The brand licensing market allows brands to expand into new product categories and geographies while maintaining quality control and protecting brand value. Brand licensing refers to leveraging a brand name to create licensed merchandise in related or unrelated categories. Popular brands license their names and logos to manufacturers who pay royalties in exchange for the right to use the branding on their goods. This helps drive sales without increasing production costs.
Global Brand Licensing Market is estimated to be valued at USD 27.65 bn in 2024 and is expected to reach USD 37.62 bn by 2031, growing at a compound annual growth rate (CAGR) of 4.5% from 2024 to 2031.
Brand Licensing Market Growth allows these companies to leverage the recognition of popular brands to expand into new markets without incurring brand development costs. Licensing established brands also helps products gain trust and attract new customers easily. The rising influence of celebrity culture has boosted character and entertainment licensing. Strategic licensing partnerships help brands and products gain recognition internationally as well.
Key Takeaways
Key players: Key players operating in the Brand Licensing market are 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 focuses on eco-friendly home and lifestyle products. Byretech Ltd partners with global brands to launch innovative wearable technology.
Growing demand: Escalating online sales on e-commerce platforms have majorly contributed to the booming licensed merchandise market. Products ranging from clothing and accessories to gifts and collectibles featuring popular characters and personalities are in high demand.
Technological advancement: Advanced digital printing techniques allow licensees to launch diverse, high-quality licensed products on a large scale. Technologies like Near Field Communication (NFC) and Augmented Reality (AR) are being leveraged to enhance user experience with licensed merchandise as well.
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