2024年领先被许可方（IP）报告 THE LEADING LICENSEES 2024

FINDTHEWORLD’SBEST-IN-CLASSMANUFACTURERSINSIDE!

THELICENSINGINDUSTRY’STHOUGHTLEADER

LICENSEGLOBAL.COM

NOVEMBER2024

8THWONDER.

ABGACCESSORIES.ABYSSECORP.

ACCESSORYINNOVATIONS.ACCUTIMEWATCHCORP.

ADIDAS.AGELESSINNOVATION.ALAMARCOSMETICS.ALEXAND

ANI.ALLSTARDOGS.AMAVBYDIAMANT.AMERICANTRAVELERINC.

AMSCAN.APMEX.ARTEX.ASMUSTOYS.ASOS.ATLANTISHEADWEAR.AURIMODA

.AURORAWORLD.AYKROYD&SONS.BAMBOOBARK.BANDAINAMCO.BARETREE

MEDIA.BARK.BARRADO.BARRY&JASONGAMES.BASICFUN!.BEASTKINGDOM

.BENDON.BESAMECOSMETICS.BESTACCESSORYGROUP.BIC.BIOWORLD.BLACKMILKCLOTHING.BLUESKY

THECOLOROFIMAGINATION.

BLUEPRINTCOLLECTIONS.BLUES

GROUP.BONKERSTOYS.BOSS

FIGHTSTUDIO.BOXLUNCH.BRANDALLIANCE.BRANDLITE.BRAVADO.

BUILD-A-BEARWORKSHOP.CACTUS

ANDPEARL.CANDYRIFIC.CARATSHOP

.CARTAMUNDI.CASDON.CASELY.

CASETIFY.CATHKIDSTON.CENTRIC

BRANDS.CHALKCHARACTEROPTIONS

.LIALT.HE

WORLD.CHINALEISUREDEVELOPMENT

COMPANY.CLANDYINTERNATIONAL

LICENSINGCOMPANY.CLEMENTONI.

C-LIFEGROUP.COHENHAZANGROUP.COLORBABY.COLOURPOPCOSMETICS.

COMPLEXAPPAREL(DUNGEONFORWARD).CONCEPTONEACCESSORIES.CONVERSE.

CORSAIRTOILETRIES.COTTAGEDOORPRESS.COTY.CRAYOLA.CREATEON.CROCS.

CRUNCHPAK.CRYPTOYS.CUBICLE7GAMES.CUDLIEACCESSORIES.CURLCAPDANILO

.DANONE.DARKHORSECOMICS.DAYDREAMER.DEAGOSTINICOLLECTIBLES.

I.N.LIA...D.EID.EIRI..DD2CO0IPPIT2EION4ASTIIO.L.

DYNACRAFT

BSC.E.L.F.COSMETICS.ECELL

GLOBAL.ECOYUNIVERSE.EGMONTPUBLISHING.

EMBRACERGROUP.ENCATEX..ENESCOGIFT.EPICGAMES

.EREWHON.ERVE.ESTEELAUDER.EUROPRICE.EXGPRO.F.LLI

CARILLO.FACTORYENTERTAINMENT.FANATICS.FANATTIK.FASHIONU.K.

.FIERYLIGHT.FIGPIN.FINSBURYFOODGROUP.FIZZCREATIONS.FLORAL

STREET.FORBAREFEET.FOREVER21.FRESHDELMONTE.FRUITOFTHELOOM.

FUNKO.GFUEL.GAMEBEAUTY.GAMEFAM.GAP.GIBSONHOMEWARES.

GLAMLITE.GLOBALSOURCE.GOLDENWESTFOODGROUP.GOODIETWO

SLEEVES.GROUNDUPINTERNATIONAL.GWDCONCEPT.H&M.HALLMARK.

HANESBRANDS.HANNAANDERSSON.HAPPYSOCKS.HAPPYTHREADS.

