One-Quarter of Kids’ Products Feature a License, Reports The NPD Group

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Top licenses overall are Paw Patrol, Disney Frozen, Mickey Mouse, NFL and Star Wars

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Licensed products captured one-quarter of unit sales in the U.S. for kids ages 14 and under, according to fourth quarter 2017 findings from the U.S. Kids License Tracker, the latest service from global information company The NPD Group which tracks spending across 17 industries. While present in kids’ lives throughout their youth, licenses, and the means through which they engage with them, tend to change and age in and out of children as they move through their different life stages.

Kids ages 3-5 represented the largest age group for licensed sales based on units sold, or nearly 30 percent. The industries that over-indexed in this age group were Toys, Games & Puzzles; Arts & Crafts; and Health & Beauty. Paw Patrol was the license that captured the largest share of sales in this age group. Kids ages 6-8 was the second-largest group, with 23 percent share of the kids licensing market. On the other hand, the industries holding the highest share for this age segment were Fashion Accessories; Apps/In-app Purchases; and School Supplies. Star Wars accounted for the largest share of sales among this age range.

“There is a lot of fluidity in the kids’ licensing market, and understanding the differences among age groups is critical to finding opportunities,” said Juli Lennett, senior vice president and toys industry advisor, The NPD Group. “Change is only growing stronger and faster today, as technology continues to accelerate the pace of trends, and carve out additional ways for consumers to engage. Kids are utilizing more platforms than ever before to interact with their favorite licenses. Finding synergies across industries and extending the life of a license where it makes sense are important avenues for licensors and retailers to pursue.”    

In Q4 2017, licensed sales for kids amounted to around $17 billion in consumer spending. Across all industries, Clothing captured the largest share of product sales, followed by Toys, Games & Puzzles; Party Supplies or Costumes; and Books.

For more information check out our infographic, The Kids’ Licensed Products Market: Up Close


Source: The NPD Group / U.S. Kids License Tracker, October-December 2017
“License” is defined by a cartoon, game, movie or fictional character, famous personality or group (band or celebrity), or sports team.

About The NPD Group, Inc.
NPD is the leading global provider of market information and business solutions covering brick-and-mortar, e-commerce, and emerging channels in more than 20 industries. We combine our unique data assets with analytic solutions to help our clients measure performance, predict trends, and improve results, advising them to help drive successful growth. Practice areas include apparel, appliances, automotive, beauty, books, consumer electronics, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, mobile, office supplies, retail, sports, technology, toys, travel retail, games, and watches / jewelry. For more information, visit and Follow us on Twitter: @npdgroup @npd_entertain

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