Experiential Licensing: Consumer Fundamentals Falling into Place

New consumerism fuels “experiencing is everything” phenomenon

Today’s consumers are redefining their values and priorities, leading to the birth of a “new consumerism”, while time has become a luxury in our connected world. The experience trend is impacting across many areas from sports and music licensing to licensed themed travel and theme parks.

US dominates sports licensing and licensed music merchandise sales

Globally, sports licensing has registered steady 5% year-on-year growth in the last few years driven largely by licensed sports apparel merchandise sales. Sports licensing is largely constant and does not fluctuate from year to year. In the US, the business is driven mainly by major sports leagues.

Wide range of cross-industry opportunities for licensing

Apparel (menswear, womenswear, childrenswear, accessories) and Footwear, Video Games, Consumer Electronics (headphones/earphones, wireless speakers), Traditional Toys and Games, Personal Accessories (jewellery, bags and luggage, pens), Home and Garden (bed textiles, dinnerwear) are some of the major industries and categories that would benefit further from experiential licensing.

Millennials: A key segment for licensing

Millennials -defined as consumers aged 25-34 years -is a sizeable demographic. It is a key consumer segment for licensing businesses and travel is an important area for them.

Licensing to theme parks brings revenue and brand exposure

Theme parks themselves have become an increasingly important component of many brand licensing strategies in recent years, as licensors search for innovative ways to leverage their property, enhance brand awareness and connect with fans.

New consumerism drives themed travel

Themed travel is part of a phenomenon that is no longer about a property targeting just commercial movie screens or TV series which now includes anything related to the concept of fan engagement from licensed themed flights and holidays to licensed themed hotels and cruises.