HASBRO.HOMESICK.HUFFY.HUNTAKILLER.HUNTERPRICE

INTERNATIONAL.HYBRIDAPPAREL.HYPNOTICHATS.IDWPUBLISHING.

IGDESIGNGROUP.IGLOO.INNOVATIVEDESIGNS.INTER

PARFUMS.IRONSTUDIOS.ITEMLABGMBH.IT’SUGAR.JADATOYS.JADE

CITYFOODS.JAKKSPACIFIC/DISGUISE.JAM’NPRODUCTS.

JAZWARES.JCPENNEY.JELLYBELLYCANDYCOMPANY.JERRYLEIGHOF

CALIFORNIA.JOHNSON&JOHNSONCONSUMER.JOSMO.JOUMMABAGS

.JUSTFUNKY.JUSTPLAY.JUSTTOYSINTERNATIONAL.KANGARU

TOYS.KENNEDYPUBLISHING.KERING.KIDDESIGNSINC.

KIDROBOT.KIDSPREFERRED.KINGDOM&COPTY.KITH.KOMAR.

KRISPYKREMELEGO.LEOLANDIA.LEOMIL.LEXIBOOK.LEXINGTON

RESOURCES,.LIFELIKETOURING.LONDONFOODS.L’ORÉALGROUPE.

LOTTIELONDON.LOUNGEFLY.LUIGIZAINI.LUSHHANDMADECOSMETICS.

LUXEBRANDS.M.HIDARY&CO.M.VSPORTS&LEISURE.MADBEAUTY.MADENGINE

.MAJESTYBRANDSMARQUEMAKERS.MASTERPIECES.MATTEL.MCGROUP.

MCDONALD’S.MCFARLANETOYS.MEDIATONIC.MELISSA&DOUG.MERLIN

ENTERTAINMENT.MIGHTYCOCONUT.MINISO.MJCINTERNATIONAL

GROUP,.MONDO.MONOGRAMINTERNATIONAL.MOONLITE

STORYTIME.MOONPIG.MOOSETOYS.NAILSINC.

.NEAMEDIA.NECA.NEWERACAP.

TRENDSINTERNATIONAL.TREVCO

.TRIXIECOSMETICS.TUTOTOONS

MINT.NIKE.NUMSKULLDESIGNS.Poweredby

NEWZEALAND

OPENROADBRANDS.OPPOSUITS.ORIGINALRETRO

BRAND.OUTRIGHTGAMES.PACSUN.PALADONEPRODUCTS.

PANINI.PARKAGENCIES.PARTYCENTRE.PATCHCOLLECTION.PENGUIN

RANDOMHOUSE.PETCO.PETERALEXANDER.PETSMART.PHATMOJO.PHOENIX

INTERNATIONALPUBLICATIONS.PINCLUB.PLAYMATESTOYS.PLAYMOBIL.PMIKIDS

WORLD.POETICBRANDS.POSHPAWSINTERNATIONAL.PRETTYLITTLETHING.

PRIMARK.PRIMITIVESKATE.PRINCETENNIS.PROFUSION

COSMETICS.PUMA.PURAVIDABRACELETS.

PYRAMIDAMERICA.PYRAMIDINTERNATIONAL.RAINBOWDESIGNS.

RANDOMHOUSECHILDREN’SBOOKS.

RAVENSBURGER.RAYMONDGEDDES.

REASON.RECOVEREDCLOTHING.REDAN

PUBLISHING.RELATABLE.REVOLUTION

BEAUTY.RIPPLEJUNCTION.RIVAKIDS.

ROBEEZ.ROSEART.ROYALMAIL.RUBIES.

SACKCLOTH&ASHES.SAIGROUP.

SAKARINTERNATIONAL.SCHLEICH.

SCHOLASTIC.SCOTTYGEARRETAILCORP.

SHEIN.SHOWAGENT.SIGMABEAUTY.

