U.S. unit sales share of kids' merchandise products in 2018, by licensing type
As of the fourth quarter of 2018, 29 percent of products purchased for children featured a license. Licensed merchandise refers to products featuring entertainment characters, cartoon figures, personalities, or sports logos. The kids' merchandise industry encompasses products within categories such as toys and games, books, sporting goods, health and beauty, infant products, apparel, video games and software, and movies as well as many others.
