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TLL Chart

Top Countries by Licensed Retail Sales

Once again, the U.S. led retail sales of licensed merchandise worldwide with 57.8% share of the business in 2017. The top five countries as ranked by retail sales, in fact, generate 78% of all sales. As a group, sales in these countries grew 2.4% in 2017, down from 3% growth in 2016.

For further insight regarding trends driving licensed retail sales, refer to TLL’s analysis on worldwide licensed sales for 2016.

Top 49 Countries Ranked by Retail Sales of Licensed Merchandise, 2016–2017
Note: Numbers may not add up exactly due to rounding.
RankCountryRetail Sales, 2017Retail Sales, 2016Change, 2016–2017Market Share, 2017
1U.S. $99,136 $97,031 2.2%57.8%
2Japan$10,155 $10,125 0.3%5.9%
3Canada$9,874 $9,508 3.9%5.8%
4U.K.$7,737 $7,593 1.9%4.5%
5China (mainland)$7,275 $6,736 8.0%4.2%
6France$6,750 $6,521 3.5%3.9%
7Germany$5,656 $5,507 2.7%3.3%
8Italy$4,434 $4,390 1.0%2.6%
9Brazil$2,106 $2,067 1.9%1.2%
10Australia$2,041 $2,035 0.3%1.2%
11Spain$1,740 $1,716 1.4%1.0%
12Mexico$1,554 $1,520 2.2%0.9%
13Netherlands$1,387 $1,340 3.5%0.8%
14India$864 $811 6.5%0.5%
15Belgium$857 $861 -0.5%0.5%
16Sweden$774 $764 1.3%0.5%
17Taiwan$553 $542 2.0%0.3%
18Turkey$537 $523 2.6%0.3%
19South Africa$521 $522 -0.3%0.3%
20Austria$500 $495 1.0%0.3%
21Switzerland$452 $450 0.5%0.3%
22Denmark$444 $441 0.7%0.3%
23South Korea$426 $413 3.0%0.2%
24Finland$314 $312 0.6%0.2%
25Portugal$298 $287 4.0%0.2%
26Hong Kong$294 $287 2.4%0.2%
27New Zealand$289 $285 1.5%0.2%
28Norway$286 $284 1.0%0.2%
29Greece$221 $220 0.2%0.1%
30Russia$217 $214 1.4%0.1%
31Saudi Arabia$214 $208 2.9%0.1%
32Chile$201 $196 2.6%0.1%
33Ireland/Eire$156 $151 3.8%0.1%
34Argentina$155 $157 -1.0%0.1%
35Poland$130 $126 3.6%0.1%
36Singapore$99 $94 5.0%0.1%
37Philippines$89 $85 4.5%0.1%
38Macau$68 $59 14.0%<0.1%
39Malaysia$67 $64 4.7%<0.1%
40Czech Republic$66 $63 4.5%<0.1%
41Indonesia$66 $63 5.0%<0.1%
42Hungary$60 $58 4.1%<0.1%
43UAE$53 $51 2.6%<0.1%
44Qatar$44 $41 5.3%<0.1%
45Iceland$41 $40 3.0%<0.1%
46Thailand$23 $23 2.2%<0.1%
47Luxembourg$19 $20 -5.0%<0.1%
48Egypt$19 $18 3.8%<0.1%
49Vietnam$14 $12 11.0%<0.1%
Other$2,204 $2,167 1.7%1.3%
Total$171,478 $167,496 2.4%100.0%

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