Penetration of licensed toys in overall traditional toys and games registered an increase in almost all markets over 2008-2014. This is because licensed toys have a character narrative and multimedia marketing strategies, including film releases, which help drive sales of these products. However, licensed toys tend to be more expensive than their non-licensed equivalents.
By looking at the top markets globally for licensed toys and comparing these with forecast disposable income per capita, it is possible to determine which markets offer the best opportunities for toy manufacturers.
Top Markets by Value and % Split for Licensed Traditional Toys and Games 2014 vs Annual Disposable 2014-2030 CAGR Growth
Source: Euromonitor International