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Report: Worldwide Sales Of Licensed Goods Topped $250B In '15

Worldwide retail sales of licensed products in '15 increased 4.2% to $251.7B, according to a study commissioned by the Licensing Industry Merchandisers' Association that will be released today in conjunction with the trade association's annual expo in Las Vegas. The report, prepared by Brandar Consulting for LIMA, attributed much of the growth to entertainment, sports, publishing and celebrity licensed properties. Royalty revenue from '15 licensed-product sales reached $13.9B, a 7.8% increase over $12.9B in '14. The average royalty rate rose from 8.2% to 8.5%.

Entertainment and character licensed properties were the largest category measured, accounting for 45%, or $113.2B in global retail sales. Corporate trademarks generated 21%, or $52.8B; followed by fashion at 11.8% ($29.8B); sports (9.9% or $24.9B); publishing (6.2% or $15.7B); and collegiate licensing (2% or $5B). Among product categories, apparel ($37.9B, or 15.1% of the total), toys ($33.7B, 13.4%) and fashion accessories ($28.5B, 11.3%) continued as the top three in licensed-product sales.

The U.S. and Canada continued to be the two biggest markets for licensed products; sales there increased 3.9% to $145.5B. However, North America’s combined market share dropped slightly, from 58% to 57.7%. Retail sales of licensed goods outside the U.S. and Canada totaled $106.35B, a 4.8% increase from the '14 total of $101.4B. The largest non-U.S./Canada regions for licensed-product sales were Western Europe and Northern Asia.

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