Licensed merchandise: a positive trend

Despite sales difficulties in the early summer months, licensed articles continue to play a major role in the toy market throughout Europe. In particular, sales were boosted by mega-successful movies in the summer.

EU5

While in the EU5 the license trade only accounted for around 23% of sales in 2019, it is currently around 27%. In recent years, therefore, an impressive growth of around four percentage points could be recorded for licensed toys.

The countries with the highest market share of licensed products are Spain and the UK, while France has the lowest share at 25% in 2023. +

Pokémon in the top 5 in most countries

Pokémon is worth around EUR 245 million in the EU5 so far in 2023 and has grown by +27%, making it the largest property in terms of value size and value growth. The performance is across Europe, where Pokémon is in the top 5 in most countries.

Movies, video games, and sporting events all contribute to license growth.

Read the article for more detailed information.

Source: Toy World Magazine September 2023 via  https://issuu.com/articles/30665397