Licensed toy sales fell in 2018

Sales of licensed toys were down in 2018 compared to 2017 figures.

While the licensing industry is celebrating a 3.2% sales increase in 2018 when compared to 2017, licensed toy sales were 2.1% down in 2018. Licensed products are any goods that have seen one company licence its intellectual property to another to produce them.

During Licensing Expo in Las Vegas, Licensing International’s annual global licensing survey has been released, revealing the drop in sales for toys. The closure of Toys R Us was partially blamed for the decline, which hit the profits of Spin Master, Mattel and Hasbro.

The USA is the country that purchases the most licensed goods and services, with $162.6 billion woth sold in 2018.

Given the LEGO Group’s continued dependence on licensed products, such as Star Wars, Disney, DC, Marvel, Harry Potter, Overwatch, The Powerpuff Girls, Toy Story 4 and Friends, with more on the way including Trolls and Minions, how such toys fare will be of great interest to the company’s management.

The LEGO Group has success at the Licensing Expo awards event. In the Toys/Games/Novelties for age 0-12 category, the LEGO Group tied with Jazwares, with both companies awarded for the Harry Potter range and the Fortnite Llama Loot Piñata, respectively.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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