In 2018, retail sales of character and animation-licensed products contributed to the thriving characters and entertainment licensing industry, growing to $122.6 billion* worldwide. 79% of those sales were from brick-and-mortar retailers, 21% were from on-line retailers. For many, licensing has offered brand owners a competitive advantage in the ever-changing retail landscape.
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*According to the 2019 LIMA Global Licensing Industry Survey.