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Licensing is a powerful way to bring fresh, unique, and trendy designs to your garment-printing operation. Read on to learn more about this competitive and rewarding market and how it can help your business grow.
By Lori Leaman
The licensing industry covers a range of markets, from non-profit organizations to art to trademarks/brands and more. Table 1 presents a comparison of the markets by estimated royalties paid for use of licensed properties in 2005. According to LIMA data, the dominant categories include characters (entertainment, TV, movie), followed by corporate (trademarks and brands), and then fashion. The entertainment category accounts for approximately 44% of all licensing sales in the US, according to Riotto. Trademarks/brands take second place with an 18% share of the market, and the fashion and sports categories tie for third place with 14% each of the market share.
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Table 1 |
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Property Type |
Estimated Royalties Paid for Use of Licensed Properties ($ millions)
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Character (entertainment, TV, movie) |
2626
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Trademarks/brands |
1086
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Fashion |
822
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Sports (leagues, individuals) |
810
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Collegiate |
203
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Art |
175
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Music |
128
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Publishing |
41
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Non-profit (museum, charities) |
43
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Other |
18
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Source: International Licensing Industry Merchandisers' Association, New York, NY |
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