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LICENSING SOURCE BOOK

Demographics of the Licensing Industry: U.S. Leads the Pack

TLL crunched the numbers from Licensing Source Book Online—and, surprise, the U.S./Canada leads with 66% of licensing executives. Europe comes second at 22.8% and Asia third at 6.5% share. See our latest update with licensors and licensees by cateogory below.

Share of Licensing Executives, Worldwide, Sept. 2016
Note: Numbers may not add up exactly due to rounding.
Data Source: The Licensing Source Book Online
Total = 8,341
Territory Licensors Agents Licensees Consultants & Service Providers All
U.S./Canada 70.6% 51.5% 67.1% 67.4% 66.0%
Europe 20.9% 29.3% 22.4% 21.3% 22.8%
Asia 5.6% 9.7% 5.9% 7.6% 6.5%
Latin America 1.3% 4.8% 1.9% 1.2% 2.1%
Australia & New Zealand 1.4% 2.7% 2.0% 1.6% 1.9%
Middle East & Africa 0.1% 2.1% 0.7% 0.9% 0.7%
TOTAL 100.0% 100.0% 100.0% 100.0% 100.0%

Licensors by Type, Worldwide, Oct. 2016
Note: Note: Numbers may not add up exactly due to rounding.
Data Source: The Licensing Source Book Online
Rank Category Share, U.S./Canada Share, Outside U.S./Canada Total Share
1 Entertainment & Characters 16.0% 13.3% 29.3%
2 Art, Artists & Museums 10.4% 2.4% 12.8%
3 Apparel & Accessories 8.6% 1.6% 10.2%
4 Corporate Trademarks & Brands 7.6% 1.9% 9.5%
5 Publishing 4.3% 1.5% 5.8%
6 Sports Leagues, Colleges & Sporting Events 3.9% 1.5% 5.4%
7 Digital, Online & Video Games 3.0% 2.2% 5.2%
8 Toys & Games 2.7% 2.0% 4.7%
9 Food, Beverage & Snack Brands 2.4% 0.7% 3.1%
10 Fashion & Home Furnishings Designers 2.0% 1.0% 3.0%
11 Non-profits 2.3% 0.5% 2.8%
12 Celebrities, Athletes & Estates 1.9% 0.3% 2.2%
13 Sporting Goods 1.2% 0.3% 1.5%
14 Home Furnishings, Domestics & Housewares 1.3% 0.2% 1.4%
15 Music 1.0% 0.2% 1.2%
16 Restaurants & Retail 1.0% 0.1% 1.0%
17 Footwear 0.7% 0.1% 0.8%
Total 70.3% 29.7% 100.0%

Licensees by Type, Worldwide, Oct. 2016
Note: Note: Numbers may not add up exactly due to rounding.
Data Source: The Licensing Source Book Online
Rank Category Share, U.S./Canada Share, Outside U.S./Canada Total Share
1 Apparel 9.9% 5.8% 15.7%
2 Accessories 8.9% 3.4% 12.4%
3 Toys & Games 7.2% 4.6% 11.8%
4 Gifts & Novelties 7.4% 2.6% 10.0%
5 Publishing 4.3% 3.4% 7.7%
6 Food & Beverage 3.5% 2.1% 5.5%
7 Stationery & Paper Goods 3.2% 2.1% 5.2%
8 Domestics 3.7% 1.2% 4.9%
9 Video games & Software 2.8% 1.6% 4.4%
10 Housewares 3.1% 1.0% 4.1%
11 Health & Beauty Aids 1.7% 1.2% 2.9%
12 Furniture & Home Furnishings 2.0% 0.5% 2.6%
13 Sporting Goods 1.9% 0.5% 2.4%
14 Services 1.3% 1.1% 2.4%
15 Electronics 1.8% 0.5% 2.3%
16 Footwear 1.4% 0.6% 2.1%
17 Pet Products 0.8% 0.1% 0.9%
18 Music & Video 0.6% 0.3% 0.8%
19 Automotive 0.4% 0.1% 0.5%
20 Hardware 0.0% 0.0% 0.0%
21 Infant Products 0.9% -0.9% 0.0%
Total 65.9% 31.7% 100.0%

Overview

Note that the Licensing Source Book Online is first and foremost an English-language publication and that its listings are skewed towards those businesses that conduct at least some business in English. Since over 80% of listings are for executives with a title of director or higher, the numbers don’t necessarily reflect the entire licensing population, but are more reflective of where companies have located their main offices. But they are surprisingly apt when it comes to the people who are active in the global deal-making business.

About the Licensing Source Book Online

As of Oct. 7, 2016 the Licensing Source Book Online lists 8,601 licensing executives—up 3.5% from last month—from 83 countries worldwide—from Australia to the UAE. These executives include licensors; agents; licensees; and consultants, service providers, retailers, and trade associations. Email the Source Book team at llsb@plainlanguagemedia.com to add or update your free listing.

For example, territories like Asia have a far larger manufacturing base than does the U.S./Canada. But a lot of these manufacturers do not deal with licensors or agents directly, instead taking on sub-licensee contracts for regional licensees. And many executives handle more than one territory: for example, an executive can handle all deals for EMEA while based from a U.K. home office.

Conversely, the share of licensors and agents represented in the Licensing Source Book Online are relatively closer to actual figures, with most major brand owners and representatives listed.

Top Ten Countries

When broken out by individual country, the U.S. and U.K. lead as the top two countries worldwide by share of licensing executives. In fact, the two countries top every category list, with Germany and Canada as the other two countries regularly featuring in the top five. Japan is more skewed towards agents and consultants, while Australia lands in the top five lists for agents and licensees.

Top 10 Countries by Share of Licensing Executives, Sept. 2016
Rank Country Share
1 U.S. 63.0%
2 U.K. 12.0%
3 Germany 3.2%
4 Canada 3.0%
5 Australia 1.8%
6 Japan 1.6%
6 Italy 1.6%
6 France 1.6%
7 Spain 1.1%
8 China 1.0%
8 Hong Kong 1.0%
9 Brazil 0.8%
10 South Korea 0.7%

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