LONDON–(BUSINESS WIRE)–#Research–Technavio’s latest market research report on the global
animation collectibles market provides an analysis of the
most important trends expected to impact the market outlook from
defines an emerging trend as a factor that has the potential to
significantly impact the market and contribute to its growth or decline.
Brijesh Kumar Choubey, a lead analyst from Technavio, specializing in
research on retail
goods and services sector, says, “The growth in online
retailing is a leading driver for the global animation collectibles
market. E-commerce has allowed franchisors to provide licenses easily
and merchandise manufacturers to reach out to their audience. Licensors
and property owners organize several events to promote their characters
and properties, and this increases the sales of animation collectibles.”
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- Emergence of 3D printing
- Use of licensed merchandise for marketing and branding
Growing market for franchise movies and shows
Emergence of 3D printing
With the introduction of 3D printers, the power of choice has shifted
toward consumers. This is a challenge faced by manufacturers and license
providers today, as consumers can 3D print their favorite
characters any time they want. There is also an inherent risk that this
technology will increase the market for collectible counterfeits and
violate copyright and trademark infringements.
Licensors are trying to protect their products and figuring out methods
to legitimize do-it-yourself (DIY) merchandise and derive revenue from
it. Many licensors such as Sesame Workshop and Hasbro are
offering licenses to 3D printing companies by providing access to
specific assets and distinguishing them from other licensed merchandise
available in the market.
Use of licensed merchandise for marketing and branding
Licensed merchandise is no longer just a stream of revenue for
license providers, especially in the entertainment industry. It has
become a form of marketing for the movie and entertainment industry.
Additionally, it also acts as a catalyst for accentuating the movie and brand
promotion. Owing to the growing number of merchandise,
license providers are generating revenue from merchandise of shows,
series, and movies.
“Both licensing and merchandising have become important markets on a
global level. The Walt Disney Company today stands as the leading
character licensor in the world, which acts as a substantial form of
brand promotion and marketing for the company,” says Brijesh.
Growing market for franchise movies and shows
The animation collectibles market has become global, particularly
with major franchise blockbusters being released worldwide. This, along
with the growth of e-commerce, enables licensors to expand their
portfolios globally, increasing the need for licensing agents. Global
players hire licensing agents to enter a new market due to the diversity
of merchandise popularity from one area to another. For example, in
2015, Twentieth Century Fox Consumer Products (Fox) appointed Dream
Theatre, a licensing and merchandising firm, as its agent in India.
The launch of a series of movies that are part of a single franchise,
like Marvel Entertainment, helps create greater demand for animated
movie collectibles based on these movies.
These movies are expected to add to the demand for animation
movie merchandise and collectibles during the forecast period.
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