SIGNABLES.SILVERBUFFALO,.SIMPLE

MODERN.SKECHERS.SKINNYDIP.

SKYBOUNDENTERTAINMENT.SMIFFYS.SPINMASTER.SPIRITHALLOWEEN.SPIRITJERSEY.SPOONTIQUES.SPREADGROUP.STANCE.STARBUCKS.STOR.STORYHOUSEEGMONT.STORYPOD.SUN-STACHES.SUPERIMPULSE.SUPER7.SURREALENTERTAINMENT.TDPTEXTILES.THECRÉMESHOP.THEEVERYWHEREGROUP.THEGREATBRANDINGCOMPANY.THEJELSERTCOMPANY.THELOYALSUBJECTS.THENOBLECOLLECTION.THEOPGAMES.THETOPPSCOMPANY.THEWANDCOMPANY.THEORY11.THERMOS.TITANENTERTAINMENT.TOIKIDO.TOMY.TONIES.TOXIC.TREFL.

.UBISOFT.UNCANNYBRANDS.

UNDERARMOUR.UNIQLO.

UNIQUEVINTAGE.UNIVERSITY

GAMES.UPPERDECK.URBAN

OUTFITTERS.USPAGLOBAL

LICENSING.USPS.VANLEEUWEN

.VANS.VISTAOUTDOOR.VTECH.

WATSONAPPAREL.WELLPLAYED

TOYS.WETNWILDBEAUTY.

WHITEHOUSELEISURE.WINNINGMOVES.WONDERFOLD.WORLD

TECHTOYS.WOW!STUFF.

WOWWEE.YOUTOOZ.ZAKDESIGNSZINGTOYS.ZURU.8THWONDER

CORP.ACCESSORYINNOVATIONSADIDAS.AGELESSINNOVATION

ANDANI.ALLSTARDOGS.AMAV

.ZARA.ZENMONKEYSTUDIOS.

.ABGACCESSORIES.ABYSSE

.ACCUTIMEWATCHCORP.

.ALAMARCOSMETICS.ALEXBYDIAMANT.AMERICAN

TRAVELER.AMSCAN.APMEX.ARTEX.ASMUSTOYS.ASOS.ATLANTISHEADWEAR.

AURIMODA.AURORAWORLD.AYKROYD&SONS.BAMBOOBARK.BANDAINAMCO.BARETREEMEDIA.BARK.BARRADO.BARRY&JASONGAMES.BASICFUN!.BEASTKINGDOM.BENDON.BESAMECOSMETICS.BESTACCESSORYGROUP.BIC.BIOWORLD.BLACKMILKCLOTHING.BLUESKYTHECOLOROFIMAGINATION.BLUEPRINTCOLLECTIONS.BLUESGROUP.BONKERSTOYS.BOSSFIGHTSTUDIO.BOXLUNCH.BRANDALLIANCE.BRANDLITE

.BRAVADO.BUILD-A-BEARWORKSHOP.CACTUSANDPEARL.CANDYRIFIC.CARATSHOP.CARTAMUNDI.CASDON.CASELY

.CASETIFY.CATHKIDSTON.CENTRICBRANDS.CHALKLINEAPPAREL.CHARACTEROPTIONS

.CHARACTERWORLD.CHINALEISUREDEVELOPMENTCOMPANY

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THEULTIMATELIFEFORM

6NOVEMBER2024

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ThePowerofLicensees

Insidethemakingsofthisyear’sLeadingLicenseesReport.byMCKENNAMORGAN

LICENSEESAREAhugecomponentofthe

licensingindustry.Withoutthem,thereisnolicensedproduct.Handlingeverythingfromdesigntodistributiontomanufacturingand

more,thelicensor’sIPwouldnevermakeittomerchandisewithoutthelicensees.Tocele-

bratethelicenseesthatmakethisindustry

possible,theannualLeadingLicenseesreportmeetsamultitudeofneedsforallfacetsoftheindustry:licenseescanseewhoamongits

peersarethebestofthebest,licensorshaveahandylistofpotentiallicenseestocreatemer-chandisewithandretailerscanlearnwhat

companiesarecreatingtheproductsthatcouldlineitsshelves.

