BRAND LICENSING MARKET REPORT OVERVIEW

The size of the global brand licensing market was estimated at USD 352 billion in 2024 and is projected to expand at a compound annual growth rate (CAGR) of roughly 4.3% from 2025 to 2033, reaching USD 533 billion.

Leasing or renting an intangible asset is known as brand licensing. It is the process of overseeing and drafting agreements between a person or business and the brand owner. Additionally, brand owners can extend a character or trademark onto whole different types of items by using brand licensing. With this license, a business is authorized by the original owner to manufacture or sell a good or service. The licensor will receive royalties from the sale, and it aids in the production, distribution, promotion, and exchange of the service or product. Additionally, it can be utilized to expand a brand and set things apart from the competition.

The market for brand licensing is fueled by the growing demand for authorized products and brand recognition. The increasing need for digitization is predicted to increase demand for the legal system. Additionally, it is anticipated that the growing revenue stream for licensed businesses will fuel industry expansion. The capacity to meet the newest demands and distribution channels, as well as rising consumer brand recognition, are also anticipated to propel market expansion throughout the course of the forecast year.

COVID-19 IMPACT

Social Distancing Norms Encouraged Legal System Adoption

The COVID-19 pandemic has been shocking and unprecedented worldwide, and demand for trademark licensing has exceeded pre-pandemic levels in every country. The brand licensing market's expansion and demand going back to pre-pandemic levels when the pandemic is finished are the reasons for the abrupt increase in CAGR.

Because of the increasing need for digitization, the COVID-19 pandemic is expected to increase demand for brand licensing. The adoption of the legal system was aided by social distance legislation, which increased demand for digitalization. In several nations, the pandemic has hampered the social structure, health, and financial status. Additionally, COVID-19 had a major impact on the market in a number of ways, including directly changing demand, manufacturing, and supply chains.

Nevertheless, the market saw a decline in consumer buying power, which limited market expansion by reducing non-essential consumerism.

LATEST TRENDS

Rising Demand from Consumer Base for Companies to Boost System Adoption

Brand licensing allows a brand to expand into new categories such as departments of a business or even recent locations. Further, it will enable companies to expand their without high investment in new manufacturing methods is expected to accelerate market growth. This license system also allows brand owners to grow their current and expand into other companies is predicted to accelerate demand for the system. In addition, large companies to small businesses use legal system as a marketing brand extension tool.

BRAND LICENSING MARKET SEGMENTATION

·         By Type

Based on type, the market is divided into apparel, toys, accessories, home decoration, software/video games, food & beverage, and others.

Apparels are the leading part in the type segment.

·         By Application

Based on the application, the market is divided into entertainment, fashion, sports, corporate trademarks/brands, and others.

 Entertainment is the leading segmentation of the application segment. 

DRIVING FACTORS

Growing Demand for Brand Capitalization to Boost Market Growth

The expansion of the brand licensing market is ascribed to the potential for additional income from the company's profitability. Furthermore, it is projected that the industry would expand due to the rising desire to profit from a well-known brand's success. Furthermore, it is expected that a well-known brand linked to the well-liked product will increase the acceptance of the legal system. Sports, entertainment, and corporate brands are among the categories that are increasing the brand licensing market's visibility in consumers' daily lives. Additionally, it is anticipated that the need for trademark licensing technologies would increase due to the growing demand for digitization. It is anticipated that the growing potential for various strategic alliances, including co-branding, will increase demand for the legal system. Furthermore, it is anticipated that the capacity to generate a significant revenue stream through licensing will quicken market expansion over the course of the projection year.  

Rising Need for Brand Awareness to Develop Market Growth

Increasing demand for the licensed brand and growing need for brand awareness are projected to drive market growth. Further, growing number of materialism industry and high penetration of e-commerce platforms is expected to boost demand for brand licensing. The market is projected to witness a significant growth due to rising need for revenue for licensed companies is projected to increase market growth.  The ability to generate additional revenue and diversify revenue streams is predicted to boost the legal system adoption. The increasing brand awareness among consumers along with the ability to enter new markets and distribution, is expected to propel the market growth during the forecast period.    

RESTRAINING FACTORS

Critical licensing programs may hinder market growth. Further, lack of knowledge is predicted to restrict brand licensing market adoption among consumers. High investments are expected to hamper the market growth during the forecast period.

BRAND LICENSING MARKET REGIONAL INSIGHTS

Because of the growing amount of literary output, North America is anticipated to have the greatest market share for brand licensing. It is anticipated that technological advancements and the expansion of reputable entertainment sectors will accelerate market expansion. Furthermore, the region's market is anticipated to increase rapidly due to the region's rapidly expanding population and rising desire for consumerism. It is anticipated that thriving businesses in sectors like media and entertainment will contribute to regional development.

Because of its large population and steady economy, Asia Pacific is predicted to grow significantly. Additionally, it is anticipated that new market participants would increase demand for brand licensing. Additionally, the emergence of collaborative innovations and growing influence from development are anticipated to drive market expansion. Furthermore, it is anticipated that the development of a more dynamic and novel role for the user in the intelligent environment would boost market acceptance during the projection period.

KEY INDUSTRY PLAYERS

Leading Players Adopt Collaboration Strategies to Stay Competitive

The report covers information about the list of market players and their latest development in the industry. The information includes mergers, partnerships, acquisitions, technological developments, and production lines. Other aspects examined for this market include complete research on companies producing and introducing the latest products, regions they conduct their operations in, automation, technology adoption, generating the most revenue, and making a difference with their products.

List of Top Brand Licensing Companies

• The Walt Disney Company (U.S.)
• Meredith Corporation (U.S.)
• PVH Corp. (U.S.)
• Iconix Brand Group (U.S.)
• Authentic Brands Group (U.S.)
• Universal Brand Development (U.S.)
• Nickelodeon (ViacomCBS) (U.S.)
• Major League Baseball (U.S.)
• Learfield IMG College (U.S.)
• Sanrio (Japan)
• Sequential Brands Group (U.S.)
• Hasbro (U.S.)
• General Motors (U.S.)
• National Basketball Association (U.S.)
• Electrolux (Sweden)
• National Football League (U.S.)
• WarnerMedia (U.S.)
• The Pokémon Company International (Japan)
• Procter & Gamble (U.S.)
• Ferrari (Italy)
• Ralph Lauren (U.S.)
• Mattel (U.S.)
• Ford Motor Company (U.S.)
• BBC Worldwide (U.K.)
• The Hershey Company (U.S.)
• Stanley Black & Decker (U.S.)
• PGA Tour (U.S.)
• National Hockey League (U.S.)
• Sunkist Growers (U.S.)
• WWE (U.S.)

INDUSTRIAL DEVELOPMENT

In March 2019 – Nickelodeon SpongeBob collaborated with Marlou Breuls. This collaboration creates a unique, authentic, and creative partnership between fashion designers. Further, this collaboration is also about to enhance company’s portfolio.

REPORT COVERAGE

This research profiles a report with general studies that explain the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by examining the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, and others. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.