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Worldwide Retail Sales of Licensed Merchandise

Global retail sales of licensed merchandise reached $171 billion in 2017, according to TLL’s Annual Licensing Business Survey.

Licensed sales grew 2.4% from 2016, a slightly slower rate of growth than the 2.7% observed in 2016 and 2015. Overall, growth was tempered with 59% of the top 50 countries whose licensed retail sales activity TLL measures observing slower licensed growth rates compared to GDP.

Retail Sales of Licensed Merchandise, Worldwide, by Territory, 2016–2017
Note: Numbers may not add up exactly due to rounding.
(Figures in Millions)
Territory Retail Sales, 2017 Retail Sales, 2016 Change, 2016–2017 Market Share, 2017
U.S./Canada $109,010 $106,538 2.3% 63.6%
Europe $33,596 $32,881 2.2% 19.6%
Western Europe $33,033 $32,335 2.2% 19.3%
Central & Eastern Europe $563 $546 3.1% 0.3%
Asia $21,032 $20,335 3.4% 12.3%
Australia/New Zealand $2,330 $2,319 0.4% 1.4%
Latin America $4,149 $4,075 1.8% 2.4%
Middle East & Africa $970 $958 1.2% 0.6%
Other $391 $389 0.5% 0.2%
Total $171,478 $167,496 2.4% 100.0%


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