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Soft Goods, Home Lead Domestic Corporate TM/Brand Licensed Sales in 2017

By: Karina Masolova, karina@plainlanguagemedia.com

Licensed retail sales of corporate trademark/brand merchandise grew 2.5% to reach $29.2 billion in 2017, according to TLL’s Annual Licensing Business Survey. The biggest drivers behind the roughly $710 million increase in sales were soft goods like apparel and accessories; home-related goods like domestics, furniture, and hardware; and what amounted to a recovery of previously declining categories like gifts/novelties and stationery/paper.

The fastest-growing product categories in 2017 were domestics (4.4%), gifts/novelties (3.9%; recovering from a -8.1% dip in 2016), and health & beauty aids (3.4%; making up for flattish -0.5% growth in 2016).

In terms of sheer dollar growth however, the top licensed product categories was food/beverage, which grew 3.1% in 2017, or $298 million, largely thanks to its sheer size (33.9% share of all trademark/brand sales). The runner-ups were consumer electronics (2.6%), apparel (2.2%), and accessories (2.6%).


Retail Sales of Licensed Trademark/Brand Merchandise, by Product Category, U.S. & Canada, 2016-2017
Note: Numbers may not add up exactly due to rounding.
(Figures in Millions)
Product Category Retail Sales, 2017 Retail Sales, 2016 Change, 2016–2017 Share, 2017
Accessories $1,954 $1,905 2.6% 6.7%
Apparel $2,725 $2,667 2.2% 9.3%
Consumer Electronics $4,106 $4,002 2.6% 14.1%
Domestics $79 $76 4.4% 0.3%
Food/Beverages $9,895 $9,598 3.1% 33.9%
Footwear $1,716 $1,686 1.8% 5.9%
Furniture/Home Furnishings $892 $870 2.5% 3.1%
Gifts/Novelties $285 $275 3.9% 1.0%
HBA $1,014 $981 3.4% 3.5%
Housewares $517 $509 1.5% 1.8%
Infant Products $218 $221 -1.0% 0.7%
Publishing $891 $865 3.0% 3.1%
Sporting Goods $1,194 $1,200 -0.5% 4.1%
Stationery/Paper $88 $86 3.0% 0.3%
Toys/Games $574 $561 2.2% 2.0%
Video Games/Software $419 $412 1.8% 1.4%
Other $2,585 $2,532 2.1% 8.9%
Hardware and Paint $175 $171 2.3% 0.6%
Gardening $118 $115 2.0% 0.4%
Pet Products $223 $215 3.6% 0.8%
Automotive Accessories $389 $377 3.0% 1.3%
Boats and Vehicles $501 $496 1.0% 1.7%
Other $1,179 $1,157 2.0% 4.0%
Total $29,155 $28,445 2.5% 100.0%

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