Potential markets for toy licensing emerge

Global SourcesUpdated on 2023/12/01

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Disposable income contributes to an increase in toy licensing trends.

Toy licensing market. Source: Euromonitor

According to market research firm Euromonitor, from 2009 to 2014, there was an increased penetration of licensed toys in almost all markets due to marketing strategies such as movie releases, which resulted to increased sales.

The US is still the largest toy licensing market, while half of the top 10 most heavily licensed toy markets are in the Asia Pacific region.

Emerging markets, including the Philippines, India, and Malaysia, are expected to enjoy an increase in annual disposable income from 2014 to 2030, making them fertile for the growth of licensed toys. China is another developing economy that has a promising growth potential, and is expected to be the third largest licensed traditional toys and games market worldwide by 2019.

The India toy licensing market continues to grow due to consumers being exposed to global and domestic characters through media. Superhero mainstays like Superman and Spiderman are rather popular. Local characters Chhota Bheem and Bollywood personality Krrish are will also release licensed toys.

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Potential markets for toy licensing emerge

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