Global brand licensing market to hit $470.6b by 2030

Companies use it to expand into new markets and product categories.

The global brand licensing market was valued at $337.6b in 2023 and is projected to reach $470.6b by 2030, growing at a CAGR of 4.3% from 2024 to 2030.

The report said that brand licensing continues to grow as companies use it to expand into new markets and product categories without investing in manufacturing or distribution. Licensing allows brands to scale quickly, reach new audiences, and generate additional revenue.

Brands in this sector are licensing their names for packaged snacks, drinks, and frozen meals. This taps into consumer trust and brand loyalty, especially amongst health-conscious buyers. Celebrity chefs and restaurant chains are also entering retail through licensed products.

Additionally, game developers and software companies are licensing their IP—characters, titles, and logos—for merchandise, clothing, and digital collectibles. The e-sports boom and interactive media have made this a strong growth segment.

Moreover, studios license characters and visual assets for toys, apparel, and home goods. Streaming platforms and global franchises are fuelling new demand. Celebrity licensing for beauty, fashion, and fitness products is also rising.

CPG brands are using licensing to increase visibility and market presence. Familiar names help smaller companies compete and allow premium pricing in crowded markets.

The report also said that social media influencers and public figures are licensing their names to product lines in fashion, cosmetics, and fitness. These deals bring fast market access, especially amongst younger consumers.

Online platforms like Amazon are streamlining brand licensing with tools for quality control and brand protection. E-commerce enables micro-licensing and limited-edition drops, driving urgency and higher sales.

Teams, leagues, and athletes are licensing logos and branding for apparel and merchandise. Growth in women’s sports and e-sports is expanding fan bases and product variety.

Limited-time partnerships between brands such as fashion labels and snack brands use licensing to generate hype and drive sales.

Brand licensing is becoming a core strategy for growth, especially as digital platforms and global retail channels expand. Demand for branded, personalized, and exclusive products will continue to push the market upward.