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The Total Licensing Report
Licensing World Russia

LIMA Study Shows 2014 Global Retail Sales of Licensed Products Hit $241.5 Billion

Rovio, Lego Partner for Angry Birds Construction Line

Jakks Pacific Secures Licensing Agreement with Warner Bros. Consumer Products 
Brands with Influence to Manage BBC’s Springwatch Series

Spin Master Named Global Toy Partner for Noddy

Dainty Dots Productions and OddBot Release Raising Maddie App

LIMA Study Shows 2014 Global Retail Sales of Licensed Products Hit $241.5 Billion

The International Licensing Industry Merchandisers’ Association (LIMA) has released the results from its first LIMA Annual Global Licensing Study, which quantifies worldwide royalty rates and accompanying retail sales. According to the report, retail sales for products bearing the trademarked names and likenesses of cartoon characters, corporate logos and brands, major sports teams, and more totaled an estimated $13.4 billion in royalty revenues and $241.5 billion in retail sales last year. LIMA commissioned Brandar Consulting LLC to conduct the survey. 

The survey shows that the U.S./Canada was the most dominant region with more than $144 billion in retail sales—nearly 60 percent of the worldwide total. Europe accounted for nearly 25 percent of the worldwide total, and Asia nearly 10 percent.The survey shows that the U.S./Canada was the most dominant region with more than $144 billion in retail sales—nearly 60 percent of the worldwide total. Europe accounted for nearly 25 percent of the worldwide total, and Asia nearly 10 percent.
By category, the licensing industry is dominated by five major sectors: Character and Entertainment, Corporate Trademarks, Sports, Fashion, and Collegiate. Together, they represented 89 percent of all licensing revenues in 2014. The Character and Entertainment category had $107 billion in retail sales, accounting for 44 percent of the total; Corporate Trademark ($53 billion, 22 percent); Fashion ($29 billion, 12 percent); Sports ($26 billion, 11 percent); Publishing ($12 billion); Collegiate ($4.6 billion); Celebrity ($3.3 billion); and Music ($2.3 billion).
The results are a compilation of market research survey data, which was fielded in April, and publicly available industry data. A total of 325 companies responded to the survey: 110 licensors, 125 licensees, and 90 agents/consultants. The survey was fielded online in six different languages and supplemented with in-language phone interviews that resulted in reported revenues for 24 countries representing all major geographic regions. The analysis includes specific data from 490 companies worldwide.
The full LIMA Annual Global Licensing Study, including regional and country-by-country breakdowns for major markets will be available later this summer.

Rovio, Lego Partner for Angry Birds Construction Line

The Lego Group has partnered with Rovio to develop a line of Angry Birds construction toys. Lego Angry Birds will be available next spring to coincide with the release of The Angry Birds Movie, a full-length feature film based on the gaming franchise.

Jakks Pacific Secures Licensing Agreement with Warner Bros. Consumer Products 

U.S. toymaker Jakks Pacific has signed a licensing agreement with Warner Bros. Consumer Products (WBCP) to manufacture, distribute, and market a line of toys and products based on Batman v. Superman: Dawn of Justice, a new film from Warner Bros. Pictures and RatPac Dune set to hit theaters next spring.
The agreement also renews Jakks Pacific’s license for the full DC Comics franchise, which includes properties such as Batman, Superman, Justice League, Wonder Woman, and more. Product lines based on the various properties will feature large-scale action figures and vehicles, accessories, games, wagons, and more.
Jakks Pacific will launch its Batman v Superman: Dawn of Justice product line next spring, and its new DC Comics product lines this fall.

Disney’s Frozen Named Overall Best Licensed Program at LIMA Licensing Awards

Disney’s Frozen won the award for Overall Best Licensed Program at the International Licensing Industry Merchandisers’ Association‘s (LIMA) annual International Licensing Awards held at this year’s Licensing Expo in Las Vegas. Frozen also won in the Film, Television, or Entertainment (Animated) Program category, and Kohl’s Department stores received the Retailer of the Year award for its in-store presentation of Frozen.
Jakks Pacific’s Snow Glow Elsa Doll and Playmates Toys’ Teenage Mutant Ninja Turtles product line tied for the win in the Film, Television, and Entertainment (Animated) Licensee: Hard Goods category; Hasbro’s My Little Pony won for best Character or Toy Brand Program; HGTV Home, Scripps Networks/Beanstalk won for best Corporate Brand Program; and Jazwares’ Minecraft Overworld Series #2 toys won for best Digital Licensee.
Visit for the full list of winners.

