Summary

The global market for Licensed Entertainment and Character Merchandise was estimated to be worth US$ 166781 million in 2024 and is forecast to a readjusted size of US$ 268876 million by 2031 with a CAGR of 6.8% during the forecast period 2025-2031.
Licensed Entertainment and Character Merchandise refers to a series of products developed and sold under a licensing agreement using the intellectual property (IP) of entertainment franchises or fictional characters. These products are closely cantered on popular media content, such as movies, TV shows, video games, books, and cartoons, and often incorporate iconic character images, logos, or symbolic elements from these works. Some examples of licensed entertainment and character merchandise: Toys, Clothing accessories, Home decoration, Other products. These products not only enrich market choices, but also allow consumers to own and share their passion for their favourite entertainment content in a physical form. Note: In this report, Market Size refers to retail sales.
Over the past decade, the licensed merchandise market has evolved from traditional retail-focused strategies to a complex ecosystem encompassing digital channels, experiential marketing, influencer collaborations, and mobile gaming tie-ins. Major entertainment conglomerates such as The Walt Disney Company, Warner Bros. Discovery, Universal, Hasbro, Mattel, and Nintendo dominate the sector through expansive licensing portfolios. These corporations use both in-house merchandising arms and third-party licensing to commercialize characters from blockbuster franchises such as Marvel, Star Wars, Harry Potter, Pokémon, Barbie, and Super Mario. The market benefits from a “franchise flywheel” approach—where successful entertainment content drives merchandise sales, which in turn reinforce brand visibility and content monetization. This symbiotic relationship has been amplified by the rise of streaming services, which enable continuous exposure to content across multiple demographics and geographies.
Regional Analysis:
North America remains the largest market for licensed character merchandise, accounting for over 35% of the global market share. This dominance stems from a deeply embedded pop culture industry, high per capita consumption, and the presence of major licensing companies. The U.S. market, in particular, thrives on synergy between Hollywood, tech, and retail, supported by expansive retail distribution networks and seasonal promotional cycles. Europe follows closely, particularly in the UK, France, and Germany, where long-standing franchises like Peppa Pig, Harry Potter, and LEGO maintain strong local appeal. Europe’s regulatory environment favors transparency in licensing contracts and child protection, which has encouraged ethical merchandising practices. Asia-Pacific is the fastest-growing region, with countries like China, Japan, South Korea, and India showing exceptional growth in consumption and production of character-based merchandise. Japan’s legacy in anime and manga has created global demand for franchises such as Pokémon, Dragon Ball, and One Piece, while South Korea’s K-pop and drama IPs (e.g., BTS, Squid Game) are rapidly transforming into international merchandise powerhouses. China’s market is expanding due to the rise of local animation studios.
Market Development Opportunities:
Key opportunities lie in direct-to-consumer (DTC) e-commerce, sustainability in merchandise, and cross-industry collaborations. Localization of content and merchandise to suit regional tastes is another promising avenue—local language content, cultural motifs, and regional influencers are helping global IPs resonate more deeply. Brand collaborations with fashion (e.g., Gucci x Doraemon), food (e.g., McDonald's x Marvel Happy Meals), and tech (e.g., Samsung x Star Wars smartphones) allow licensors to break into new product categories.
Risks and Challenges:
Despite its growth potential, the market faces several risks and structural challenges. The oversaturation of licensed products can lead to brand fatigue, where consumers become overwhelmed or disinterested due to constant exposure. Counterfeit merchandise remains a persistent threat, particularly in Asia-Pacific and e-commerce platforms. Unauthorized sellers dilute brand value, create safety risks (especially for children's toys), and hurt legitimate licensee revenues. Inconsistent IP enforcement laws across jurisdictions exacerbate this problem.
This report aims to provide a comprehensive presentation of the global market for Licensed Entertainment and Character Merchandise, focusing on the total sales revenue, key companies market share and ranking, together with an analysis of Licensed Entertainment and Character Merchandise by region & country, by Type, and by Application.
The Licensed Entertainment and Character Merchandise market size, estimations, and forecasts are provided in terms of sales revenue ($ millions), considering 2024 as the base year, with history and forecast data for the period from 2020 to 2031. With both quantitative and qualitative analysis, to help readers develop business/growth strategies, assess the market competitive situation, analyze their position in the current marketplace, and make informed business decisions regarding Licensed Entertainment and Character Merchandise.