PowerfulData

Thisyear’sreportboastsalistofover350

manufacturersacross21licensingcategories.Weinterviewedsomelicenseesfeaturedin

thereportwhosharestrategies,trendsand

morewithexclusiveinsights.Inaddition,

we’vecompilednumerousdatapointsfrom

licenseesacrosstheindustry.Thisincludes

top-performingpropertiesoftheyear,newestlicensessignedandtopretailchannels,to

nameafew.YoucantakealookatthatdatainourBrandscapesection.

ModusOperandi

LicenseGlobalannouncedthatnomina-

tionswereopenforourannualreportviaournewsletter,websiteandsocialmediain

August.Nominationsweresubmittedby

licensees,licensors,agencies,retailersandothers.Toexpanduponthesesubmissions,weusedourpreviousreports,bothintheir

completedformatsandtheirrawdata,to

increaseourlistandrefineourdatapointstobeascomprehensiveaspossible.

DiggingDeeper

LicenseGlobalaskedlicenseeswhatcategoriestheycreateproductsfor,providingalistwithmultipleoptions.Lastyear’ssubmissions

showedthatgiftsandnovelties,fashion(foot-wearandaccessories)andhomedécor/house-wares/homefurnishing/gardenrepresented14.38%,12.46%and11.82%ofsubmissions,

respectively.Withournewmultiple-selectionsystem,giftsandnoveltiescameoutontop

againthisyear,makingup43.86%ofsubmis-sions.However,No.2thisyearwentto

fashion(apparel)with36.84%andthirdplacewasatie,withbothtoysandgamesandhomedécor/housewares/homefurnishing/gardencominginat35.08%.

Investmentsarechangingwhenitcomestoproductcreation.LeadingLicenseeshave

observedthatconsumersareseeingmore

valueinapparelandtoysincomparisonto

lastyear.Shiftinginvestmenttoalignwith

consumersisakeypillarofLeadingLicens-

ees,andthisbehaviorspansacrossallcatego-riesofthelist.

“Weprioritizeunderstandingourcustom-ers’needsandpreferences,whichallowsustocreateproductsthatresonatewiththemandalignwithmarkettrends”saysDasha

Suharev,director,brandpartnershipsand

growth,ColourPopCosmetics.“We’renot

afraidtotakecalculatedrisks,whetherit’s

exploringnewproductideasorentering

emergingmarkets.Thisboldapproachhelpsusstayaheadofthecurveandcapitalizeonnewopportunities.Innovationisatthecoreofourbusinessstrategy.Byconstantly

seekingnewwaystoenhanceourproducts

andleveragenewtechnologies,wedifferenti-ateourselvesandaddvaluetoourbrandandourlicensingpartners.”

AllStarDogs,apetproductsbrand,hasadifferentnichethanColourPop,buttakesasimilarapproachinitsbusiness.

“Wearenotafraidtotakeriskswithnew

licenseacquisitions,”saysElanOvadia,vicepresident,sales,AllStarDogs.“Ifthe

numbersmakesense,oreveniftheydon’t

always,weknowthatthejuicemaybeworththesqueeze.Notallpartnershipsthrive,andsomelicensesmayonlylastayearortwo,butwe’vebeenwillingtohaveaconversationtoexplorenewdealsand,inmanycases,bringthoseconversationstolife.”

