Japan - A Look at the Brand Licensing Market in Japan

With almost $12 billion in retail sales of licensed merchandise, Japan continues to offer significant growth opportunities for entertainment, character and brand licensing.

April 26, 2018

A Look at the Japanese Licensing Market - 2015

With almost $12 billion in retail sales of licensed merchandise, Japan continues to offer significant growth opportunities for entertainment, Market character and brand licensing.

As an introduction to the licensing market in Japan, let us first take a look at its market size. According to LIMA’s annual global licensing survey, Japan is the world’s third largest market for licensed products, following the U.S. and the U.K., and generated nearly $11.9 billion in retail sales in 2015.

The sales grew drastically in 2014, with hit properties like Disney’s Frozen and Dentsu’s “Yo-Kai Watch.” In 2015, sales declined by 2 percent due to the lack of a notable new property. The drop was relatively small, though, considering the extraordinary growth the previous year. This is largely attributed to the unique features of the Japanese market

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