Six Flags Mexico City Gains World’s First Ghostbusters Attraction

Lynton V Harris and The Sudden Impact! Entertainment Co. have created the world’s first live interactive Ghostbusters attraction at Six Flags Mexico City, under license from Sony Pictures Consumer Products.
In the new attraction, guests will be broken up into teams and compete against each other in Ghostbuster-inspired laser gear. There will be a cast of six to eight live actors who will play as seasoned Ghostbusters and interact with guests during the experience. Fans will also recognize iconic environments and characters from the film, and ghost gates, hidden targets, and surprise characters that appear and disappear with the help of UV and laser tag LED technology will also add to the spooky adventure.

Wicked Cool Toys to Produce Kid-Friendly Masterchef Junior Cooking Line

Wicked Cool Toys has signed a licensing agreement with Endemol Shine North America, the producers behind Fox’s Masterchef Junior, to create a line of kid-friendly cooking products inspired by the show. Designed to empower kids of all cooking levels, the toys will improve kids’ culinary skills while encouraging them to have fun in the kitchen. The line will launch exclusively at participating Wal-Mart stores in November.

Playmates Toys Named Global Toy Partner for Ben 10

Playmates Toys will serve as the global master toy partner for the Ben 10 franchise to premiere on Cartoon Network in international territories next year, and in North America in 2017.
Based on the new animated series, Playmates Toys will create a full range collectibles, figures, play sets, role-play items, and more set to launch at retailers in the fall of 2017.
The re-imagined Ben 10 series will center upon Ben Tennyson, an energetic, fun loving, 10 year old who can transform into 10 different alien heroes.

Jem and the Holograms Gets a Film Adaptation

Jem and the Holograms, a live-action film from Hasbro Inc. and Universal Pictures, will open nationwide on October 23. Based on the classic 1980s series, the film follows four aspiring musicians on their paths to fame. A global licensing program, including toys, publishing, fashion, and beauty products will coincide with the film’s debut.
Hasbro has signed Sephora for cosmetics; ShopBop for apparel, accessories, and jewelry; Manic Panic for semi-permanent hair dyes; Integrity Toys for premium, collectible dolls; and IDW Publishing for comics.
Starring Aubrey Peeples, the film is produced by Hasbro’s Allspark Pictures Banner, Blumhouse Productions, Scooter Braun Productions, and is directed by Jon M. Chu.

Mattel Named Master Toy Partner for Dinotrux

Mattel has signed on as master toy partner for DreamWorks Animation’s Dinotrux, an upcoming Netflix original series. The toy line will be inspired by the series to connect the unique dinosaur personalities of the characters and bring them to life with construction and vehicle play patterns.
Dinotrux takes place in a prehistoric world filled with creatures that are half-dinosaur and half-construction vehicle. It follows the adventures of Ty and his friend Revvit as they unite to defend their new community from destruction.

DCP Unveils Merchandising Program for Marvel’s Captain America: Civil War

Disney Consumer Products has unveiled the merchandising program for Marvel’s Captain America: Civil War, which will hit theaters next May. Licensees across categories, including apparel, accessories, footwear, toys, sporting goods, consumer electronics, seasonal products, costumes, party goods, stationery, food, home furnishings, and collectibles, will create products to coincide with the film’s release.
Hasbro, Lego, Funko, Hot Wheels, Mad Engine, C-Life, Jay Franco, Global Brand Group, Kelogg’s, Hallmark, and American Greetings have already signed on. The merchandise programs will continue to showcase the Avengers’ team dynamic, include top-tier retail support, and will target all demographics from kids to adults.
New activities will include unique consumer marketing initiatives, including a celebration of Captain America’s 75th anniversary; a focus on building out the Avengers team with War Machine, Falcon, Vision, Black Widow, and Black Panther; an expansion into healthy living and travel categories; and unique innovations to celebrate the storytelling themes of the film. Key partners and merchandise will be announced throughout the next year.
Marvel’s Captain America: Civil War picks up where Marvel’s Avengers: Age of Ultron left off, as Steve Rogers leads the new team of Avengers in their continued efforts to safeguard humanity. After another international incident involving the Avengers results in collateral damage, political pressure mounts to install a system of accountability and a governing body to determine when to enlist the services of the team. The new status quo fractures the Avengers while they try to protect the world from a new and nefarious villain.