Market Segmentation
By Company
The Walt Disney Company
Hasbro
Warner Bros. Discovery
The Pokémon Company
Mattel
Paramount
NBCUniversal
Toei Animation
Sanrio
Authentic Brands Group
WildBrain
Bandai Namco Entertainment
Jazwares
Sony
Spin Master
SEGA Corporation
Toho
Moomin Characters
Alpha Group
Segment by Type
Movies & TV Shows
Animation & Cartoons
Games
Others
Segment by Application
Toys
Apparel
Entertainment & Media
Home Products
Others
By Region
North America
United States
Canada
Asia-Pacific
China
Japan
South Korea
Southeast Asia
India
Australia
Rest of Asia-Pacific
Europe
Germany
France
U.K.
Italy
Netherlands
Nordic Countries
Rest of Europe
Latin America
Mexico
Brazil
Rest of Latin America
Middle East & Africa
Turkey
Saudi Arabia
UAE
Rest of MEA
Chapter Outline
Chapter 1: Introduces the report scope of the report, global total market size. This chapter also provides the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by manufacturers in the industry, and the analysis of relevant policies in the industry.
Chapter 2: Detailed analysis of Licensed Entertainment and Character Merchandise company competitive landscape, revenue market share, latest development plan, merger, and acquisition information, etc.
Chapter 3: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 4: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 5: Revenue of Licensed Entertainment and Character Merchandise in regional level. It provides a quantitative analysis of the market size and development potential of each region and introduces the market development, future development prospects, market space, and market size of each country in the world.
Chapter 6: Revenue of Licensed Entertainment and Character Merchandise in country level. It provides sigmate data by Type, and by Application for each country/region.
Chapter 7: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product revenue, gross margin, product introduction, recent development, etc.
Chapter 8: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 9: Conclusion.

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Table of Contents

1 Market Overview
1.1 Licensed Entertainment and Character Merchandise Product Introduction
1.2 Global Licensed Entertainment and Character Merchandise Market Size Forecast (2020-2031)
1.3 Licensed Entertainment and Character Merchandise Market Trends & Drivers
1.3.1 Licensed Entertainment and Character Merchandise Industry Trends
1.3.2 Licensed Entertainment and Character Merchandise Market Drivers & Opportunity
1.3.3 Licensed Entertainment and Character Merchandise Market Challenges
1.3.4 Licensed Entertainment and Character Merchandise Market Restraints
1.4 Assumptions and Limitations
1.5 Study Objectives
1.6 Years Considered
2 Competitive Analysis by Company
2.1 Global Licensed Entertainment and Character Merchandise Players Revenue Ranking (2024)
2.2 Global Licensed Entertainment and Character Merchandise Revenue by Company (2020-2025)
2.3 Key Companies Licensed Entertainment and Character Merchandise Manufacturing Base Distribution and Headquarters
2.4 Key Companies Licensed Entertainment and Character Merchandise Product Offered
2.5 Key Companies Time to Begin Mass Production of Licensed Entertainment and Character Merchandise
2.6 Licensed Entertainment and Character Merchandise Market Competitive Analysis
2.6.1 Licensed Entertainment and Character Merchandise Market Concentration Rate (2020-2025)
2.6.2 Global 5 and 10 Largest Companies by Licensed Entertainment and Character Merchandise Revenue in 2024
2.6.3 Global Top Companies by Company Type (Tier 1, Tier 2, and Tier 3) & (based on the Revenue in Licensed Entertainment and Character Merchandise as of 2024)
2.7 Mergers & Acquisitions, Expansion
3 Segmentation by Type
3.1 Introduction by Type
3.1.1 Movies & TV Shows
3.1.2 Animation & Cartoons
3.1.3 Games
3.1.4 Others
3.2 Global Licensed Entertainment and Character Merchandise Sales Value by Type
3.2.1 Global Licensed Entertainment and Character Merchandise Sales Value by Type (2020 VS 2024 VS 2031)
3.2.2 Global Licensed Entertainment and Character Merchandise Sales Value, by Type (2020-2031)
3.2.3 Global Licensed Entertainment and Character Merchandise Sales Value, by Type (%) (2020-2031)
4 Segmentation by Application
4.1 Introduction by Application
4.1.1 Toys
4.1.2 Apparel
4.1.3 Entertainment & Media
4.1.4 Home Products
4.1.5 Others
4.2 Global Licensed Entertainment and Character Merchandise Sales Value by Application
4.2.1 Global Licensed Entertainment and Character Merchandise Sales Value by Application (2020 VS 2024 VS 2031)
4.2.2 Global Licensed Entertainment and Character Merchandise Sales Value, by Application (2020-2031)
