The figures, released at the Brand Licensing show, which opened today at Olympia, show that much of the growth has come from supermarkets, which accounted for 40 per cent of total licensed product sales. Woolworths remains the biggest seller of licensed product with twice as much share as its next nearest rival.
The two biggest categories were clothing and toys, accounting for half of the total retail spend of licensed product. The boys sector in particular experienced strong growth, driven by the World Cup, which contributed to a rise of 12 per cent.
The girls sector also saw an increase of nine per cent, with the World Cup again a contributing factor.
The average price of a licensed product is now £5.71, 33 per cent more than retailer brands.