FremantleMedia Announces Second Season of Kate & Mim-Mim

FremantleMedia Kids & Family Entertainment (FMKFE) has greenlit the second season of the preschool series Kate & Mim-Mim. Season two will launch on Disney Junior in the U.S., and will then air globally later this year.
Just Play will serve as global master toy partner for the brand and will develop a line of plush, dolls, figure packs, and role-play products. The line will roll out in North American and the UK next spring.
Penguin Young Readers has signed on as the North American publishing partner for the brand, and will develop a line of storybooks, leveled readers, e-books, and doodle, activity, and sticker books set to launch next fall.
Kate & Mim-Mim is produced by DHX Media in association with FremantleMedia. The series follows the adventures of Kate, an imaginative girl who travels to the fantasy world of Mimiloo where her toy rabbit Mim-Mim comes to life.

eOne's Peppa Pig Adds Seven New Licensees

Peppa Pig, from Entertainment One (eOne), has added seven new licensing partners in the U.S., including Baby Boom for toddler bedding, blankets, pillows, bath accessories, and decor; Idea Nuova for bed tents and lighting; Spin Master for foam furniture; and The Bridge Direct for Inkoos Color ’n Create activity plush.
Additional licensees include Handcraft, Esquire Footwear, and Happy Threads for apparel; Oasis Productions for costume character wear; Komar for sleepwear; and Franco Manufacturing Co. for home décor.

Jazwares, Penguin, DC Thomson Sign On for Danger Mouse

Jazwares has been named global master toy partner for FremantleMedia Kids & Family Entertainment’s animated adventure series Danger Mouse. The toy company will manufacture and distribute a range of brand-inspired toys in the UK and Eire, Germany, France, Spain and Portugal, and Australia and New Zealand, followed by a roll out in North American and Latin America.

FremantleMedia has signed on Penguin Children’s to create story books, official guides, sticker books, novelty books, annuals, and electronic books; and DC Thomson to publish a monthly Danger Mouse magazine featuring comic strips, puzzles, fact files, and posters. The first products will hit retail in the UK next year.
Danger Mouse will premier on CBBC in the UK this fall, and will begin streaming on Netflix next spring.

Playmobil and Super 4 Sign Evolution USA

Evolution USA LLC has been named the licensing, merchandising, and promotional agency for the Playmobil toy brand in the U.S., and for Morgen Studio’s CGI-animated TV series Super 4.
Playmobil will serve as master toy licensee for Super 4 in the U.S., and will launch a line of Super 4-themed heroes and play sets this fall. Evolution also plans to expand the Super 4 brand into publishing, video games, novelty toys and games, apparel and accessories, gifts, and stationery.
In addition, Evolution will launch a retro-styled Playmobil line of fashion apparel, accessories, novelty, gift, and paper goods designed for young adults, set to hit specialty and mid-tier retail channels next spring.

Sanrio, Universal Parks & Resorts Partner for Hello Kitty

Sanrio and Universal Parks & Resorts are developing a Hello Kitty interactive retail shop to open later this year at Universal Orlando Resort. The shop will mark Hello Kitty’s retail debut at theme parks in North America, and will offer specialty merchandise, including stationery, home goods, apparel, accessories, and collectibles.
The Hello Kitty stores at Universal Studios will also offer enhanced interactive retail experiences. Customers can shop for custom merchandise, enjoy photo opportunities with Sanrio properties, create souvenir versions of Hello Kitty’s signature bow, and meet Hello Kitty. Aside from Hello Kitty merchandise, Sanrio’s Chococat, My Melody, Badtz-Maru, Purin, and Keroppi properties will also have a presence in the store.
An additional Hello Kitty shop will open at Universal Studios Hollywood.