4.2.3 Global Licensed Entertainment and Character Merchandise Sales Value, by Application (%) (2020-2031)
5 Segmentation by Region
5.1 Global Licensed Entertainment and Character Merchandise Sales Value by Region
5.1.1 Global Licensed Entertainment and Character Merchandise Sales Value by Region: 2020 VS 2024 VS 2031
5.1.2 Global Licensed Entertainment and Character Merchandise Sales Value by Region (2020-2025)
5.1.3 Global Licensed Entertainment and Character Merchandise Sales Value by Region (2026-2031)
5.1.4 Global Licensed Entertainment and Character Merchandise Sales Value by Region (%), (2020-2031)
5.2 North America
5.2.1 North America Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
5.2.2 North America Licensed Entertainment and Character Merchandise Sales Value by Country (%), 2024 VS 2031
5.3 Europe
5.3.1 Europe Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
5.3.2 Europe Licensed Entertainment and Character Merchandise Sales Value by Country (%), 2024 VS 2031
5.4 Asia Pacific
5.4.1 Asia Pacific Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
5.4.2 Asia Pacific Licensed Entertainment and Character Merchandise Sales Value by Region (%), 2024 VS 2031
5.5 South America
5.5.1 South America Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
5.5.2 South America Licensed Entertainment and Character Merchandise Sales Value by Country (%), 2024 VS 2031
5.6 Middle East & Africa
5.6.1 Middle East & Africa Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
5.6.2 Middle East & Africa Licensed Entertainment and Character Merchandise Sales Value by Country (%), 2024 VS 2031
6 Segmentation by Key Countries/Regions
6.1 Key Countries/Regions Licensed Entertainment and Character Merchandise Sales Value Growth Trends, 2020 VS 2024 VS 2031
6.2 Key Countries/Regions Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.3 United States
6.3.1 United States Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.3.2 United States Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.3.3 United States Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.4 Europe
6.4.1 Europe Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.4.2 Europe Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.4.3 Europe Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.5 China
6.5.1 China Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.5.2 China Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.5.3 China Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.6 Japan
6.6.1 Japan Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.6.2 Japan Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.6.3 Japan Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.7 South Korea
6.7.1 South Korea Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.7.2 South Korea Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.7.3 South Korea Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.8 Southeast Asia
6.8.1 Southeast Asia Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.8.2 Southeast Asia Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.8.3 Southeast Asia Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
6.9 India
6.9.1 India Licensed Entertainment and Character Merchandise Sales Value, 2020-2031
6.9.2 India Licensed Entertainment and Character Merchandise Sales Value by Type (%), 2024 VS 2031
6.9.3 India Licensed Entertainment and Character Merchandise Sales Value by Application, 2024 VS 2031
7 Company Profiles
7.1 The Walt Disney Company
7.1.1 The Walt Disney Company Profile
7.1.2 The Walt Disney Company Main Business
7.1.3 The Walt Disney Company Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.1.4 The Walt Disney Company Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.1.5 The Walt Disney Company Recent Developments
7.2 Hasbro
7.2.1 Hasbro Profile
7.2.2 Hasbro Main Business
7.2.3 Hasbro Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.2.4 Hasbro Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.2.5 Hasbro Recent Developments
7.3 Warner Bros. Discovery
7.3.1 Warner Bros. Discovery Profile
7.3.2 Warner Bros. Discovery Main Business
7.3.3 Warner Bros. Discovery Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.3.4 Warner Bros. Discovery Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.3.5 Warner Bros. Discovery Recent Developments
7.4 The Pokémon Company
7.4.1 The Pokémon Company Profile
7.4.2 The Pokémon Company Main Business
7.4.3 The Pokémon Company Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.4.4 The Pokémon Company Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.4.5 The Pokémon Company Recent Developments
7.5 Mattel
7.5.1 Mattel Profile
7.5.2 Mattel Main Business
