Licensing is the contractual right to use a particular brand, image or intellectual and artistic registered property, either owned or controlled by third parties on a product, a service or a piece of promotional or advertising communication.

This right is granted for a limited time in exchange for a fee, usually defined as a percentage applied to the value generated from sales or services using that license.

In Brazil, the correct term to refer to compensation for the rights to trademarks and industrial properties is royalty. For characters, celebrities and artistic works, the term copyright is indicated, equivalent to copyright (moral and patrimonial).

Some of the key benefits of licensing:

Audience recognition

Differentiation from competitors

Profitability through higher margins by brand strength

Easy entry into distribution channels

Strengthening the company brand


There is no official research endorsing such figures in the licensing industry in Brazil. The figures presented below are estimates.

- 500 licensed companies
- 600 available licenses, from which 75% are foreign
- 50 licensing agencies
- 1,300 direct jobs and thousands of indirect jobs

Best Exploited Properties:

- 70% of the licensing market consists of properties related to entertainment
- 20% of the licensing market consists of corporate properties
- 10% of the licensing market consists of properties related to sports

Licensing most used segments:

1º Clothing, Shoes and Accessories

2nd Toy

3rd Stationery

4th Food

5th Personal Care

Revenue 2012 (R$)

Retail: 12 Billion – a 14% growth in the last few years.

Revenue 2013 (R$)

Retail: 12,480 Billion – a 4% growth if compared to 2012.

Revenue 2014 (R$)

Retail: 13,200 Billion – a 6% growth if compared to 2013.

Revenue 2015 (R$)

Retail: 17 Billion (update data as market research with our members).

Revenue 2016 (R$)

Retail: 17,850 Billion – a 5% growth if compared to 2015

In 2017 a 5% growth is estimated, the licensing brands sector will reach a revenue of R$ 18,740 Billion.

Brazil is among the six countries with the highest revenue in licensing brands in the world. The United States, Japan, England, Mexico and Canada are the main ones.