3 AUG 2022

Licensing industry: sales and business revenue grew in 2021

Global sales revenue generated by licensed merchandise and services grew to US$315.5 billion in 2021, a 7.75% increase over the US$292.8 billion generated in 2019, according to Licensing International’s latest study.

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Global sales revenue generated by licensed merchandise and services grew to US$315.5 billion in 2021, a 7.75% increase over the US$292.8 billion generated in 2019. Moreover, industry royalty revenues increased 10.6% to $17.4 billion, according to Licensing International’s annual “Global Licensing Study.”

The Entertainment/Character sector remains the largest property type at US$129.9 billion (a 41% share). The second largest sector was Corporate Brands at US$76.9 billion (a 24% share). Sports was the third largest licensed property type at US$31.2 billion with a 10% share. At the same time, the Fashion category saw sales revenues decline 15.9% to $28.4 billion.

Apparel (14.3%), Toys (13.3%) and Fashion Accessories (10.3 %) continued to stand as the largest product categories in 2021, with Toys (+17.1%) showing strong above-market growth. The top five global licensors are The Walt Disney Company (US$56.2 billion annually), Dotdash Meredith (US$35.9 billion), Authentic Brands Group (US$21.7 billion), WarnerMedia/Warner Bros. Consumer Products (US$15 billion), and The Pokémon Company International (US$8.5 billion). Of the top 88 licensors, 40 bring in at least $1 billion in licensing revenue a year.

In terms of territories, the United States and Canada reported a 59% share of worldwide consumption of licensed goods and services, with US$186.2 billion (up 9.7% from 2019).