Consumer Products

Global licensed toy industry booming

Led by Disney's Frozen, new data from The NPD Group shows the global licensed toy market continued its hot streak over the past 12 months, with several countries showing double-digit growth.
June 16, 2015

Led by Disney’s Frozen, the global licensed toy industry continued its hot streak over the past year, with significant growth taking place in all the top markets (save Italy) tracked by market research firm The NPD Group. And with licensed toys now accounting for one-third of overall global toy market sales, Disney continues its domination – owning 80% of the top five global licenses and 60% in the US.


Source: The NPD Group

Looking at specific countries, the Mexican licensed toy market, which Kidscreen featured earlier this month, saw the largest growth (15%) over the period of May 2014 to April 2015. Also cracking double-digit growth were Belgium (13%), the UK (13%), Australia (11%) and France (10%).  Not to be outdone, the US and Poland posted strong growth as well, at 7% and 6%, respectively, while Germany and Spain witnessed moderate increases at 2% apiece. Italy (-1) was the only major market to experience a decline in licensed toys sales over the past year, according to NPD.

In the US, Frozen generated more than US$500 billion in sales across 39 toy categories and more than 300 items in 2014. And with 7% growth over the past 12 months, the American licensed toy industry grew two times faster than the rest of the toy market.

With Jurassic World now in theaters (recently devouring opening weekend records), the Minions feature film on deck and a new Star Wars (already a top five license globally/US and seeing double-digit growth in classic toys) movie coming in December, don’t expect the global licensed toy market to cool off any time soon.

Top 5 licenses

1. Disney Frozen
2. Ninja Turtles
3. Disney Princess
4. Star Wars
5. Minecraft

1.Disney Frozen
2. Star Wars
3. Ninja Turtles
4. Disney Princess
5. Mickey & Friends



About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at


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