Exploring the unique trends, competitive dynamics, and growth opportunities in Italy’s licensing sector

By Philippe Guinaudeau

Italy is known for its rich history, stunning landscapes, and world-renowned cuisine. But here’s a surprising fact—unlike in most countries, preschool cartoon characters have historically struggled to dominate the Italian children's licensing market. Instead of choosing clothing featuring Peppa Pig or Paw Patrol, Italian parents have often preferred to dress their children in mini versions of the stylish brands they wear themselves. Gucci Kids, Armani Junior, and other high-end fashion labels have traditionally taken precedence over cartoon-themed apparel. This unique cultural perspective has shaped the licensing market in Italy, making it distinct from its European neighbors.

The Italian Licensing Market is Competitive Yet Concentrated

The Italian licensing market is dynamic and highly competitive. Children between the ages of 0 and 14 are familiar with at least 351 different entertainment brands, a significant increase from the previous year. This growth reflects a rapidly diversifying market, with more brands vying for attention than ever before.

Despite the abundance of brands, the market remains somewhat concentrated. The top five brands account for nearly 24% of all mentions, showing that while there is fierce competition, a select few continue to dominate. This balance between diversity and concentration creates both challenges and opportunities for companies looking to establish themselves in the Italian licensing space.

A Market Embracing Inclusivity

Inclusivity is becoming an increasingly important aspect of the Italian licensing market. Today, 65.4% of all entertainment brands resonate with both boys and girls, a number that has been steadily increasing in recent years. While gender-exclusive brands still hold a presence, accounting for about 17% of mentions, there is a clear shift toward more gender-neutral branding.

This trend reflects broader global movements, where traditional gender boundaries in marketing are becoming less rigid. Companies that embrace inclusivity and design products with a broader audience in mind are likely to find success in Italy’s evolving market.

The Most Favorite Brands in Italy

Several brands have carved out strong positions in the Italian licensing landscape, each appealing to different demographics:

• Marvel leads as the most favorite brand, largely driven by strong male engagement. With its vast superhero universe, Marvel continues to capture the imagination of young audiences.
• LEGO maintains a high ranking and enjoys widespread appeal across various demographics, thanks to its timeless and interactive nature.
• Roblox and Harry Potter are among the most balanced brands, resonating equally with both boys and girls.
• Barbie, Frozen, and Hello Kitty remain primarily female-driven, maintaining their strong presence in the market.
• Pokémon, Fortnite, and FIFA have minimal female engagement, showing that some franchises still face challenges in reaching a gender-diverse audience.
• Netflix and Minions enjoy balanced engagement, indicating their potential for broader market penetration.

Among these brands, some have successfully expanded beyond their original audience through strategic collaborations and cross-industry partnerships. For example, Pokémon has strengthened its appeal through collaborations with the fashion world, including high-end sneaker releases and apparel lines that extend its reach beyond core gaming audiences. Meanwhile, LEGO's partnerships with major franchises like Star Wars, Marvel, and Harry Potter have helped the brand remain one of the most adaptable and universally appreciated names in the licensing industry.

Another interesting aspect is the rise of digital-first brands like Roblox, which has transformed from a gaming platform into a fully immersive ecosystem where users can create and engage with branded content. This shift signifies the growing importance of interactive and user-generated content in shaping licensing success.

Opportunities for Market Players

The Italian licensing market presents exciting opportunities for businesses looking to expand their footprint. Here are key strategies for success:

1. Leveraging Female-Driven Narratives