Brand Licensing Market Size & Analysis for North America, Europe, APAC, South America, Middle East and Africa - US, UK, France, Germany, China – 2025-2029

Brand Licensing Market Size 2025-2029

The Brand Licensing market is expected to grow significantly, with a forecasted increase of USD 80-120 billion at a CAGR of 3%-5% from 2025 to 2029. Exact values for this market can be accessed upon purchasing the report.

The brand licensing market continues to thrive, with companies leveraging intellectual property (IP) to expand brand reach across diverse industries like fashion, entertainment, and sports. Licensing allows companies to produce and sell products under the brand names of others, driving revenue without significant investment in manufacturing and distribution. The growing demand for branded merchandise, especially in the entertainment and clothing sectors, is expected to propel market growth. Moreover, the rise of digital platforms, e-commerce, and social media is creating new opportunities for licensing, particularly with influencers and celebrities. As consumer demand for trusted brands continues to rise, licensing remains a strategic tool for enhancing market visibility and consumer loyalty.

To access the full market forecast and comprehensive analysis, Buy Now

Segmentation of the Market

The market research report offers comprehensive insights across various segments, providing forecasts and estimates in USD billion for the period from 2025 to 2029.

By Type

• • Apparel
  • Toys
  • Accessories
  • Home Decoration
  • Software/Video Games
  • Food and Beverage
• By Application
  • Entertainment
  • Corporate Trademarks
  • Fashion
  • Sports
• By Geography
  • North America
    • US
    • Canada
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
  • Europe
    • Germany
    • UK
    • France
  • South America
    • Brazil
  • Middle East and Africa

Market Dynamics

Key Drivers

• Increasing Demand for Branded Merchandise: As consumers place greater value on well-known brands, the market for branded products in various sectors like fashion, entertainment, and sports continues to expand.
• Expansion through Digital Platforms: The rise of digital and social media platforms has fueled brand visibility, especially with influencer-driven collaborations and virtual experiences.
• Consumer Engagement in Entertainment and Sports: Licensing of characters, logos, and athlete endorsements from globally recognized franchises is driving significant market growth, especially in sectors like toys, apparel, and merchandise.

Key Trends

• Premiumization of Licensing Deals: As companies seek to extend brand equity through higher-quality licensed products, premium and limited-edition offerings are becoming more popular.
• Emergence of Licensing for Digital Products: Video games, software, and digital goods are increasingly involved in licensing deals, especially in the tech-savvy entertainment sectors.
• Environmental and Sustainability Focus: As sustainability becomes a key concern for consumers, companies are introducing environmentally friendly licensed products.

Challenges

• Complex Licensing Agreements: Global brands face challenges in managing licensing agreements across multiple markets, especially with varying legal frameworks and consumer behaviors.
• Intellectual Property Protection: Trademark infringement and counterfeiting remain ongoing issues, leading to potential revenue loss.
• Market Saturation: The risk of over-licensing could dilute the value of a brand if products are too widely available, lowering exclusivity and prestige.

Competitive Landscape

Several leading companies are shaping the brand licensing market with innovative partnerships, expanding product categories, and exploring new geographical markets:

• The Walt Disney Company
• Dotdash Meredith
• Authentic Brands Group
• Warner Bros. Consumer Products
• Universal Brand Development
• PVH Corp.
• Hasbro
• The Pokémon Company International
• Mattel
• Bluestar Alliance
• Paramount Consumer Products
• WHP Global
• General Motors
• Electrolux
• Stanley Black & Decker

Market Scope

For further information, Get Free Sample

How the Benefits of a Technavio Market Research Report Can Empower Your Business

Technavio’s reports provide a range of market insights, including:

• A detailed analysis of the market, featuring market size, growth rate, segmentation, and regional performance
• In-depth analysis of the drivers, challenges, and other dynamics that will impact the growth of the market
• Predictions about upcoming trends and changes in consumer behavior
• Detailed information on key market players, including market positioning, product offerings, and more

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

• 2.2 Criticality of inputs and factors of differentiation
  • Overview on criticality of inputs and factors of differentiation

• 2.3 Factors of disruption
  • Overview on factors of disruption

• 2.4 Impact of drivers and challenges
  • Impact of drivers and challenges in 2024 and 2029

3 Market Landscape

• 3.1 Market ecosystem
  • Parent Market
  • Data Table on - Parent Market

• 3.2 Market characteristics
  • Market characteristics analysis

• 3.3 Value chain analysis
  • Value chain analysis

4 Market Sizing

• 4.1 Market definition
  • Offerings of companies included in the market definition

• 4.2 Market segment analysis
  • Market segments

• 4.3 Market size 2024

• 4.4 Market outlook: Forecast for 2024-2029
  • Chart on Global Market - Market size and forecast 2024-2029 ($ billion)
  • Data Table on Global Market - Market size and forecast 2024-2029 ($ billion)
  • Chart on Global Market: Year-over-year growth 2024-2029 (%)
  • Data Table on Global Market: Year-over-year growth 2024-2029 (%)

5 Historic Market Size

• 5.1 Global Market 2019 - 2023
  • Historic Market Size - Data Table on Global Market 2019 - 2023 ($ billion)

• 5.2 Segment Analysis 2019 - 2023
  • Historic Market Size – Segment Analysis 2019 - 2023 ($ billion)

• 5.4 Geography segment analysis 2019 - 2023
  • Historic Market Size - Geography Segment 2019 - 2023 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on the Global Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2024 and 2029

• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2024 and 2029

• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2024 and 2029

• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2024 and 2029

• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2024 and 2029

• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2024 and 2029

• 7.7 Market condition
  • Chart on market condition - Five forces 2024 and 2029

8 Market Segmentation

• 8.1 Market segments
  • Chart on Segmentation - Market share 2024-2029 (%)
  • Data Table on Segmentation - Market share 2024-2029 (%)

• 8.2 Segment Comparison
  • Chart on Comparison
  • Data Table on Comparison

• 8.3 Segment Market Opportunity
  • Market opportunity ($ billion)
  • Data Table on Market Opportunity ($ billion)

9 Customer Landscape

• 9.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

10 Geographic Landscape

• 10.1 Geographic segmentation
  • Chart on market share by geography 2024-2029 (%)
  • Data Table on market share by geography 2024-2029 (%)

• 10.2 Geographic comparison
  • Chart on Geographic comparison
  • Data Table on Geographic comparison

• 10.3 Market opportunity by geography
  • Market opportunity by geography ($ billion)
  • Data Tables on Market opportunity by geography ($ billion)

11 Drivers, Challenges, and Opportunity/Restraints

• 11.1 Market drivers

• 11.2 Market challenges

• 11.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2024 and 2029

• 11.4 Market opportunities/restraints

12 Competitive Landscape

• 12.1 Overview

• 12.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation

• 12.3 Landscape disruption
  • Overview on factors of disruption

• 12.4 Industry risks
  • Impact of key risks on business

13 Competitive Analysis

• 13.1 Companies profiled
  • Companies covered

• 13.2 Company ranking index
  • Company ranking index

• 13.3 Market positioning of companies
  • Matrix on companies position and classification

14 Appendix

• 14.1 Scope of the report

• 14.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist

• 14.3 Currency conversion rates for US$
  • Currency conversion rates for US$

• 14.4 Research methodology
  • Research methodology

• 14.5 Data procurement
  • Information sources

• 14.6 Data validation
  • Data validation

• 14.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing

• 14.8 Data synthesis
  • Data synthesis

• 14.9 360 degree market analysis
  • 360 degree market analysis

• 14.10 List of abbreviations
  • List of abbreviations