2009 sales of licensed goods fell for the third time in a row

For the third year in a row sales of licensed goods are down, in 2009 by 10.8% compared to 2008. 2008 saw a 5.8 % decline over 2007.

The U.S. is the largest market for licensed merchandise worldwide, valued at $83.15 billion in 2009 or 56% of global sales of licensed merchandise. Sales in the U.S. declined 11.6%. Western Europe is the second largest territory at 22%, followed by Asia at 12%.

In the U.S. almost half the revenue (46 percent) was generated in the character segment, including all portions of the entertainment business. That segment declined 7.9 percent in 2009 compared with 2008.
Globally, fashion labels dominate the licensing stage, accounting for 23% of retail sales of licensed merchandise. Trademark/brand licensing, which includes food, automotive and other sectors, is second at 21%, and entertainment/character is third at 18%.