With so many global issues impacting the brand licensing industry, it’s more important than ever that licensors, manufacturers, retailers, and agents stay informed not only on how various policies and regulations are evolving, but also how consumer behavior is shifting as a result.
Even in times when discretionary spending has declined, licensed products have proven to be resilient. As powerful extensions of beloved brands, licensed products resonate with audiences and are often the difference-maker when purchases are made. In fact, sales of licensed products and services outperformed the overall worldwide retail market in 2023 and in 2022. To connect with consumers as effectively as possible, however, licensing executives need the most up-to-date and in-depth data available.
As the leading trade organization for the $356+ billion global brand licensing industry, Licensing International works year-round to support executives with research from across the globe that addresses relevant categories and territories.
This includes Licensing International’s partnership with London-headquartered market research firm Euromonitor International. Each year, Euromonitor grants access to 25 new reports analyzing market trends, future product demand, and emerging economies. To date, 75 reports have been made available to Licensing International members. Beyond these in-depth reports, Euromonitor International also provides Licensing International with editorials on a quarterly basis. These articles provide deep dives into current trends, opportunities, or obstacles affecting the industry and often feature brand-new data.
Licensing International also works with Dubai-based market research firm BrandTrends, which provides a series of consumer surveys to members twice each year. These reports focus on the awareness, popularity, and appeal of brands for people aged 25 and under in 10 key regions (Australia, Brazil, Canada, China, France, Germany, Italy, Japan, the U.S., and the U.K.). Additionally, BrandTrends has provided reports that focus on several other regions of interest, which are chosen for their growing licensing-related revenue (including India, South Korea, and UAE).
Licensing International is also responsible for one of the widest-ranging studies available to the licensing community, the Global Licensing Industry Study. Conducted by Brandar Consulting, our annual Global Study is an overview of the industry and features revenue figures broken down by country, category, and business segment. The Global Study also includes historical mapping and trend insights to drill down into the areas that impact the business.
The Global Licensing Industry Study is available for free to Licensing International members, as is a webinar breaking down the Global Study. Maura Regan, President of Licensing International, will be presenting the topline report from the 2025 Global Licensing Industry Study at this year’s Licensing Expo in Las Vegas. This exclusive first look at the Global Study will include key figures like the total global sales for licensed merchandise and services in fiscal 2024 and growth in categories like Entertainment, Sports, and Fashion compared to previous years.
Access to this kind of information is crucial for brand owners, manufacturers, and retailers to calibrate their strategies and move forward as effectively as possible. Licensed products allow consumers to engage with their favorite properties in new and innovative ways and, when done successfully, they reinforce the reputation of both the brand and its partners. At Licensing International, our mission is to provide executives with the resources and information they need to strengthen their market presence and create lasting connections with their audiences.
Curated by Elizabeth Foster, VP of Content and Communications at Licensing International
