Philippe Guinaudeau

Philippe Guinaudeau

The Licensing Market in Spain: Country Profile

Spain’s brand 0 – 15 brand profile indicates many parallels with other European countries and the USA with strong representation from global giants like Disney, Marvel and Lego but it blends this also with representation from Japanese brands and some domestic brands which still hold great influence over children’s interests. 

As we frequently observe, the evidence points towards children’s increasing tech-savvy nature and desire for experience-led multiplatform brands, but that’s not to say that physical product-based brands don’t still hold great stead over brand interests also. Out of 159 brands mentioned, a high 86% share of votes went towards those in the top 20 thus narrowing the focus of marketers and licensers. 

Largest Global Brands Represented in Spain 

  • Disney 
  • Marvel 
  • Fortnite 


Disney: Disney’s continued presence as one of the world’s most prolific brands shows no signs of abating. With their new on-demand streaming service Disney Plus thrown into an admittedly crowded market of streaming services, Disney still seems likely to surge through the noise given their ownership of Star Wars and the massive success of Frozen which was favorited by a massive 9.7% of girls aged 0 – 14 in worldwide brand surveys. In Spain, Disney comfortably lies in the top 3 brands and largely due to the prolific influence of Frozen which is a brand entity in its own right with ultra-high awareness amongst girls from all age groups, it sits just across the girl axis. 


Marvel: The Marvel franchise fuelled by the huge popularity of The Avengers shares many fundamental brand characteristics with modern-day Disney, the focus is largely on blockbuster movies and associated games and merchandise but whilst Disney is preferable to girls, Marvel sits firmly across the boy axis and is tightly linked to other superhero franchises like Batman and Spiderman in awareness and popularity. Though Disney currently owns Star Wars, Star Wars is a sufficiently distinct franchise to be a large brand entity in its own right and is very popular with older boys approaching 14. 

Fortnite: Fortnite is a true cultural phenomenon which is slamming brand competition in the gaming sector to become one of the world’s most popular games ever rivalling that of long-standing franchises like Grand Theft Auto, Halo, Runescape and even Tetris or Pacman. In terms of player growth, it added a mindblowing 125 million accounts between 2018 and 2019. In Spain, Fortnite takes the 4th spot overall and is number 1 with boys with those aged 10 – 14% mentioning it as their favourite brand and 31% placing it in the top 3. Fortnite has proved itself to be more robust than what many thought and is set for another fantastic year of growth in 2020. 

Under 6s 

For those aged under 6 in Spain, two key brands emerge, one placed slightly across the girl axis; Peppa Pig, and another placed slightly across the boy axis; Paw Patrol. There is a great deal of crossover between these two franchises with both fusing regular TV programmes with games and toy merchandise. Peppa Pig was the number 1 brand for under 6s taking into account both boys and girls and Paw Patrol is popular with boys and girls through from as young as 2 to 9 years of age. 

top 3 favorite brand nov2019

Doraemon: A Japanese Representative

We’re all familiar with Nintendo and Pokemon and these brands continue their sustained popularity in Spain, comfortably making the top 20 but Doraemon has emerged as a particularly strong trending brand with high awareness (above 90%) and cross-gender popularity particularly between the ages of 3 and 6. Worldwide, Doraemon is the most popular brand amongst children securing 10% of all brand votes but in Spain and indeed Europe as a whole, it is a strong candidate for licensing as it’s in a stage of demand surplus where future demand on Doraemon licenced products is forecast to be much greater than the current supply. 

Toys and Physical Merchandise

Lego: Lego’s sustained worldwide popularity is truly remarkable given the rise of entertainment and digital media. Lego’s adaption is highly intelligent, drawing the best from consumer feedback, reaction to trends and ability to use digital franchises to their advantage, e.g. the Lego Star Wars games and Lego movies. Lego is the number 1 toy manufacturer in Europe and this is strongly indicated in Spain where it lies at the top of toy brands with slight preference from boys compared to girls. 

Barbie: Another historical toy brand, Barbie has continued to remain strongly relevant despite advancing years and the rise of digital media and entertainment. Barbie is actually the 2nd favourite brand worldwide after Doraemon securing 9% of votes and in Spain, the brand’s strength is clearly indicated by huge awareness and popularity across virtually all girl age groups, particularly 3 – 9. 


Spain illustrates a good mix of well-known American and European brands and those originating from Asia also. The complexion of its brand landscape is clearer for those aged under 6 where mentions are often concentrated on Paw Patrol and Peppa Pig. For those aged above 6, things are more complicated, particularly on the boy’s side where superhero and gaming franchises vie for top spots. Another interesting element is that whilst on-demand streaming giant Netflix does appear in the top 20, it is less popular in Spain versus worldwide averages and represents a lower brand share than Harry Potter, Star Wars and Frozen

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