AnotherwayLeadingLicenseescontinueto

pushtheenvelopeinthemarketisthroughspot-tinglicensingindustrytrendsandrisingproper-ties.Sometrendsincludedigitalexpansion,

unlikelylicensingcrossovers,nostalgia,“kidult”cultureandmore.Risingpropertiesincludetheupcoming“Wicked”filmbyUniversalPictures,animeseries,“OnePiece,”(anditslive-action

version),SnoopDoggandthememeproperty,SkibbidiToilet.Ourdatashowsretailprefer-enceshavechanged,withoursubmissions

showinggrowthinbrick-and-mortarande-com-mercesalesandadecreaseindirect-to-con-

sumersales.Foradditionaldetailsandinsightsonthesedatapointsandmore,readon!

Thisisn’talltheinsight.We’vegathered

multipleadditionaldatapoints,including

retailchannelsandpartnersofpreference,

licensees’newestandmostsuccessful

licensesandmore.Youcanlookatthatdata

anditsconclusionsintheBrandscapesection.

Withthatsaid,readontofindoutwhat

companiesmadethelist.Don’tseeyour

companyinthereport?Makesureyousignupforoure-newsletteratLicenseGtofindoutwhenwecallforsubmissionsfor

2025’sreport.

Brandscape:TheLicenseeReport

LicenseGlobalcollecteddatafrommanufacturersworldwidetofindoutwhatisinstorefor2025.

ANEXTENSIVELICENSEEdirectoryisnotallthisreporthastooffer.Thisyear’s

LeadingLicenseesreportalsodelvesinto

thelatestdevelopmentsfromthelicensingbusinessfromtheviewpointofthelicensee,givingmorespecificityonactualinsight,

toplicensesof2024,retailactivityandkeycategoriesofinterestfor2025.

LicenseGlobalconductedsurveyswith

licenseestodeterminehowconsumer

productmanufacturersareconductingbusi-ness,everythingfromwhatlicensesare

performingthebestamonglicensees,whatcategoriesarethemostsoughtafterfor

licensing,whatnewlicensesarebeing

signedrightnowandmore.Inordertostayaheadinthelicensingbusiness,intellectualpropertytrendsmustbestudiedonaglobalscale,andLicenseGlobalhasdonethe

heavylifting.

Whensurveyedabouttop-performing

licensesof2024,somenamesthatcameout

ontopincludedDisneylicensesatNo.1,

SquishmallowsatNo.2andMarvelatNo.3.

ThetopfivewasroundedoutbyHelloKitty

atNo.4andBarbieatNo.5.Disney,Squish-

mallowsandMarvelallmadeittotheTop10

most-signednewlicensesoftheyearaswell.

Mostdesiredcategorieswerealsocon-

firmedbytheLeadingLicenseesthrough

oursurveydata.ToysandGameswasthemostdesiredcategory,with40.35%of

licenseesthatsubmittednotingitasacate-goryofchoice.FollowingitupareTV/Film/Animation/StreamingMediawith38.60%,Fashion(Apparel)at33.33%andFashion

(FootwearandAccessories)at29.82%.InfifthplaceisMusic,cominginat26.32%.

Thesedatapointsindicatetrendswithinthetrajectoryoflicensing,fromcategorygrowthtoIPpreferenceshifts.The

LeadingLicenseesreport’sBrandscape

holdskeyinsightstounderstandinglicens-ingprofessionals’preferencesandcon-

sumerbehavior.

THEMOSTSUCCESSFULLICENSESOF2024

11.WARNERBROS.

12.SPIDER-MAN

13.POKÉMON

14.NICKELODEON

15.SESAMESTREET

Licensedmerchandisetrendsshiftregularly,especiallywhenitcomestoproperties.ThemostpopularIPssellwellandaidinbrandrecognitionforthelicenseeandbusinessgrowth.Thefollowingpropertieshavebeennamedbyourlicenseesasthebest-sellingIPsof2024.

1.DISNEY

2.SQUISHMALLOWS

3.MARVEL

4.HELLOKITTY

5.BARBIE

6.BLUEY

7.YU-GI-OH!

