|Title:||United States and Canada licensed trademark/brand merchandise retail sales by corporate segment in percentages with industrywide sales in dollars for 2010|
|Source:||TLL The Licensing Letter|
Start of full article - but without data
RETAIL SALES OF LICENSED TRADEMARK/BRAND MERCHANDISE,
BY CORPORATE SEGMENT, U.S. & CANADA, 2010 (TOTAL = $XX.XX BILLION)
Other (XX.X%) Electronic Media (X.X%) Electronics/Technology (XX.X%) Home-related (X.X%) Hardware, Appliance and Tool (XX.X%) Sporting Goods (X.X%) Restaurants (XX.X%) Food/Beverage (XX.X%) Automotive/Motor Vehicle (XX.X%)
SOURCE: THE LICENSING LETTER
Note: Table made from pie chart.
Retail sales of licensed Corporate Trademark and Brand merchandise declined X.X% in the U.S./Canada to $XX.XX billion in 2010 from $XX.XX billion in 2009. That compares favorably to a drop of X% for retail sales of licensed merchandise as a whole, according to TLL's Annual Licensing Business Survey.
There were several bright spots within the Corporate sector. For example, Restaurant, Food/Beverage and Electronics/Technology brands all saw growth (of X.X%, X.X% and X.X%, respectively). All three not only saw increases in dollar sales, but also in share of the Corporate Trademark licensing market:
* Food/Beverage already was by far the largest sector within Corporate Trademark/Brand licensing, and increased its share to XX% in 2010, from XX% in 2009.
* Restaurants, which have seen an ever-growing presence in supermarket-distributed food and beverages, became the second-largest sector in 2010, increasing share of market to XX% from XX%, with retail sales exceeding those of licensed Automotive brands for the first time.
* Electronics/Technology brands' share was pegged at XX% in 2010, up from XX% in 2009 and remains the fourth largest sector within Trademark/Brand licensing. Some corporate licensing executives believe this sector--which includes brand extensions of the big consumer electronics brands into a wide variety of adjacent categories--may be underreported in our survey.
In terms of product categories, not surprisingly, Food/Beverage and Consumer Electronics were the growth areas, rising X.X% and X.X%, respectively between 2009 and 2010. Both grew on the strength of brand-extension programs in which trademarks are extended through licensing into closely related product lines which consumers often are not aware are licensed.
For example, Food/Beverage brands such as Sunkist extend into other food and beverage products that include fruit or fruit flavoring; Restaurant brands such as Burger King extend into frozen foods that mirror or are inspired by in-store offerings; and Consumer Electronics brands such as Polaroid or Panasonic extend into electronics categories that are either outside the trademark owner's expertise or perhaps too small an opportunity or not profitable enough for the owner to handle in-house. (In the case of Polaroid the entire program is licensed.)
Variations By Property
Due to the extreme diversity of the Trademark/Brand landscape, few if any individual properties line up with this business-wide category breakdown, each having a unique strategy depending on the brand's core attributes. For instance, several individual brands reported growth in the Housewares category in 2010, despite the fact that retail sales dipped X.X% for the overall Trademark/Brand sector.
This diversity sets the Corporate sector apart from the other major licensing sectors--Character/Entertainment, Sports, Fashion and Art-which are more homogenous and where category breakdowns tend to be more similar from property to property.
RETAIL SALES OF LICENSED TRADEMARK/BRAND-BASED MERCHANDISE,
BY PRODUCT CATEGORY, U.S. AND CANADA, 2009-2010
(Dollars in billions)
2010 2009 CATEGORY RETAIL SALES RETAIL SALES
Accessories $X.XX $X.XX Apparel $X.XX $X.XX Consumer Electronics $X.XX $X.XX Domestics $X.XX $X.XX Food/Beverages $X.XX $X.XX Footwear $X.XX $X.XX Furniture/Home Furnishings $X.XX $X.XX Gifts/Novelties $X.XX $X.XX HBA $X.XX $X.XX Housewares $X.XX $X.XX Infant Products $X.XX $X.XX Publishing $X.XX $X.XX Sporting Goods $X.XX $X.XX Stationery/Paper $X.XX $X.XX Toys/Games $X.XX $X.XX Videogames/Software $X.XX $X.XX Other $X.XX $X.XX Hardware and Paint $X.XX $X.XX Gardening $X.XX $X.XX Pet Products $X.XX $X.XX Automotive Accessories $X.XX $X.XX Boats and Vehicles $X.XX $X.XX Other $X.XX $X.XX TOTAL $XX.XX $XX.XX
% CHANGE 2010 SHARE CATEGORY 2009-2010 OF MARKET
Accessories -X.X% X.X% Apparel -X.X% X.X% Consumer Electronics X.X% XX.X% Domestics -X.X% X.X% Food/Beverages X.X% XX.X% Footwear -X.X% X.X% Furniture/Home Furnishings -X.X% X.X% Gifts/Novelties -X.X% X.X% HBA -X.X% X.X% Housewares -X.X% X.X% Infant Products -X.X% X.X% Publishing -X.X% X.X% Sporting Goods -X.X% XXX.X% Stationery/Paper -XX.X% X.X% Toys/Games -X.X% X.X% Videogames/Software X.X% X.X% Other -XX.X% XX.X% Hardware and Paint -X.X% X.X% Gardening -XX.X% X.X% Pet Products X.X% X.X% Automotive Accessories -X.X% X.X% Boats and Vehicles -X.X% X.X% Other -XX.X% X.X% TOTAL -X.X% XXX.X% ...