Fox Consumer Products Hires New Executives

Twentieth Century Fox Consumer Products (FCP) has appointed Sandra Vauthier-Cellier to senior vice president in charge of Europe, the Middle East, and Africa (EMEA), and Marina Lum-Kang to executive director in charge of Latin America (LATAM). Both women will oversee the international expansion for FCP’s various global brands.
Vauthier-Cellier joins FCP with nearly 20 years of experience in the consumer products industry. She has worked for global brands, including Coca-Cola, Harley Davidson, Ford, Andy Warhol, and Crayola. In her new role, she will be responsible for overseeing FCP’s London office, which is responsible for FCP’s direct licensing and Pan European partnerships, and oversight of all agency activities in EMEA, including retail development, licensing, and promotion.
Lum-Kang joins FCP with a background in licensing, merchandising, and theatrical marketing for global companies and brands, including Marvel Entertainment, Warner Bros., Sony Entertainment, and ITV Studios. In her new role she will be responsible for managing agency relationships for licensing, merchandising, and promotions across FCP’s LATAM territories. She will also drive the strategy for all FCP initiatives in the territory, including sales, and retailer relationships.

The Wildflower Group to Represent Campari America

The Wildflower Group has been named the U.S. licensing agent for several of Campari America’s brands, including Wild Turkey Bourbon, Wild Turkey American Honey, Cabo Wabo Tequila, and SKYY Vodka. The agency will develop a licensing and branding program for these top-shelf spirits, largely focused on the food and beverage, apparel, accessories, housewares, and promotions categories.
Campari America spirits are among the most popular in the world, with SKYY Vodka ranked the No. 1 domestic premium vodka in the U.S. Wild Turkey is a real Kentucky straight bourbon whiskey. American Honey, which blends Wild Turkey’s heralded bourbon with the smooth sweetness of honey, was the first of its kind in 2006. Cabo Wabo was created by Rock ’n Roll Hall of Famer Sammy Hagar in 1996, and is now one of the most awarded 100-percent blue agave tequilas in the world.

Daniel Tiger’s Neighborhood Adds New Licensees

The Fred Rogers Co. has secured five new licensees for its Daniel Tiger’s Neighborhood brand.
Bakery Craft has signed on for cake decoration kits, featuring scenes and characters from the show; Bendon Inc. for coloring and activity books and box sets; Buy Seasons for party supplies; Colorforms for 2-D and 3-D activity sets; and Komar Kids for sleepwear. The new licensed merchandise will be available at retailers nationwide this fall.

Legendary Pictures Partners for Crimson Peak, Warcraft, and Krampus

Legendary Pictures, a media company with film, TV, digital, and comics divisions, has added Crimson Peak, Warcraft, and Krampus to its movie slate. The new films are Legendary Pictures and Universal Pictures productions.
Legendary has partnered with Ripple Junction (apparel), Funko (Pop Vinyl Figures), Insight Editions and Titan Publishing (art books and novelizations), Black Pheonix Alchemy Lab (fragrances, candles, and jewelry), and Trends International (calendars and posters) for Crimson Peak. Crimson Peak hits theaters and IMAX on October 16.
Jakks Pacific, global master toy partner for Warcraft, will release a line of action figures and role-play items based on the movie. Additional licensees include Disguise for Halloween costumes and accessories; Weta Workshop for prop replicas and collectibles; Topps for trading cards; Funko for Pop Vinyl Figures; Insight Editions and Titan Publishing for art books and novelizations; 3D Systems (Gentle Giant) for statues; Trends International for calendars and posters; and J!nx for apparel, loungewear, wallets, and more. Warcraft hits theaters and IMAX next June.
Michael Dougherty’s latest film Krampus has partnered with Weta Workshop for a line of collectibles and novelty gifts and Middle of Beyond for knitted sweaters and ornaments. The film hits theaters December 4.
Legendary will continue to build out the programs with additional partners.

Commonwealth Toy & Novelty Co. to Produce Uglydoll Plush Products

Pretty Ugly LLC has partnered with Commonwealth Toy & Novelty Co. Inc. for soft toy products. Beginning net January, Commonwealth Toy will be the exclusive plush partner for the Uglydoll brand and will be launching a new cast of characters throughout the year.  


