|Title:||Global estimated retail sales of licensed-character merchandise, and share of sales in the U.S. and Canada by brand and licensor in dollars, and percentages for 2010|
|Source:||Entertainment Marketing Letter|
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2010 RETAIL SALES, U.S./CANADA AS (GLOBAL) PERCENTAGE PROPERTY IN MILLIONS OF GLOBAL
Disney Princess $X,XXX XX% Star Wars $X,XXX XX% Pooh $X,XXX XX% Toy Story $X,XXX XX% Cars $X,XXX XX% Hello Kitty $X,XXX XX% Mickey & Friends $X,XXX XX% Peanuts $X,XXX XX% Sesame Street $XXX XX% WWE $X,XXX XX% Thomas the Tank Engine $X,XXX XX% Disney Fairies $XXX XX% Dora the Explorer $XXX XX% Garfield $XXX XX% SpongeBob $XXX XX% Spiderman $XXX XX% Ben XX $XXX XX% Batman $XXX XX% Barbie $XXX XX% LooneyTunes $XXX XX% Bakugan $XXX XX% Betty Boop $XXX XX% Alvin and the Chipmunks $XXX XX% Transformers $XXX XX% G.I. Joe $XXX XX% Iron Man $XXX XX% Superman $XXX XX% Simpsons $XXX XX% Harry Potter $XXX XX% Biggest Loser $XXX XX% Twilight Saga $XXX XX% Precious Moments $XXX XX% Star Trek $XXX XX% Pokemon $XXX XX% Pirates of the Caribbean $XXX XX% Scooby-Doo $XXX XX% Shrek $XXX XX% TOTAL $XX,XXX
NOTE: Figures are for retail sales of licensed merchandise for
calendar year 2010. Figures DO NOT include: content licensing such as
DVDs, mobile apps, or web entertainment; products created through in-
house divisions of the licensor rather than through licensing
agreements with third par-ties (such as some videogames, publishing,
or products for owned stores); and non-retail products such as events,
theme parks, and cruises.
SOURCE: THE LICENSING LETTER
Thirty-seven entertainment/character properties had retail sales of licensed merchandise of $XXX million or more in the U.S. and Canada in 2010, with three surpassing the $X billion mark, according to EML sister publication THE LICENSING LETTER's first-ever estimates of sales by property for this sector (see table, page X).
The list underscores the critical importance of sequential exposure across multiple media, regardless of where the property originates, to the success of a licensing program in this sector. Such multi-media exposure primarily stems from development of a film or TV series based on a property; promotional campaigns with major brands can bring valuable exposure as well.
It is also interesting to note that only a handful of the properties are XX years old or less; the others are all XX years old or more.
Analyzing The Rankings
Disney Princess at $X.X billion, Star Wars at $X.X billion, and Pooh at $X.X billion top the list. The XX properties in aggregate were responsible for $XX.X billion in retail sales of licensed merchandise last year in the U.S. and Canada.
Nine properties (XX%) are from the Disney stable, including two from Marvel; combined, the nine account for XX% of retail sales of licensed merchandise among the $XXX million-plus group. Five properties are from Warner (XX%), and Nickelodeon, Cartoon Network, and Fox have two each (X% each). No other company has more than one property on the list.
In terms of retail revenue, the top three properties accounted for sales of $X.XX billion, or XX% of sales across the $XXX million-plus group. The XX properties generating $XXX-$XXX million each collectively did $X.X billion at retail. The seven properties that registered retail sales of $XXX$XXX million did $X.X billion in aggregate, and the seven in the $XXX million-$X billion range together had sales of $X.X billion.
Average retail sales of licensed merchandise for these top XX properties was $XXX million in the U.S. and Canada in 2010; the median was about $XXX million.
Estimates In Context
The individual property figures are sometimes at considerable odds with publicly-reported numbers from the companies that own them. This stems from the fact that we look exclusively at consumer products that are licensed to third parties for manufacture and distribution, and where the manufacturer is paying a royalty on goods sold.
Typically, when companies report a dollar value for a property, they include all revenue, not just what is licensed. THE LICENSING LETTER (TLL) does not tally sales of DVDs/Blu-ray discs, videogames, publishing, or other products created through in-house divisions of the licensor rather than through licensing agreements with third parties; so-called "content licensing" including mobile apps, web entertainment, and the like; or non-retail products such as events, theme parks, cruises, and similar. Nor does TLL's tally include "core" merchandise manufactured and sold by the property owner.
For example, Mattel says Barbie is a $X billion property in the U.S. and Canada; TLL estimates $XXX million in retail sales of licensed merchandise. Mattel manufactures the majority of Barbie items itself--the dolls, doll houses, and other toys.
Similarly, Disney says Mickey Mouse is a $X billion global property; TLL estimates retail sales of licensed merchandise for Mickey ("& Friends") of $X.X billion worldwide. Much Mickey merchandise, however, is made for and sold by Disney Stores and in the theme parks, and is not licensed.
TLL includes global estimates for each of the selected properties, but these are not ranked and do not constitute a "top properties" list for global properties. There are some properties from outside the U.S., especially from Japan and Europe, that would be among the top global properties but have little to no presence in North America and so do not show up in this list.
Other notes on methodology:
* Properties included are broader than TLL's traditional entertainment/character segment as defined for its annual businesswide estimates. For this list, TLL includes properties based on a recognized character and that use the strategies associated with an entertainment/character licensing program, as well as the expected TV shows and films. Some properties on this list would normally be categorized as art (e.g., Precious Moments), toy (Barbie), or publishing properties (Peanuts).
* On average, TLL estimates studios attribute XX%-XX% of global retail sales of licensed merchandise for entertainment/character properties to overseas territories versus the U.S. and Canada, but some properties vary a lot from that average. Mickey is much stronger overseas than the average, but television properties that have little exposure globally will be strongest in North America.
* For those properties that are multimedia, the estimates include all merchandise for the franchise (e.g., tied to films, TV shows, etc.) during the calendar year.
* LEGO cross-licensing deals (LEGO Star Wars, LEGO Batman, LEGO Harry Potter) are included under the respective partners' properties (e.g., LEGO Star Wars under Star Wars). They are usually pretty strong components of the properties.
* Star Wars includes Clone Wars. Superman includes Supergirl.
* Some of the individual properties listed (e.g., Nickelodeon properties, Batman, Superman) are sometimes licensed as part of families of properties (e.g., Batman as part of a multi-property DC deal). These figures estimate only those products tied to the individual property as specified.
* These estimates are developed through a combination of surveys; interviews with licensors, licensees, agents, and retailers; analysis of annual reports, royalty income, and data from publicly held companies; corporate retail sales information from websites; press releases; and articles. Executives at the licensors of the properties listed were given the opportunity to review and comment on the list so far as their own and their competitors' properties, as were selected other industry experts. However, the estimates are entirely THE LICENSING LETTER's--in no cases were the numbers provided by the property owners themselves.
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