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Royalty Profile for Licensed Gifts/Novelties


Sector value, U.S. & Canada, 2017: $2.56 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 2.3%

Average royalty, U.S. & Canada, 2018: 8.71%

Royalty range, U.S. & Canada, 2018: 4%–16%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 8.82%


Since 2008, royalties for the gifts and novelties category have closely followed the business-wide average, in part because this category includes the broadest range of types of merchandise, from high-end collectibles to impulse novelties.

Following the recession, given the impulse, non-necessity nature of much of the category, the segment has declined in dollar value substantially more rapidly than licensing overall.

While the decline was not as steep in the last couple of years, the “gifts” part of the equation has been recovering more slowely.

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