The market of Polish FMCG (Fast Moving Consumer Goods) products featuring licensed graphics of well-known characters from cartoons, movies, or TV series is one of the fastest-growing segments in retail trade.

Emotions play a crucial role in the decision-making process of purchases, which manufacturers understand perfectly. Therefore, they increasingly choose to place graphics of famous characters on their products, aiming to increase sales, acquire new customers, and maintain the loyalty of existing ones.

Effectiveness of the Strategy

Previous market research indicates a positive impact of licensed graphics on the purchasing behaviors of Poles. The licensed products segment not only generates sales growth but also brings huge profits to manufacturers.

Who are Licensed Products For?

Graphics featuring popular animated cartoon characters are of greatest interest, especially among children, who are highly emotional consumers. It’s also noteworthy that parents willingly purchase products associated with their children’s favorite characters.

Market Evolution

The licensed products market is constantly changing and evolving with consumer trends and preferences. While characters like Mickey Mouse or Winnie the Pooh dominated for many years, new hits like Paw Patrol or Reksio are starting to take their place.

Licensed Cosmetics for Children

In addition to food items, licensed cosmetics for children with branded graphics are also gaining popularity. Discount stores are the main distribution channel for licensed children’s cosmetics, with shower gels and bath additives being the most commonly chosen categories. This segment is characterized by dynamic growth, with the average price of a licensed product being around 14 Polish zlotys.