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MARKET OVERVIEW

1.1 Definition and scope of study

Licensed toys refer to those toys for which manufacturers use well-known names and images, usually from film studios and animated films, to increase their sales. These products are all those for which a contract to transfer the rights to use the trademark has been signed by the company owning the rights and the company producing the toy.  

The most popular licensed toys are those inspired by Disney, Marvel or Pixar characters as well as Harry Potter and Pokémon, and the categories of toys included in this market are the most diverse: plush toys, dolls, constructions, board games, etc. Despite this, the scope of this market will not take into consideration licensed video games, the main competitors of the traditional games mentioned above. 

At a European level, toys are the most significant category of licensed children's products and the European licensed toy market appears to be dominated by the UK, Spain and Italy, the three countries most open to the use and purchase of products with IP rights.

The Italian market for licensed toys is going through a strong growth phase: between 2019 and 2021, in fact, this segment grew at a significantly higher rate than the overall toy market. In particular, after a slightly negative phase due to the Covid-19 pandemic, this market is also slowly rebounding and growth is expected to be particularly affected by the transfer of many movie releases to streaming platforms such as Disney + or Netflix, although properties belonging to the traditional TV sector will continue to make up a substantial part of the market. In particular, some examples of IP that are driving the growth of the Italian market are Harry Potter.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Reviews (5)

The performing arts market - France

Publicado en 22/09/2022 by Anais Reteux

Etude généraliste mais très bien réalisée du marché du spectacle vivant dont on trouve assez peu d'analyse aussi complète (même si tout n'est pas évoqué ici). Je ne mets pas 5 car le prix ne rend pas forcément l'étude accessible à tous.


Businesscoot Response:

Merci infiniment Anaïs pour votre retour. Nous sommes ravis d'avoir été à la hauteur de vos attentes!

The holiday rental market - France

Publicado en 26/04/2022 by MATTHIEU VANDERPERRE - ETS VANDERPERRE

I am very satisfied with the contents of the study which will come to enrich my file of request for financing for a project related to the seasonal hiring

The board game market - France

Publicado en 13/01/2022 by E Lemarois

Quite complete but lacks data on the categories of game buyers (age, gender, socio-professional category...)


Businesscoot Response:

Hello Etienne, Thank you for your feedback on our study. We are planning to update it taking into account your remarks, we will keep you informed as soon as it is available.

The board game market - France

Publicado en 13/01/2022 by Nicolas Silvani - LudoTech

A good overview of the market that doesn't neglect new market developments and at an affordable price. I am interested in a more in-depth study of new trends and players.


Businesscoot Response:

Hello Nicolas, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The performing arts market - France

Publicado en 30/12/2021 by Manuel Garry

The study is well structured and covers all aspects in a comprehensive manner. However, it is more like an aggregation of the main elements of a few studies than a real analysis of the sector (4 to 5 sources represent 90% of the study). The study is not aimed at connoisseurs but rather at people who are new to the sector, which makes the analysis a little expensive in relation to its contribution.


Businesscoot Response:

Hello Manuel, Thank you for your feedback. It is precisely our positioning to make synthetic studies on targeted markets. We hope that it has been useful to you. :)