Licensed Toy Market
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The global licensed toy market was valued at USD 28.9 billion in 2023 and is estimated to grow at a CAGR of over 4.7% from 2024 to 2032.
It is true that technologies such as AR, VR, or AI are becoming an integral part of licensed toys for kids. All these technologies help to enhance the interactivity and interconnectivity of the toy, implying an appeal to a more technologically accomplished demographic, which includes the ever-growing collector community comprising of adults who are fond of thrilling franchises, including Star Wars, Marvel, or Harry Potter. Limited edition niche collectibles for movies, games, and anniversaries are increasingly becoming popular, and the market for such keeps expanding.
| Report Attribute | Details |
|---|---|
| Base Year: | 2023 |
| Licensed Toy Market size in 2023: | USD 28.9 Billion |
| Forecast Period: | 2024 – 2032 |
| Forecast Period 2023 - 2032 CAGR: | 4.7 |
| 2023 Value Projection: | USD 44.1 Billion |
| Historical Data for: | 2021 - 2023 |
| No of Pages: | 220 |
| Tables, Charts & Figures: | 180 |
| Segments Covered: | Product Type, Price Range, Age Group, End-Use, Distribution Channel, and Region |
| Growth Drivers: |
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| Pitfalls Challenges: |
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This trend seems to be repaid by the parents as they appreciate branded educational toys and, for example, endorse Lego Education or PBS Kids due to its effective fusion of fun and brain-enhancing entertainment, especially STEM learning.
E-commerce now controls the global toy market, which offers more expansive access to licensed toys' revenue. Selling exclusives online, such as through Amazon and Walmart, has improved sales. Likewise, cross-linking of licensed toys from movies, TV, games, and other social media has proven most profitable. Multi-platforming allows sustaining consumers' interests in both franchises and their toys.
Less established producers usually regard the expenses of purchasing licensing rights for famous franchises to be very high and refrain from entering the market. Moreover, the proliferation of fake toys in the Asian markets devastates the reputation of a brand and causes substantial revenue losses to the manufacturers of licensed toys.
North America: Hasbro, Mattel, and Funko are North American companies that manufacture licensed toys. They are known for their creativity and are leaders in creating trends. Above all, North American manufacturers set global standards and are at the forefront of the changing global toy industry. New technology, sustainability, or simply new interactive toys themselves are examples of innovations offered. In the San Diego Comic-Con, D23 Expo, and other fan conventions, licensed toys get enough attention. Such events generate international interest in limited-edition collectibles, which, in turn, boosts the demand for such items in global markets, thus influencing the strategy for ensuring future releases of toys.
Europe: Germany licensed toy market can be regarded as the European center of high-quality toy production. Companies such as Playmobil, Ravensburger, and Schleich also make licensed toys, which enjoy an increasing market acceptance in Germany due to their safety and quality standards. Besides, it is Germany which is propounding greater emphasis on education as well as on skill development, which complements the ongoing increase in demand for licensed STEM-based toys and educational games. In Germany, for example, the LEGO brand and Ravensburger puzzles are very popular, and these toys are licensed products.
Asia Pacific: China’s population growth has led licensed toy industry to an increase in middle-class households. As a consequence, parents have started spending more money on higher-end educational toys. It has led to an increase in demand for well-reputed franchises such as LEGO, Disney, and Marvel. Furthermore, "Pleasant Goat and Big Big Wolf," "Boonie Bears," and "Monkey King" are enabling the increase in demand for licensed toys in China as well as across Asia. As a result, these toys are able to compete with the global market.
Middle East: The licensed toy market in Saudi Arabia has been prosperous owing to the increase in demand amongst those aged under fifteen. Toys featuring a collaboration with Disney, Marvel, and Barbie are a great hit. The reach of big retail alternatives like Toys “R” Us or Virgin Megastore, as well as local favorites such as Extra Stores, offers easy access to branded toys. In addition, the malls in the Middle East provide easy access to children’s toy brands as well.
The market highlights a competitive environment bursting with players that run the gamut from international corporations to local producers and niche businesses. Such companies include The LEGO Group, Mattel, Hasbro, the Bandai Namco Holdings Incorporation, and Spin Master Corporation, which command a high market share due to their extensive portfolio and their strong brand equity. The e-commerce boom has expanded online sales channels so that brands access more audiences and can increase customer interaction through digital marketing.
Major players operating in the licensed toy industry are:
Market, By Product Type
Market, Price Range
Market, Age Group
Market, End-Use
Market, Distribution Channel
The above information is provided for the following regions and countries:
The U.S. licensed toy market recorded around USD 6.1 billion in revenue in 2023 and is projected to grow at a 4.8% CAGR from 2024 to 2032, supported by the presence of entertainment giants like Disney, Warner Bros., and Marvel Studios.
The global licensed toy industry was valued at USD 28.9 billion in 2023 and is estimated to grow at a 4.7% CAGR from 2024 to 2032, driven by the integration of advanced technologies like AR, VR, and AI.
The action figures segment generated approximately USD 6.6 billion in revenue in 2023 and is expected to grow at a 5.4% CAGR from 2024 to 2032, fueled by the popularity of franchises like Marvel, DC Comics, Star Wars, and Transformers.
Key players in the industry include Bandai Namco Holdings Inc., Basic Fun!, Fisher-Price (a division of Mattel), Funko Inc., Hasbro Inc., JAKKS Pacific Inc., LEGO Group, Mattel Inc., Mega Brands Inc. (a Mattel subsidiary), and Melissa & Doug LLC.