Brands with Influence to Manage BBC’s Springwatch Series

BBC’s Natural History Unit in Bristol has appointed Brands with Influence to manage the merchandise and licensing rights for its live nature series Springwatch.
Springwatch is part of a series of live shows including Autumnwatch and Winterwatch, which feature live footage of wildlife in the UK. Brands with Influence has signed Abacus to create a range of brand-inspired greeting cards, and plans are in place to develop gifting, stationery, and technical products.

Spin Master Named Global Toy Partner for Noddy

Spin Master Ltd. and DreamWorks Animation have partnered for the relaunch of the preschool franchise Noddy. Serving as the master toy licensee, Spin Master will create a range of toys, including figures, play sets, vehicles, and games, slated to hit retail shelves next fall.
The new TV series Noddy, Toyland Detective is a reimagined version of author Enid Blytons’s original Noddy character created in 1949. Commissioned by France Television, Noddy, Toyland Detective is produced by Gaumont Animation in association with DreamWorks Animation Television, and is slated to premiere on France 5 in next spring. Gaumont Animation will distribute the series in France and French-speaking Europe. DreamWorks Animation owns Noddy and retains additional global distribution rights and manages licensing and merchandising for the property.

Dainty Dots Productions and OddBot Release Raising Maddie App

Susanne Margaret Hastings’ Dainty Dot Productions and OddBot Inc. have partnered to create the Raising Maddie app, which will be available on August 1.
The app will help kids learn how to express and control their emotions through enchanting stories, characters, music, and games. Designed for kids ages 2 to 7, Raising Maddie includes Susan Margaret Hasting’s rhyming Raising Maddie: My Bossy Boots storybook, and interactive games, including Musical Shoes and the Shoe Mood Memory Game.
Lawless Entertainment handles the brand’s broadcast and licensing rights.


A feature of the Total Licensing Weekly Report is the Employment section - this includes 'Jobs Available' and 'Jobs Wanted'. So if you have a position in your company that needs to be filled, or you yourself are looking for employment opportunities, don't hesitate to send your information to:

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Licensing Director
Accutime Watch Corp. - New York, NY

Job Description:
The primary responsibilities of the Licensing Director is to identify, develop, negotiate and manage our day-to-day licensing business relationships and associated licensing responsibilities.  This “roll-up-your-sleeves” position also develops research and prospecting strategies for licensing opportunities.  The Licensing Director is also responsible to develop and merchandise licensed product by working closely with management and the design and sales teams to drive product to market, as well as be the liaison with licensors to obtain style guides and interpret product and design needs for each of our retail customers.  In addition to the creative component, the position involves considerable interaction with major consumer products companies to facilitate contract acquisition and renewal as well as sales forecasting, royalty reporting and tracking.  Licensing experience in consumer product development, production, merchandising, acquisition and management for a manufacturer and firsthand working relationship experience with major licensors: DISNEY, Marvel, Nickelodeon, WB, DC, etc., a must.
Apply To:
Please send your cover letter, resume and salary requirements to


American Greetings Properties - Los Angeles, CA
Director, International Licensing 

The Director of International Licensing will be responsible for managing the international agents and licensees for the Care Bears and Holly Hobbie consumer products program as well as targeted properties in the AGP portfolio that are either existing and new brands.  Candidate will manage day-to-day activities that include negotiating agency agreements, review and approval of all licensee deal memos and leveraging North American marketing activities. They should be collaborative and innovative in their business approach.  5-7 years of international licensing experience is required. 

Click here for full job description and further information on American Greetings.



American Greetings Properties - Los Angeles, CA
Director, Domestic Licensing

The Director of Domestic Licensing will be responsible for building and managing the US and Canadian (domestic) Care Bears consumer products program as well as targeted properties in the AGP portfolio that are either existing and new brands.  Candidate will prospect and acquire new licenses, manage existing licensees, pursue and drive retail initiatives and partner collaborations. Candidate should have 5-7+ years of experience in licensing industry working in a sales and/or brand management/marketing function pitching properties, securing deals, negotiating business deal points and managing licensees --  preferably in the children entertainment sector. 

Click here for full job description and further information on American Greetings.


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