The Business Research Company’s report on the Brand Licensing Market provides insights into the global market size, growth rate, regional distribution, competitive landscape, key segments, emerging trends, and strategic opportunities.
How are market drivers shaping the future growth trajectory of the brand licensing industry?
The increasing demand for consumerism is expected to propel the growth of the brand licensing market going forward. Consumerism is the social and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts. The growing demand for consumerism is driven by higher disposable incomes, greater access to products, and changing lifestyle preferences, leading people to buy more goods and services. Brand licensing supports consumerism by enabling companies to expand their brand reach, enhance product differentiation, strengthen customer loyalty, and justify premium pricing. By leveraging well-known brand names, businesses can make products more desirable, increase market accessibility, and drive consumer demand, ultimately encouraging greater purchasing behavior. For instance, according to the Bureau of Labor Statistics, a US-based government agency, in 2023, the average annual consumer expenditure reached $77,280, reflecting a 5.9% increase compared to 2022. Therefore, the increasing demand for consumerism is driving the growth of the brand licensing market.
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What is the estimated market size of the brand licensing sector by 2029, based on current forecasts?
The brand licensing market size has grown strongly in recent years. It will grow from $295.26 billion in 2024 to $312.79 billion in 2025 at a compound annual growth rate (CAGR) of 5.9%. The growth in the historic period can be attributed to the rise in consumer demand, growth in e-commerce adoption, increase in sports licensing, surge in global franchising, and expansion of digital branding.
The brand licensing market size is expected to see strong growth in the next few years. It will grow to $390.83 billion in 2029 at a compound annual growth rate (CAGR) of 5.7%. The growth in the forecast period can be attributed to growing digital content licensing, rising demand for brand marketing, expansion of virtual branding, rising corporate brand extensions, and rising celebrity endorsements. Major trends in the forecast period include technological advancements, AI-powered licensing solutions, blockchain-enabled brand protection, integration of NFTs in licensing, and hybrid licensing models.
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Who are the top players in the brand licensing market?
Major companies operating in the brand licensing market are General Motors, The Walt Disney Company, Procter & Gamble, Warner Media Inc., Paramount Global, Electrolux, Major League Baseball, National Football League, The Pokémon Company International, PVH Corp., Hasbro Inc., Ferrari, Meredith Corporation, Learfield IMG College, Sanrio Co. Ltd., Authentic Brands Group, Sequential Brands Group, Iconix Brand Group, BlueStar Alliance, Universal Brand Development.
What are the major trends in the brand licensing market?
Major companies operating in the brand licensing market are leveraging strategic expansion initiatives to enhance product performance, strengthen brand value, and increase consumer engagement. Strategic expansion initiatives in brand licensing help businesses increase market presence, enhance brand value, and drive revenue growth by reaching new consumers and markets. For instance, in February 2025, Citgo Petroleum Corporation, a US-based fuel industry company, launched a strategic brand licensing program to expand into five new US markets, such as Arizona, Colorado, New Mexico, Nevada, and Utah. The program enables qualified marketers and retailers to source their gasoline while leveraging CITGO’s TriCLEAN additive system, a TOP TIER-designated fuel with 50% more cleaning agents. Additional states are being considered for future expansion.
Which geography holds the highest brand licensing market share?
North America was the largest region in the brand licensing market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the brand licensing market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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How do different segments contribute to the overall expansion of the brand licensing market?
The brand licensing market covered in this report is segmented –
1) By Types: Apparels, Toys, Accessories, Home Decoration, Software Or Video Games, Food And Beverage, Other Types
2) By Application: Entertainment, Corporate Trademarks Or Brand, Fashion, Sports, Other Applications
3) By End-user: Retail And E-commerce, Media And Entertainment Companies, Sports Teams And Leagues, Luxury Brands, Consumer Goods Manufacturers, Automotive And Accessories
Subsegments:
1) By Apparels: Casual Wear, Sportswear, Footwear, Innerwear, Kidswear, Formal Wear
2) By Toys: Action Figures, Dolls And Plush Toys, Educational Toys, Board Games And Puzzles, Electronic Toys, Collectibles
3) By Accessories: Watches, Bags And Backpacks, Eyewear, Jewelry, Footwear Accessories, Headwear
4) By Home Decoration: Furniture, Wall Art And Posters, Bedding And Linens, Kitchenware, Lighting, Rugs And Carpets
5) By Software Or Video Game: PC And Console Games, Mobile Games, Virtual Reality (VR) And Augmented Reality (AR) Games, Educational Software, Game Merchandise, Subscription-based Gaming
6) By Food And Beverage: Packaged Foods, Beverages, Confectionery And Snacks, Dairy Products, Frozen Foods, Fast Food Chains
7) By Other Types: Automobiles, Theme Parks And Attractions, Stationery And School Supplies, Fitness And Sports Equipment, Beauty And Personal Care, Pet Products
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What defines the structure and scope of the brand licensing market?
Brand licensing refers to a strategic partnership where a brand owner (licensor) grants permission to another party (licensee) to use their brand assets, such as trademarks or logos, in exchange for royalties or fees. This arrangement allows licensees to leverage the brand’s reputation while licensors expand their market presence without additional production costs.
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