Coming off a down 2001, the licensing business fared well in 2002. Of course, some of that fortune will roll over to 2003.
All categories, with the exception of fashion, were positive. Although year-over-year estimated worldwide retail sales charts
can be found by category, here's a quick synopsis: The overall industry was up 4.3 percent or $7.2 billion over the same period
last year. Art and Publishing experienced a $1 billion increase (nearly 70 percent of that number can be attributed to the
art business). Brands and Trademarks recorded a 5 percent increase or $1.6 billion. Data for Brands and Trademarks include
sales in collegiate licensing and non-profit; Brands and Trademarks accounts for roughly 65 percent of that number. Character
and Entertainment, very much intertwined, captured 4.4 percent increases (or $1.7 billion for Character and $2.6 billion for
Entertainment), with the success of Spider-Man and the superhero genre leading the way. Online and Interactive continues to
gain ground with a 9.2 percent increase or $.8 billion, even though the category was slightly down last year. The Sports increase
over the same period last year was 8.4 percent or $1.3 billion. If separated, estimated retail sales for the U.S. amount to
approximately $112 billion.
Overall Estimated Worldwide Retail Sales
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The negative in fashion amounted to 5 percent or $2 billion. That comes as no surprise considering that post-9/11, the U.S.
and international territories experienced a stock market decline, ultimately leading to a recession. Trends during such a
time period tended toward well-recognized, dependable brands and necessities; entertainment, which includes TV, movies, sports,
and online/interactive; and publishing. As unemployment boomed, people turned their attention home (call it nesting or cocooning),
and "comfort" and "security" in their surroundings was the urgency.
United States: 2002 Estimated Licensing Revenues By Property Type
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License!'s Industry Annual Report 2003, compiled by License!'s editorial team, aims to serve as a statistical benchmark for
the licensing business. On the pages to follow, editors detail 2002/03 licensing industry happenings and statistical data
in all categories covered on a monthly basis by License!. In addition, License! looks at category/property predictions and
licensing initiatives set to debut in 2004. Retail initiatives, mergers, acquisitions, and store closings from 2002/03 also
are included for reference.
United Kingdom: 2002 Estimated Licensing Revenues By Property Type
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The information contained in this year's License! Industry Annual Report is based upon estimated worldwide retail sales of
licensed products, period ending December 31, 2002, with all channels of distribution reporting in the U.S., Canada, United
Kingdom, Europe, Latin America, and Asia/Pacific Rim. The figures were amassed through statistical and analytical research
firms-incorporating retail and consumer data-as well as License! research conducted throughout 2002 through discussions with
licensors, licensees, licensing consultants, and agents. Retail channels of distribution include domestic retail chains and
international counterparts: department stores (i.e., Federated Department Stores and Saks Inc.), mid-tier stores (i.e., JCPenney,
Kohl's, Mervyn's), specialty/niche stores (i.e., Toys "R" Us, FAO Schwarz, Lowe's Home Center), mass merchants (i.e., Kmart,
Wal-Mart, Target Stores), drug and supermarket independents and chains, and Internet and TV shopping.
Germany: 2002 Estimated Licensing Revenues By Property Type
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2002 data detail estimated worldwide retail sales in the following licensed categories: Art & Publishing, Brands & Trademarks
(including non-profit and collegiate licensing), Character, Entertainment, Fashion (including licensed luxury goods), Online
& Interactive, and Sports. Within each category, worldwide retail sales were measured in the following product classifications:
apparel, accessories, automotive, electronics, food and beverages, footwear, furniture, health and beauty aids, home decor,
housewares, infant and juvenile products, music and video, online/interactive software and hardware, stationery and other
paper products, sporting goods, and toys and games.
Following License!'s collection of data, numbers were compared with The International Licensing Industry Merchandisers' Association
(LIMA) Licensing Industry Survey 2003, which was conducted by research teams from the Yale School of Management and Harvard
Business School. That report detailed 2002 Estimated Licensing Royalty Revenues for U.S., United Kingdom, and Germany in the
areas of Characters (entertainment/TV/movies), Trademarks/Brands, Sports (leagues/individuals), Fashion, Collegiate, Art,
Publishing, Music, and Non-Profit.
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