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One Quarter of Kids’ Goods Are Licensed, NPD Finds

One quarter of all children’s products feature a licensed property, according to a recent study by The NPD Group.

License Global

May 17, 2018

1 Min Read

According to The NPD Group’s findings, children, ages 3-5, represented the largest age group for licensed sales based on units sold at roughly 30 percent. Toys, games and puzzles, arts and crafts and health and beauty were also over-indexed amongst this group. Children, ages 6-8, were the second largest group, with a 23 percent share of the children's licensing market. They were widely represented in the fashion accessories, apps/in-app purchases and school supplies categories. Star Wars was the most popular property in this age range.

Across all segments, clothing captured the most significant share of product sales, followed by toys, games & puzzles, party supplies or costumes and books.

The Top 5 Licenses across all ages and industries include “Paw Patrol,” Frozen, Mickey Mouse, National Football League and Star Wars.

“There is a lot of fluidity in the kids’ licensing market, and understanding the differences among age groups is critical to finding opportunities,” says Juli Lennett, senior vice president and toys industry advisor, The NPD Group. “Change is only growing stronger and faster today, as technology continues to accelerate the pace of trends, and carve out additional ways for consumers to engage. Kids are utilizing more platforms than ever before to interact with their favorite licenses. Finding synergies across industries and extending the life of a license where it makes sense are important avenues for licensors and retailers to pursue.”  

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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