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Licensed Toy Market Trends

Report ID: GMI12495
Published Date: Dec 2024
Report Format: PDF

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Licensed Toy Market Trends

Parents are increasingly favoring licensed educational toys associated with brands like Lego Education and franchises such as PBS Kids, as these toys blend entertainment with cognitive and STEM (Science, Technology, Engineering, Math) learning advantages.

E-commerce platforms have transformed the toy industry, providing broader selections and enhanced access to licensed toys. Exclusive online launches and collaborations with major retailers such as Amazon and Walmart have amplified sales. Licensed toys are reaping greater rewards from cross-promotions via movies, TV shows, video games, and social media initiatives. Launching across multiple platforms keeps consumer interest alive in both the franchises and their associated toys.

Smaller manufacturers often find the cost of acquiring licenses for popular franchises to be prohibitive, which restricts their participation in the market. Additionally, the rise of counterfeit toys in Asian markets not only tarnishes brand reputation but also results in significant revenue losses for licensed toy manufacturers.

Authors: Avinash Singh, Sunita Singh

Frequently Asked Questions (FAQ) :

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.

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.

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.