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Strategy Briefing

Key Global and Regional Trends Shaping Toys Licensing

42 pages, Sep 2015

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Licensing is a key parameter for toys sales globally. Half of the top 10 most heavily licensed toys markets are in Asia Pacific, while the US is the world’s largest. As Frozen took the industry by storm, 2014 was a particularly good year in toys licensing. As the power of social media in creating successful properties becomes more pronounced and with the much-anticipated Star Wars movie in the pipeline for 2015, the stakes could not have been higher, presenting great opportunities and risks.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Toys are very licence driven

Licensing is an extremely important area driving sales and new product launches within toys. The penetration of licensed toys in overall toy sales increased across almost all countries over 2009-2014.

“Frozen” franchise takes the industry by storm

Frozen was one of the biggest film releases of 2013, and its popularity spilled over into 2014 making it by far the most successful property of the year. The movie’s unprecedented popularity surpassed all expectations taking the industry by surprise while driving licensed toys sales in many markets.

Half of the top 10 most heavily licensed toys and markets globally are in Asia Pacific

South Korea, Indonesia and Singapore are the top three countries in terms of licensing penetration, with more than 40% of toys being licensed properties in 2014. Japan is the largest licensed toys market in the region in actual terms, with a value just under US$1.7 billion in 2014, accounting for 35% of Asia Pacific’s total sales.

The US is the origin of many international licences

Through the influence of its Hollywood blockbuster movies, the US has a huge impact on global toy licensing trends. It is also the world’s biggest licensed toys market, penetration of licensed properties in toys reached 27% in 2014 translating into almost US$5.9 billion in absolute value sales.

2015 holds great potential

While Frozen, Teenage Mutant Ninja Turtles and The LEGO Movie made 2014 a very good year for licensing, the much-anticipated Star Wars as well as Avengers, Jurassic World and Minions movies could make 2015 even more robust.

Creating evergreen properties requires the right approach

Music, family appeal, pre-school targeting, careful timing and intelligent co-branding could hold the key. The importance of social media should also not be underestimated. The unprecedented success of Frozen proves the market is still far from saturation and there is still scope for the development of new properties as well as evergreen franchises.

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Introduction

Scope

Key findings

Toys and games global outlook

Global outlook

Global performance: Emerging regions remain dynamic

Licensing Defined

Licensing

Toys: Very licence driven

Penetration of licensed toys in traditional toys and games

Key Toy Licensing Trends by Region

The US: The origin of many international licences

Case study: US

Western Europe: World’s second largest licensed toy market

Case study: UK

Eastern Europe: Only one fifth of traditional toys are licensed

Case study: Russia

Asia Pacific: World’s most heavily licensed toys regional market

Case study: Japan

Latin America: Action figures, pre-school and dressing-up lead

Case study: Brazil

Licensing: big business

Licence to thrill: Key film releases in 2014

Case study: Frozen frenzy

Case study: Frozen mania

Case study: The LEGO Movie

Case study: Star Wars

Star Wars: A fan base that spans generations

2015 and beyond: Key toys related film launches

2015: A y ear of mega-licensing in toys?

Recommendations and Conclusion

Markets to focus on (1)

Markets to focus on (2)

Do not underestimate the power of social media

What is the right strategy?

Why buy this report?

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Megatrends

Strategy Briefing

Key Global and Regional Trends Shaping Toys Licensing

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Toys are very licence driven

“Frozen” franchise takes the industry by storm

Half of the top 10 most heavily licensed toys and markets globally are in Asia Pacific

The US is the origin of many international licences

2015 holds great potential

Creating evergreen properties requires the right approach

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Toys and games global outlook

Global outlook

Global performance: Emerging regions remain dynamic

Licensing Defined

Licensing

Toys: Very licence driven

Penetration of licensed toys in traditional toys and games

Key Toy Licensing Trends by Region

The US: The origin of many international licences

Case study: US

Case study: US

Western Europe: World’s second largest licensed toy market

Case study: UK

Case study: UK

Eastern Europe: Only one fifth of traditional toys are licensed

Case study: Russia

Case study: Russia

Asia Pacific: World’s most heavily licensed toys regional market

Case study: Japan

Case study: Japan

Latin America: Action figures, pre-school and dressing-up lead

Case study: Brazil

Case study: Brazil

Licensing: big business

Licence to thrill: Key film releases in 2014

Case study: Frozen frenzy

Case study: Frozen mania

Case study: The LEGO Movie

Case study: The LEGO Movie

Case study: Star Wars

Star Wars: A fan base that spans generations

2015 and beyond: Key toys related film launches

2015: A y ear of mega-licensing in toys?

Recommendations and Conclusion

Markets to focus on (1)

Markets to focus on (2)

Do not underestimate the power of social media

What is the right strategy?

Why buy this report?

Want to find out more about this report?

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