Super Mario Bros. Action Figures Licensed by Nintendo | Source: Pixabay

Super Mario Bros. Action Figures Licensed by Nintendo | Source: Pixabay

The global licensing industry entered this year coming off of a year of growth.

According to Licensing International’s sixth annual Global Licensing Survey, sales of licensed merchandise and services grew 4.5% to $292.8 billion last year. The survey conducted by Brandar Consulting on behalf of Licensing International shows steady year-over-year growth with a 19% sales boom over the past six years.

Source: Licensing International

Source: Licensing International

“The 2020 Global Licensing Survey underlines the continued growth of licensing in both developed and growth markets, as well as in both historically big and small categories,” says Licensing International President Maura Regan. “The numbers also illustrate the solid foundation that the licensing business model offers to businesses of all sorts as they work through the impacts of coronavirus this year and eagerly await the ‘next normal’ we all will face.”

Entertainment and character licensing led the charge, accounting for 43.8% of the global licensing market.

Toys held 12.2% of the total market, with a slight growth of 1.2% in retail sales of licensed toys and games last year.

The full report goes into massive detail on global licensing data and is available for purchase via Licensing International.