Toys Account For 45% of Global Market for Licensed Preschool Properties: Report

18 February 2013

According to a new report released last week at TIA’s Content Connection, an educational program for licensors attending the American International Toy Fair, retail sales of licensed merchandise for character-based preschool properties totaled $10.4 billion worldwide in 2012, up 1% over 2011.

“The Global Market for Preschool Properties” research study was presented by the editors of The Licensing Letter and Youth Markets Alert during the seminar held on 10 February 2013 at the Jacob K. Javits Convention Center.

According to the report, toys accounted for 45% of the total on a global scale, up from 38% in 2005. The second largest merchandise category was apparel, accessories, and soft goods (24%), followed by publishing (9%), DVDs (8%), and paid apps/electronic content (5%).

Three preschool properties posted retail sales of licensed merchandise in excess of $1 billion each: Disney’s Winnie-the-Pooh, Sesame Workshop’s Sesame Street, and Nickelodeon’s Dora the Explorer.

In all, 11 properties generated retail sales of licensed goods of $100 million or more. Those properties collectively accounted for 77% of the $10.4 billion in licensed preschool merchandise sold worldwide last year.

In addition to the 11 $100 million-plus properties, the study ranks an additional 120 properties by sales level.

For more information, visit www.epmcom.com/preschool.

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