Licensed products captured one quarter of unit sales in the U.S. for kids ages 14 and under, according to fourth quarter 2017 findings from the U.S. Kids License Tracker, the latest service from The NPD Group. While present in kids’ lives, kids tend to change interests and age in and out of various licenses as they move through different life stages.
At nearly 30 percent, kids ages 3 to 5 represented the largest age group for licensed sales. The industries that over-indexed in this age group were toys, games, puzzles, arts and crafts, health, and beauty. Paw Patrol captured the largest share of sales in this age group.
The second largest group included kids ages 6 to 8, with 23 percent shares of the kids licensing market. The industries holding the highest share for this age segment were fashion accessories, apps, in-app purchases, and school supplies. Star Wars accounted for the largest share of sales among this age range. In quarter four of 2017, licensed sales for kids amounted to around $17 billion in consumer spending.
Across all industries, clothing captured the largest share of product sales, followed by toys, games, puzzles, party supplies, costumes, and books.