TOTAL LICENSING
Inside the robust, structured and dynamic French Licensing Market BrandTrends shares the Most favorite Entertainment brands in Autumn 2022 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. France is a country that never ceases to amaze the world with its beauty, culture, and cuisine. It is home to over 66 million people, and its capital city, Paris, is often called the “City of Love.” However, France is also known for its unusual traditions, such as the yearly cheese-rolling competition in the Alps and the fact that it is illegal to name a pig “Napoleon” in the town of Lorraine. But did you know that France has a thriving licensing market?
A vast exposure market The vast exposure and fierce competition in the entertainment market is evident in the fact that 12.5 million children up to the age of 14 are familiar with over 257 different brands. Each demographic shows awareness of approximately 129 brands when seg-
mented by age and gender. The market is well-structured with a distinct age divide, catering for younger and older children. Interestingly, now almost half of all brands (around 43%) are well-known to both boys and girls, making the market very much “cross-gendered.” This is good news for brands since it allows them to serve both genders in retail settings while still taking advantage of the market’s structure.
Where comic book superheroes rise
over the past few years, with the umbrella brand gaining 3 points in 4 years and now sitting at 10.1%. However, this growth has come at the expense of its lower-level sub-brands such as Thor and the Avengers. DC Comics has also experienced a similar phenomenon, albeit to a lesser extent, with the top franchise gaining only 1 point in 4 years. Both Marvel and DC Comics have a strong presence in the film and television industry, with their superheroes featured in various productions. These characters are often part of an interwoven universe, which further strengthens the umbrella brands at the expense of the individual characters. The table shows the top licensed properties in France, based on their share of mentions of the top favorite brands among children aged up to 14 years old. Four brands tend to group as the top ones, led by the overall mention of
For more information, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@ brandtrends.com.
According to the research from The BrandTrends Group, Marvel is currently the second most popular brand across all age groups and genders, right behind Disney. In France, Marvel’s popularity has been steadily increasing
Most Favorite Entertainment Brands in France. 0 - 14 years old - October/November 2022 Disney Marvel Paw Paatrol LEGO Barbie Peppa Pig Pokemon Playmobil Mario Bros Nike Fortnite Netflix Spider-Man Minecraft Mickey Mouse
11.0% 10.1% 9.8% 8.9% 7.4% 6.3% 5.9% 5.7% 5.6% 5.4%
% Respondents - Multi-choice question
4.5% 4.5% 4.5% 3.9% 3.1%
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