Licensing Industry Gains for Second Year

 

Sales of licensed products climbed for the second consecutive year in 2012, according to the International Licensing Industry Merchandisers’ Association’s 2013 Licensing Industry Survey.

LIMA’s latest annual survey, which is conducted by researchers at the Yale School of Management, shows that trademark owners generated $5.454 billion in royalties in 2012, a gain of 2.5 percent over 2011, for an estimated retail value of $112.1 billion.

The report was released Tuesday at Licensing Expo in Las Vegas, Nev.

The 2013 report shows growth in nearly every licensing category, with entertainment, trademark/brands, fashion and sports merchandise being the key revenue drivers. These four broad-based categories together represented 94 percent of all licensed revenues last year.

“Our 2013 Licensing Industry Survey shows there is a lot to be optimistic about for retailers and companies of all sizes that are leveraging the power of licensing to drive product sales,” says Charles Riotto, president, LIMA. “These latest findings clearly show that licensing is a positive and effective tool across virtually every category of goods.”

Here are some of the highlights from LIMA’s 2013 Licensing Industry Survey:

  • Character-related merchandise: The largest classification, encompassing entertainment, TV, movie and celebrity licensing, and the biggest sales generator in 2012. This category accounted for $2.55 billion in royalties and an estimated $49.3 billion in retail sales, up 2.8 percent from the previous year.
  • Corporate brands: The second largest category in the report, and the one associated with major corporate brands and trademarks, collected $928 million in royalties in 2012, up 2 percent, and an estimated $21.6 billion at retail.
  • Fashion: Royalty revenues for fashion licensing, which includes branded goods of noted designers, increased 3.4 percent last year to $755 million, translating into estimated retail sales of $16.5 billion.
  • Sports: Licensing revenues for major league sports, including leagues and individuals, increased 2.2 percent to $685 million in royalties, for an estimated $12.6 billion at retail. 
  • Art: Licensing revenues for art properties increased 1.5 percent last year to $134 million in royalties, translating into an estimated $3.9 billion at retail.
  • Collegiate: Royalties for college trademarks advanced 1.5 percent to $206 million in 2012 for approximately $3.8 billion in retail sales.

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