UK licensing worth over £2 billion

The NPD's license tracker values the market at £2.4 billion.
Publish date:
Social count:

The licensing market in the UK is worth a staggering £2.4 billion in the 12 months to June 2007, according to the latest figures released by NPD at Brand Licensing Europe today.

This figure, which is based on a market aimed at kids between 0 and 14, equates to an annual spend of £214 per child on licensed products or £4.11 per week.

Of the total spend on girls, 19 per cent is in the form of licensed products while for boys it is 23 per cent.

TV based licensed products are heavily influential, making up 61 per cent of licensed products bought for girls and 53 per cent for boys.

Alternatively, film based licensing spend on boys is 24 per cent while for girls it is only five per cent.

Woolworths is still considered the largest licensing retailer in the UK, selling more than a fifth of the total market. Its licensing sales also went up by five per cent this year.

Overall, licensing spend on toys has grown 13 per cent in the last year. Spending on the core market, which is boys between three and seven, is up by six per cent on last year while film licensing has grown by 11 per cent.

Four year-olds, the market's peak age, received 12 per cent of all money spent on licensing while children between the ages of three to seven received half of all the spend. On average, each four year-old receives 84 licensed products every year.


5_Matalan, small.jpg

Good value

The rise of value retailers and their impact on licensed brands.

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.