License! Global Issues 2011 Top 125 Global Licensors

Disney Consumer Products Tops List with $28.6 Billion in Retail Sales of Licensed Merchandise Worldwide, Top 125 Global Licensors Accounted for More Than $184 Billion in Retail Sales of Licensed Products Worldwide

NEW YORK, NY – May 18, 2011 – (Motor Sports Newswire) – License! Global, the premier publication for brand extensions and retail intelligence, and the official publication for Licensing International Expo, the World’s Brand and Property Marketplace, today announced its annual list of Top 125 Global Licensors.  This exclusive list ranks and analyzes the world’s largest brands and licensing companies by total revenue of licensed products sold at retail.

Disney Consumer Products (DCP) once again ranks as the number one global licensor reporting $28.6 billion in retail sales of licensed merchandise worldwide in 2010, up from $27.2 billion in 2009. DCP’s Toy Story franchise, influenced by box office success and merchandise demand for “Toy Story 3”, was the most dominant property of the year at retail generating $2.4 billion in retail sales.

DCP’s retail sales do not include Marvel Entertainment, a wholly owned subsidiary of Walt Disney Company, reported separately.  Marvel generated worldwide retail sales of licensed merchandise for 2010 of $5.6 billion, up from $4.9 billion in 2009, earning the licensor the sixth spot in the annual ranking. Marvel has two major theatrical releases and merchandising programs this summer blockbuster season for “Thor” and “Captain America” with two more scheduled for 2012 – “The Avengers” and “The Amazing Spider-Man.”

Iconix Brand Group ranked second with $12 billion in retail sales in 2010, up from $9 billion in 2009 while Phillips-Van Heusen, ranked third, reported $8.7 billion in retail sales.

Mattel, ranked fourth, reported $7 billion in retail sales of licensed merchandise for its portfolio of iconic brands that include Barbie, Hot Wheels and new tween/teen property Monster High.

Ranked fifth, Warner Bros. Consumer Products reported $6 billion in retail sales based on its Harry Potter franchise for which the last feature film will hit theaters in July, Looney Tunes, including a new TV series, plus a major commitment to the DC superheroes with “Green Lantern” hitting theatres in June and “Batman” planned for 2012, and new TV series.

“The continued growth of major global licensors reinforces how brand extensions–whether traditional merchandise, live events or co-branded partnerships–are an increasingly important business at retail and hugely popular among consumers worldwide,” said Tony Lisanti, editorial director, License! Global.

The top three Global Licensors by vertical industry are as follows:

  • Entertainment–Disney Consumer Products, Warner Brothers Consumer Products and Marvel
  • Apparel–Iconix Brand Group, Phillips-Van Heusen and Cherokee
  • Toy/Character–Mattel, Sanrio and Hasbro
  • Sports–Major League Baseball, Collegiate Licensing and National Football League
  • Corporate Brands (non-apparel, non-automotive)–Westinghouse, Electrolux and Sunkist

This year, License! Global has expanded its listing of the top licensing agencies to 30, adding several prominent international agencies. IMG, which represents various collegiate brands and global sports, entertainment and lifestyle brands, ranked as the number one brand licensing agency reporting retail sales of $7.1 billion.

The top licensors report began in 1998 with 50 companies, previously called “The Nifty Fifty.”  It has been expanded and changed several times over the past decade reflecting the growth and popularity of licensed brands among retailers and consumers.  The brands range from well-know entertainment properties to apparel, sports and corporate brands.

The full License! Global’s Top 125 Global Licensors list can be found at:

Many of the companies from the Top 125 will be showcasing their brands during the Licensing International Expo, being held June 14-16, 2011 at the Mandalay Bay Convention Center in Las Vegas. For more information about the Licensing International Expo visit

About Licensing International Expo

Celebrating its 30th year, Licensing International Expo is the most established licensing event in the world and has become a global marketplace for leveraging brand and property equity for new licensed consumer products. The show’s appeal brings together top- level retail and manufacturing executives from more than 82 countries who look to Licensing International Expo to discover new brands and revenue generating opportunities within the $187.2 billion licensing industry. This year’s show will have over 400 exhibitors, exciting keynotes and seminars. For up-to-date exhibitor listings, seminar scheduling, travel support and registration information, please visit

Follow the 2010 Licensing International Expo on Twitter at and visit the Licensing International Expo Fan Page on Facebook (

About License! Global

License! Global Magazine, published by Advanstar Communications, is the leading news source of the licensing industry delivering award-winning editorial content covering trends, analysis and special reports about the global brand licensing and retail marketplace. Through its print edition, website, and daily online E-newsletter, License! Global reaches a total monthly audience of almost 90,000. Founded in 1998, License! Global’s circulation is audited and verified by an independent company, Business Press Audit (BPA). Its readership is comprised of the world’s leading retailers, licensors, licensees, manufacturers, wholesalers and distributors.

About Advanstar Communication

Advanstar Communications Inc. (, producer of Licensing International Expo, Brand Licensing Europe, Brand Licensing Central & Eastern Europe and License! Global Magazine, is a leading worldwide media company providing integrated marketing solutions for the License, Fashion, Life Sciences and Powersports industries. Advanstar serves business professionals and consumers in these industries with its portfolio of 147 events, 68 publications and directories, 267 electronic products and Web sites, as well as educational and direct marketing products and services. Market leading brands and a commitment to delivering innovative, quality products and services enables Advanstar to “Connect Our Customers With Theirs.” Advanstar has approximately 1,000 employees and currently operates from multiple offices in North America and Europe.

SOURCE: Advanstar Communications Inc.