The Italian Licensing Market is fiercely competitive

BrandTrends Group unveils some major findings from its most recent research, and some key facts can be extracted when compared to the previous three years.

Italy is a country known for its rich history, culture, and delicious cuisine. It is home to over 60 million people and is the birthplace of many famous artists, writers, and scientists. However, Italy is also known for its unusual traditions, such as the annual Battle of the Oranges in Ivrea, where people throw oranges at each other, and the fact that it is illegal to die in the town of Falciano del Massico without a valid reason.

But did you know that Italy has a thriving licensing market?

A highly segmented and competitive market

The licensing market in Italy is one of the largest and most competitive in Europe. The highly competitive nature of the entertainment industry is evident from the fact that 7.5 million Italian children, aged 14 and below, are familiar with over 274 different brands. Compared to France, there are a lot more different brands that are wellknown to a lot less people! Segmented by age and gender, young children below the age of 7 exhibit awareness of approximately 153 brands, while their older counterparts show awareness of about 133 brands. This clear age divide indicates a well-structured market catering to both younger and older children. Surprisingly, nearly half of all brands (about 43%) are now widely recognized by both boys and girls, creating a highly “cross-gendered” market. This demonstrates how difficult it is for brands to pique the interest of multiple target demographics, and lowers their likelihood of making sales.. But who said it should be easy. At the end of the day, this presents a positive opportunity for brands to cater to both genders in retail settings while still taking advantage of the market’s structure.

Entertainment Brands in Italy.

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Where comic book superheroes quickly gain popularity, as in many other countries

The table shows the top licensed properties in Italy, based on their market share. Marvel is the most popular licensed property in Italy, with a market share of 15.8%.

This is followed by Disney and LEGO, which have market shares of 11.2% and 10.8%, respectively.

Over the last four years, Marvel has witnessed a remarkable increase in its share of favorite mentions, rising from 12.1% to 15.8%, while also establishing itself as the main brand in the franchise, surpassing lower sub-brands such as Thor or the Avengers.

However, Spider-Man (6.5%) remains a prominent exception within the Marvel universe, as its brand has experienced strong growth among Canadian children up to the age of 14, ranking ninth among the most popular brands.

A similar trend has also been noticed with DC Comics, but more slowly, as the leading franchise experienced an increase of +1.4 points over the course of four years.

Videogame brands achieve great success

As in many other territories at the end of 2022, Italy experiences a significant push of the videogame brand. The prevalent existence of video game brands like Minecraft, Fortnite, and Super Mario suggests a growing inclination among children to more engage with digital media, thanks to the widespread use of smartphones and tablets, which have made video games more easily accessible and playable. A changing world!

The Italian licensing market is fiercely competitive

To develop in the highly competitive licensing market in Italy, manufacturers should focus on understanding the dis- research to understand the distinct age and gender segments of the Italian licensing market (use BrandTrends Entertainment as a source for this research), and then adjust their product offerings and marketing strategies accordingly.

Therefore, in the fiercely competitive Italian licensing market, companies can anticipate seeing big sales and popularity outcomes for their trademarks. Conclusion: it is a symbol of significant achievement to perform in Italy!

About The Report

The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries, including Italy.

About Brandtrends Group

tinct age and gender segments of the market, as evidenced by the recognition of over 274 different brands by 7.5 million Italian children under the age of 14.

With a clear age divide of brand awareness among young and older children, manufacturers should target their marketing strategies accordingly. Additionally, with almost half of all brands now widely recognized by both genders, manufacturers should aim to create products that cater to both genders while leveraging the market’s structure to maximize sales.

It is crucial that the licensing industry players in Italy conduct market

The BrandTrends Group is a premier provider of market research and consulting services, focusing on brand, lifestyle, and attitudinal trends, with a particular emphasis on children, youth, and families. Their team of experienced researchers and analysts is dedicated to helping businesses, organizations, and individuals stay ahead of the curve in the constantly changing market landscape. They conduct extensive monitoring in up to 53 markets annually, providing their clients with in-depth knowledge, expertise, and unique, proprietary analytics to identify the best opportunities in retail activation, consumer attitudes & behavior, competitive environment, and brand line design.

The BrandTrends Group works with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies.