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Worldwide

Global Sales of Licensed Goods Reach $163.1 Billion in 2015; Highest Growth in Nearly a Decade

Statistically, 2015 was a banner year for licensing with worldwide retail sales topping $163.1 billion, 2.7% better than the previous year’s $158.8 billion, according to The Licensing Letter’s Annual Licensing Business Survey. But the numbers are a bit deceiving…


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TLL Survey

Entertainment/Character Once Again Fastest-Growing Property Type in 2015

Entertainment/character licensing put on a display of superhero strength and speed in 2015, growing 8.0% to dash past $11 billion in retail sales in the U.S. and Canada, according to The Licensing Letter’s Annual Licensing Business Survey. It was the property type’s third consecutive year of notable growth…


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ENTERTAINMENT/CHARACTER

Star Wars’ Direct Path to the Top of Entertainment/Character

Like the entire entertainment/character universe, which began to grow in 2013 but really took off in 2014, Frozen was introduced with the Disney film in 2013, but did not reach its full potential until 2014, after retailers who were initially caught off guard by the movie’s popularity rushed to catch up. Star Wars, however…


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TLL's 2016 Survey

Art Licensing Up 2.1%; Commercialization is the Name of the Game

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 The Licensing Letter’s Annual Licensing Business Survey


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FOOD/BEVERAGE

Food/Beverage in Strong Demand Amongst Corporate Brands

For the sixth straight year in a row, food/beverage outperformed all other corporate trademark and brand segments with 4.5% growth in 2015. Overall…

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Sports

Trends in Sports Licensing: Women, New Models and Hot Markets

While the extent of growth in retail sales over the past two years (5% in 2014, 4.8% in 2015) may be a bit of an anomaly, the outlook of sports licensing is incredibly positive. The growing popularity of…


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Sports

4.8% Growth in Retail Sales of Sports-Licensed Goods in 2015: Stellar Years for MLB, NBA, NASCAR and MLS

No Olympics? No problem. Sports licensing still thrived in 2015 at just below $14.8 billion in U.S./Canada sales, according to TLL’s Annual Licensing Business Survey. For the second year in a row…


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Royalties

Average Royalty Rates, Guarantees & Advances in the U.S. & Canada Climb Thanks to Entertainment

Royalties on licensed goods in the U.S. and Canada in 2015 started a second decade of long-term stability, once again showing little or no movement. The average royalty in 2015 was…


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Marketing & Promotions

Fewer Marketing Requirements & Shorter Contact Terms

The percentage of respondents saying that they pay into or require a contribution to a CMF, advertising or marketing campaign has dropped. Meanwhile, the average contract length…


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TLL's 2016 Survey

Licensed Product Distribution Grows in Online Channel as Physical Shelf Space Tightens for Smaller Brands

Sales of licensed products in the ecommerce channel continued to grow dramatically in 2015, and while the channel’s rate of growth tapered slightly from 2014, sales of licensed products through online outlets continued to outpace the rate of overall online sales…

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