7.5.3 Mattel Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.5.4 Mattel Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.5.5 Mattel Recent Developments
7.6 Paramount
7.6.1 Paramount Profile
7.6.2 Paramount Main Business
7.6.3 Paramount Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.6.4 Paramount Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.6.5 Paramount Recent Developments
7.7 NBCUniversal
7.7.1 NBCUniversal Profile
7.7.2 NBCUniversal Main Business
7.7.3 NBCUniversal Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.7.4 NBCUniversal Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.7.5 NBCUniversal Recent Developments
7.8 Toei Animation
7.8.1 Toei Animation Profile
7.8.2 Toei Animation Main Business
7.8.3 Toei Animation Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.8.4 Toei Animation Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.8.5 Toei Animation Recent Developments
7.9 Sanrio
7.9.1 Sanrio Profile
7.9.2 Sanrio Main Business
7.9.3 Sanrio Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.9.4 Sanrio Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.9.5 Sanrio Recent Developments
7.10 Authentic Brands Group
7.10.1 Authentic Brands Group Profile
7.10.2 Authentic Brands Group Main Business
7.10.3 Authentic Brands Group Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.10.4 Authentic Brands Group Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.10.5 Authentic Brands Group Recent Developments
7.11 WildBrain
7.11.1 WildBrain Profile
7.11.2 WildBrain Main Business
7.11.3 WildBrain Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.11.4 WildBrain Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.11.5 WildBrain Recent Developments
7.12 Bandai Namco Entertainment
7.12.1 Bandai Namco Entertainment Profile
7.12.2 Bandai Namco Entertainment Main Business
7.12.3 Bandai Namco Entertainment Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.12.4 Bandai Namco Entertainment Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.12.5 Bandai Namco Entertainment Recent Developments
7.13 Jazwares
7.13.1 Jazwares Profile
7.13.2 Jazwares Main Business
7.13.3 Jazwares Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.13.4 Jazwares Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.13.5 Jazwares Recent Developments
7.14 Sony
7.14.1 Sony Profile
7.14.2 Sony Main Business
7.14.3 Sony Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.14.4 Sony Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.14.5 Sony Recent Developments
7.15 Spin Master
7.15.1 Spin Master Profile
7.15.2 Spin Master Main Business
7.15.3 Spin Master Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.15.4 Spin Master Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.15.5 Spin Master Recent Developments
7.16 SEGA Corporation
7.16.1 SEGA Corporation Profile
7.16.2 SEGA Corporation Main Business
7.16.3 SEGA Corporation Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.16.4 SEGA Corporation Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.16.5 SEGA Corporation Recent Developments
7.17 Toho
7.17.1 Toho Profile
7.17.2 Toho Main Business
7.17.3 Toho Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.17.4 Toho Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.17.5 Toho Recent Developments
7.18 Moomin Characters
7.18.1 Moomin Characters Profile
7.18.2 Moomin Characters Main Business
7.18.3 Moomin Characters Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.18.4 Moomin Characters Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.18.5 Moomin Characters Recent Developments
7.19 Alpha Group
7.19.1 Alpha Group Profile
7.19.2 Alpha Group Main Business
7.19.3 Alpha Group Licensed Entertainment and Character Merchandise Products, Services and Solutions
7.19.4 Alpha Group Licensed Entertainment and Character Merchandise Revenue (US$ Million) & (2020-2025)
7.19.5 Alpha Group Recent Developments
8 Industry Chain Analysis
8.1 Licensed Entertainment and Character Merchandise Industrial Chain
8.2 Licensed Entertainment and Character Merchandise Upstream Analysis
8.2.1 Key Raw Materials
8.2.2 Raw Materials Key Suppliers
8.2.3 Manufacturing Cost Structure
8.3 Midstream Analysis
8.4 Downstream Analysis (Customers Analysis)
8.5 Sales Model and Sales Channels
8.5.1 Licensed Entertainment and Character Merchandise Sales Model
8.5.2 Sales Channel
8.5.3 Licensed Entertainment and Character Merchandise Distributors
9 Research Findings and Conclusion
10 Appendix
10.1 Research Methodology
10.1.1 Methodology/Research Approach
10.1.1.1 Research Programs/Design
10.1.1.2 Market Size Estimation
10.1.1.3 Market Breakdown and Data Triangulation
10.1.2 Data Source
10.1.2.1 Secondary Sources
10.1.2.2 Primary Sources
10.2 Author Details
10.3 Disclaimer