Explore the France licensing market. See how gender inclusivity drives growth, which brands (Disney, Marvel, Netflix) dominate, and how local IP like Parc Astérix competes with global giants. 

France Licensing Market: How Inclusivity is Reshaping French Consumer Trends

How inclusivity and evolving French consumer trends are now reshaping the industry.

France is full of surprises. While most people associate the country with fine wine, fashion, and the Eiffel Tower, its role in family entertainment is often overlooked. Did you know that France’s second-favorite theme park is not owned by a global giant like Disney? In 2024, Parc Astérix, a theme park inspired by a 1959 comic book hero, welcomed a record 2.84 million visitors. That’s a clear sign: homegrown French brands still have a strong place in the hearts of French consumers, even alongside international heavyweights like Disneyland Paris.

Brand Concentration vs. Diversity in the French Licensing Sector 

The France licensing market is both vast and highly competitive. Children between 0 and 14 years old recognize at least 371 different entertainment brands, a significant increase of 14.9% compared to the previous year. However, despite this wide range of choices, the market remains relatively concentrated, with the top five brands alone accounting for 20.6% of all mentions. This suggests a classic market dynamic where new players enter, but a few dominant names still capture the majority of attention. 

Driving Growth: The Rise of Gender Inclusivity in French Branding

Inclusivity is becoming a key trend and a strategic growth driver in the French licensing market. Today, 62.3% of the brands are recognized by both boys and girls, a percentage that has been steadily increasing in recent years. This shift towards more gender-neutral preferences presents a unique opportunity for brands looking to reach a broader audience without segmentation.

Philippe Guinaudeau, CEO of BrandTrends Group, commented on the evolving market: "The French licensing industry is at a turning point. With inclusivity on the rise and consumer preferences shifting, brands that understand these dynamics can position themselves for sustained success. The key is to embrace diversity and adapt strategies to meet the expectations of a rapidly changing audience."

Top Entertainment Brands in France: Gender Splits and Universal Appeal

When it comes to the most popular brands in France, a clear hierarchy emerges:

• Universal Favorites:Disney reigns supreme as the most universally liked brand, though its appeal is slightly stronger among girls.

• Boy-Dominated IP: Action, gaming, and superheroes dominate, with Marvel, Spider-Man, Fortnite, and Pokémon remaining top choices.

• Girl-Dominated IP: Girls gravitate towards character-driven storytelling, with Barbie, Frozen, and Peppa Pig maintaining a strong presence. Netflix also emerges as a favorite, reflecting the success of its diverse content appealing to girls.

• Truly Balanced Brands: Nike, YouTube, Playmobil, and Harry Potter are universally recognized, appealing across demographics through sports, digital content, creative play, and rich narratives. 

Retail Advantage: Business Benefits of Gender-Neutral Branding

The increasing inclusivity of brands presents a significant competitive advantage for manufacturers and retailers. As more brands successfully engage both boys and girls, they can maximize their presence on retail shelves.

Key advantages of gender-neutral branding in retail:

• Broader Retail Placement: Gender-neutral IP benefits from wider placement opportunities, occupying more shelf space in various retail environments.

• Higher Sales