand the effect of new technology, advancement and improvement which enhances the features of product and explore new areas of downstream industries. Further, the behaviour analysis of the consumers and the market that prevail in the brand licensing market are also studied to provide relevant information about the drivers, restraints, and opportunities that exist in the market.

COVID-19 IMPACT: Market Growth Restrained by Pandemic due to Energy Conclusions and Supply Chain Disruptions

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to market’s growth and demand returning to pre-pandemic levels.

Then as the economies slowly opened up and started shifting towards the new normal, the market started to revive itself with the help of high digital spendings and universally higher demand for licensed products primarily in Home Video Entertainment, Fashion, and digital contents. The pandemic also played a role in shifting consumers to online markets hence positively impacting brand licensing by offering other channels of selling brands. Organizations were not caught off-guard and improved their visibility and usage of the internet. Businesses were able to quickly pivot their strategies by improving; their business’s online profiles and marketing to consumers via the internet. This shift also helped to reduce some of the negative effects and even open new growth opportunities for brand licensing market overcoming the unprecedented challenges.

LATEST TRENDS

"Increasing Customer Demographics and Brand Consciousness"

Several factors are expected to fuel the brand licensing market growth in the future. One of the emerging trends is the use of influencers, which enables the company reach out to new demographics of consumers and push for brand awareness. Also, due to such products as e-books and streaming services, there are new opportunities for licensing, mainly in entertainment and gaming. It is also significant to note that sustainability and ethical licence business strategies are gaining importance. Today’s consumers are more conscious of environmental conservation and contribution to the society thus the need for the licensors to embrace more responsible brands while coming up with licensing agreements. It shall be noted that this trend will in its own right open new opportunities for growth and diversification in the brand licensing industry.

BRAND LICENSING MARKET SEGMENTATION

By Type

Based on type, the brand licensing market can be categorized into:

• Apparels: Clothing and textiles continue to dominate the brand licensing industry as they take the biggest part of the market share in this business. This segment records a constant demand because consumers are always prompted to purchase apparel that has logos of renowned companies.
• Toys: The toys segment takes the largest quantity share majorly contributed by character merchandise and other branded products. These products include toys and all other products that children like and collectors also like to keep for themselves and the market of these products remains resilient.
• Home Decoration: Domestic accessories also hold a significant proportion in the overall market, which comprises of the branded gift items as well products with character themes. These products are widely demanded by consumers who want to update the appearance of their home using familiar brands.
• Video Games: The segment of software including video games has been growing and is anticipated to record a steep incline in the future. Such growth is driven by growing needs to consume branded digital content and growing possibilities of home entertainment.
• Food and Beverages: This segment is food and beverages for which brand licensing is used to give a niche, branded products. This segment relies on the consumer’s brand loyalty in well-established categories widening the application into everyday consumables.

By Application

Based on application, the brand licensing market can be categorized into:

• Fashion and Apparel: The fashion and apparel segment are associated closely with entertainment branding since the consumers are highly interested in branded apparels and accessories. Social factor, tendency of wearing brands is another market application reason since it is associated with status.
• Sportswear and Equipment: Sporting goods is another major market of brand licensing the most popular of which are branded sportswear equipment, accessories, apparatus, toys and souvenirs related to favourite sports clubs and individuals. This segment targets the most rewarding aspect of sports which is devoted fan ship to the heroes of games.

DRIVING FACTORS

"Brand recognition and Expansion into New Markets are driving the growth of the brand licensing market: "

On the corporate level, existing brand recognition substantially increases the levels of trust among the customers, which alone has the effect of improving the marketability of licensed products. It results in more consumers’ loyalty and brand patronage, thereby contributing to constant market expansion.

"Expansion of Market to Channelize the Merchandise"

Products that have also been noted to benefit from brand licensing include consumer products, electronics, clothing apparel and accessories, and automobile. Thus, by referring to well-recognized brands, enterprises can eliminate the onset of numerous barriers and acquire a solid market share in new areas and industries within a relatively short time.

RESTRAINING FACTOR

"Overpopulation of Licensing market weakens the Brand recognition"

An important limit to the brand licensing market growth would be the market reach or oversaturation of the market. With increasing numbers of organizations investing in licensing and the competition increasing, the major threat that emerges is overpopulation of the licensing market which weakens brand recognition and thus reduces the influence of the contracts. This is quite a challenge since there is a need to come up with unique strategies and at the same time manage the market in order to sustain the brand.

BRAND LICENSING MARKET REGIONAL INSIGHTS

The market is primarily segregated into Europe, Latin America, Asia Pacific, North America, and Middle East & Africa.

"North America to Dominate the Market Due to Licensed Merchandise and Well-Established Distribution Channels"

Depending on the markets they are in, brand licensing market share have different growth rate characteristics. America and Europe market is still growing in the mature state because of the increased market demand for the license merchandise and the strong distribution channels established through the years. On the other hand, Asia-Pacific region especially China and India are rapidly growing markets due to growing disposable income and increased emphasis on brand image among the consumers. Europe, Latin America, and the Middle East and Africa are also characterized by a good developable prospect for development accompanied by the enhanced economical setting and increasing focus on the purchase of the branded products.

KEY INDUSTRY PLAYERS

The major industries that form part of the international market on brand licensing include Electrolux, General Motors, Westinghouse, Disney, Meredith Corporation, Sanrio, PVH Corp., Universal Brand Development, Authentic Brands Group, Sequential Brands Group, NBA and Nickelodeon. They are vital for creating the industry’s market direction, for introducing novelties and for extending the licensed industries’ penetration in different branches and countries.

The Top Market Players Profiled

• Electrolux (Sweden)
• General Motors (U.S)

• Westinghouse (U.S)

• The Walt Disney Company (U.S)

• Meredith Corporation (U.S)

• Sanrio (Japan)

• PVH Corp. (U.S)

• Universal Brand Development (U.S)

• Authentic Brands Group (U.S)

• Sequential Brands Group (U.S)

• National Basketball Association (NBA) (U.S)

• Nickelodeon (U.S)

INDUSTRIAL DEVELOPEMENT

June 2023: The focus is more on strategic partnerships of these companies with worldwide brands to make a foray into new segments. Technology is also proving to be another critical factor that is based on new trends in the production of digital content and the e-commerce platforms that have improve the effectiveness of licensing. These are the measures that create more competitive conditions on the market and encourage constant development of new services.

REPORT COVERAGE

This report delivers an all-inclusive understanding of the Global and Chinese brand licensing market along with the market size, segmentation of the market based on product type, application, geographical locations, major key players and their recent activities. It reveals the development trends, cost structures, and supply chain of the market, which are essential for users to understand the market deeply. The role of technology as a driver of improvements in product functionality and downstream uses remains investigated in detail, as well as the analysis of consumers’ behaviour and market characteristics.

Moreover, the Repot also included the industrial chain analysis of brand licensing covering suppliers of raw materials, price, volume, demands and buyers. Manufacturing analysis, cost structure, and process all are presented in this report along with the factors influencing the market. The effect of COVID-19 on the counting industry, along with describing market performance and the company’s overview of major players, is also discussed. It provides information about sales, revenue, price, and gross margin on the basis of the regions, applications, and types of the business and sales and revenue prediction of the whole global market.