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Retail Sales of Licensed Merchandise, U.S. & Canada

Retail sales of licensed merchandise reached $106.5 billion in the U.S. and Canada in 2016, growing 3.2% from 2015, according to TLL’s Annual Licensing Business Survey. At last, the industry has surpassed the 2008 pre-recession high of $104.5 billion. This last year marks the sixth year of positive growth for the region; 2015’s $103.3 billion figure was only the second time retail sales passed the $100 billion mark. Licensed sales also greatly outpaced GPD growth; in 2016, U.S. GDP grew by 1.6% and Canadian GDP by 1.2%.


Royalty Profile for Art-based Licensed Merchandise

Royalty rates for art-based licensed merchandise in the U.S. and Canada, including rates from 2005–2015, and data for subcategories artists and museums…

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Average Industry-wide Royalty, U.S. & Canada

Overview of average Industry-wide royalty rates in the U.S. and Canada, by property type and product category…

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Retail Sales of Licensed Merchandise by Distribution Channel, U.S. & Canada

Ecommerce siezed its biggest share of the licensing pie yet, growing to 12% market share in 2017 in the U.S./Canada. Ecommerce growth was the highest amongst all retail categories for sales of licensed merchandise at a modest 2.6%—most categories remained flat or declined. The (only other) winner of 2017? Discount/mass, at 32.3% share. Representative Retail Stores By Distribution Channel Mass/Discount/Club/Big Box: BJ’s, Costco, Kmart, Sam’s, Target, Toys ‘R’ Us, Walmart Specialty Stores: Ace Hardware, Barnes & Noble, Bass Pro, Bed Bath & Beyond, Best Buy, Cabela’s, Cracker Barrel, Dick’s, Forever 21, GameStop, H&M, Home Depot, Limited, Lowe’s, Michaels, Modell’s, museum stores, PetSmart, Sherwin-Williams, Sports Authority, Staples, Zara Department Stores & Mid-tier: Bloomingdale’s, Dillard’s, JCPenney, Kohl’s, Macy’s, Neiman-Marcus, Sears Grocery and Drug: Ahold, Aldi, CVS Caremark, Giant Eagle, Kroger, Meijer, Publix,… . . . read more

Royalty Rates by Property Type

Royalty rates by property type in the U.S. and Canada, over the last 10 years…

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Retail Sales of Licensed Merchandise by Property Type, U.S. & Canada

The 3.2% growth in U.S/Canada licensed sales wasn’t even across the board. Entertainment/character, sports, and trademarks/brands (in particular, food/beverage) were the biggest drivers, while most other property types lagged behind. Yet, bucking the trend of previous years, most categories outperformed GPD (U.S. GDP grew by 1.6% and Canadian GDP by 1.2%), with only four (publishing, estates, non-profits, and music) faring worse. Perhaps most telling, there were no big losers—music brands, as the worst performing category, sank just 1.5% in 2016. Read more here. Retail Sales of Licensed Merchandise, by Property Type, U.S./Canada, 2010–2017 Note: Numbers may not add up exactly due to rounding. (Figures in Billions) Property Type 2010 2011 2012 2013 2014 2015 2016 2017 Art $5.49 $5.59 $5.59 $5.59 $5.55 $5.65 $5.75 $5.86 Art & Artists $4.09 $4.17… . . . read more

Retail Sales of Licensed Merchandise, Based on Art Properties Originating from Art and Artists and from Museums

After years of flat or declining growth, sales of licensed art merchandise grew by 2.1% in 2015 from $5.55 to $5.67 billion, according to TLL’s Annual Licensing Business Survey. The sector’s rebound was largely thanks to “strong performance of commercial art properties which made up for sluggish sales on the fine arts side,” according to one consultant. Compared to the industry-wide growth rate of 3.4%, sales of art-based merchandise were sluggish. All told, art-related properties accounted for 5.5% of the total licensing business in 2015, with art and artists comprising 75% of that and museums 25% (or 4.1% and 1.4% of the total licensing business, respectively). The sector’s share has been slowly but steadily declining over the last decade as top gunners like entertainment/character (8.0% growth in 2015), sports (4.8%)… . . . read more