For many years, Kazakhstan was not on the radar of the global licensing industry. But this is starting to change.
With a population of almost 20 million, growing purchasing power, and a high level of urbanisation, Kazakhstan is becoming a structured, retail-driven market. This makes it more and more ready for licensing.
From our experience in Eastern Europe, Kazakhstan today feels similar to what Ukraine was a few years ago — but with faster digital growth and stronger retail chains. This creates a real opportunity. What makes this market different? Kazakhstan is a market driven by retail.
The Power of Retail Chains
Large chains like Magnum, Small, Skif, Spar, and Anvar do more than just sell products. They shape consumer behaviour. They run promotions, loyalty programmes, and in-store campaigns. Because of this, licensing works very well here.
In Kazakhstan, licensing is not only about brand awareness. It is a tool that helps increase sales directly in stores. Campaigns with characters, collectibles, and promotions are effective and easy for consumers to understand.
From Analysis to Strategy
As part of expanding our work with The Smurfs brand into Kazakhstan, ON Licensing conducted a deep and structured market analysis. This is how we approach new markets. We don’t just bring a brand — we study the market, the consumer, and the local business environment.
Our analysis showed three key things: strong retail, a dominant FMCG sector, and high dependence on imports. Most importantly, it showed that Kazakhstan is not a test market. It is a market where licensing can grow and scale.
Where are the main opportunities?
The best entry point is FMCG. Categories like dairy, confectionery, and beverages are very strong. These products are bought often and are influenced by emotions — especially in family and children’s segments. In these categories, licensing is not just design. It helps sell more products.
At the same time, Kazakhstan depends a lot on imports, especially in toys and confectionery. Consumers already know international brands, and local companies are looking for ways to stand out. This is where licensing becomes very valuable.
Another important area is health & beauty and pharmacy retail. These segments are growing and focusing more on family and children. Licensed brands help build trust and create stronger connections with consumers.
A Digitally Ready Market
More than 90% of people in Kazakhstan use the internet. This makes it a digitally ready market. This allows licensing to go beyond products. Brands can use digital tools like gamified promotions, loyalty apps, and online engagement. This means that even simple FMCG campaigns can become more powerful with digital support.
From Expansion to Action
After successful projects in Ukraine in FMCG, retail, and health & beauty, expanding into Kazakhstan was a natural step for ON Licensing. As part of this, we expanded our collaboration with The Smurfs into Kazakhstan. This is not a short-term project, but a long-term strategy.
We focus on working with local partners, adapting to the local market, and integrating into retail systems. We do not simply copy global strategies — we adjust them to the market.
Why Now?
Kazakhstan is at an important stage. It is not an early market anymore, but it is still not saturated. Local companies are looking for new ways to compete, and consumers are open to licensed products. This creates a rare moment — a market that is ready to grow, but still open for new players.
Looking Ahead
Kazakhstan is not just an opportunity. It is a market where licensing can deliver real results. For companies that are ready to adapt, build local partnerships, and work closely with retail, the potential is strong.
