US: Licensing business jumps five per cent

Upswing in character, trademark/brand, fashion and sports merchandise.
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Sales of licensed products are on the rise for the first time in five years, jumping five per cent in 2011 to an estimated $109.3 billion in the US and Canada, according to LIMA's 2012 industry survey.

The figure is derived from the survey's findings that trademark owners (such as entertainment studios, sports leagues, fashion houses, corporate brand owners and others) generated $5.316 billion in royalties in 2011, up five per cent from royalties generated in 2010.

The numbers were developed by researchers at the Yale School of Management.

Leading the way were sales of entertainment and character related goods - the study's largest category - followed by trademarks/brands, fashion and sports.

"The bottom line is we're seeing a significant growth in licensing across the board," said LIMA president Charles Riotto. "The numbers have not been this strong since 2006. It's apparent that brand owners are seeing licensing as an effective strategic tool to expand their reach into new product categories, and manufacturers and service providers are using it to tap into new revenue streams and capture added sales.

"Major players, as well as smaller ones, are using licensing as a strategic tool in their retail campaigns and overall marketing plan - and it's working."

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