Annual LIMA Global Licensing Industry Survey 2016


LIMA has revealed the results of its second Annual LIMA Global Licensing Industry Survey – and it’s good news, with retail sales of licensed product showing a 4.2% increase from 2014.

According to the report – released on the first day of Licensing Expo – retail sales of products bearing cartoon characters, corporate brands, sports teams and more, totalled an estimated $251.7 billion in retail sales in 2015.

The majority of the growth has been driven by entertainment, sports, publishing and celebrity properties.
Royalty revenue grew by 7.8% to $13.9 billion due to a combination of retail sales increase, product mix changes and an increase in the average industry royalty rate to 8.5% from 8.2%.

By category, the licensing industry continues to be dominated by Character & Entertainment, Corporate Trademarks, Sports, and Fashion. Together, they represented 87.7% of all licensing revenues in 2015.

Character & Entertainment, by far the most dominant category, accounted for 45% of retail sales and was more than double the next highest category, Corporate Trademark, at 21%.

The full study – including regional and country by country breakdowns for major markets – will be available later this summer.
It is free of charge to LIMA members and $750 for non members. For full details, head to

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