8.FORD

9.SNOOPDOGG

10.WICKED

16.ONEPIECE

17.GODZILLA

18.GENERALMOTORS

19.SPONGEBOB

SQUAREPANTS

20.STARWARS

8November2024

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ALEADINGLICENSEE

SesameStreet®andassociatedcharacters,trademarksanddesignelementsareownedandlicensedbySesameWorkshop©2024SesameWorkshop.Allrightsreserved.

©2024ABDLtd/EntOneUKLtd/Hasbro.©2024&TMBabyEinstein,LLC.EINSTEIN®isatrademarkofTheHebrewUniversityofJerusalem.

©2024Disney©2024Disney/Pixar©2024MARVEL©2024NationalGeographicPartnersLLCAllrightsreservedNATIONALGEOGRAPHICKIDSandYellowBorderDesignaretrademarksofNationalGeographicSociety,usedunderlicense.

©2024SpinMasterLtdPAWPATROLandallrelatedtitles,logos,characters;andSPINMASTERlogoaretrademarksofSpinMasterLtd.Usedunderlicense.NickelodeonandallrelatedtitlesandlogosaretrademarksofViacomInternationalInc.

"©2024ViacomInternationalIncAllRightsReservedNickelodeon,SpongeBobSquarePantsandallrelatedtitles,logosandcharactersaretrademarksofViacomInternationalInc.CreatedbyStephenHillenburg.

™&©2024PenguinRandomHouseLLCAllrightsreservedDreamWorksGabby'sDollhouse©2024DreamWorksAnimationLLCAllRightsReserved.JurassicWorldFranchise©2024UniversalCityStudiosLLCandAmblinEntertainment,Inc.AllRightsReserved.

BEATRIXPOTTER™©FrederickWarne&Co,2024FrederickWarne&Coistheownerofallrights,copyrightsandtrademarksintheBeatrixPottercharacternamesandillustrations.LicensedbyFrederickWarne&Co.Ltd.AllRightsReserved.

BLUEY(wordmarkandcharacterlogos)aretrademarksofLudoStudioPtyLimitedandareusedunderlicenceBLUEYlogo©LudoStudioPtyLimited2018LicensedbyBBCStudiosBBCisatrademarkoftheBritishBroadcastingCorporationandisusedunderlicence.BBClogo©BBC1996"

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WhatIPareManufacturersInterestedIn?

Trend-spottingandforecastingconsumerdemandforlicensedconsumerproductscanoftenmeantakingcalculatedrisks.Newlicensesmustbesignedinordertokeepproductsdesirableandfreshtotheconsumer.In2024,ourlicenseessignedmultiplenewIPs.Thesearethemostpopular,whichwillsurelyseeamomentin2025andbeyond.

BLIPPI

SQUIDGAME

DEATHROWRECORDS

DESPICABLEME

DEDDYBEARSPEANWUTS

MEANGIRLSNEOPETSCOCOMELONKISSPLAYSTATIONFRENCHCONNECTIONINSIDEOUT2

SAVANNAHBANANWASTOMORROW'SGOLFLEASUEGABBYSDOLLHOUSETOPGUN

YU-G1-OH!DCCOMICSCAPTAINTSUBASATHEMUSTERSTHEMUMMY

PEPPAPIGROALDDAHLFASTGFURIOUSWIACOMTROLLSSTRAWBERRYSHORTCAKE

uaunsNARUTOCASPERFIFAUSLCLCJUUTSUKAISENPARAMOUNTRAINBOWBRITEHARLEYQUINN

STARWARSHATSUNEWIKUSPELLBOUND

BEYBLADEHAPPYGILMORESTARFIELD

THEWITCHER

THEYLIVEMONOPOLYSKIBBIDITOILETBEAUTYANDTHEBEASTTONYHAWK

SUPERSIMPLE

ANGRYPANDA

CRUNCHYROLLNBAMARVEL

CRYBABIESMAGICTEARSTWNTMUTANWTMAYHEM

KINGKONG

TWILIGHTCLUE

BING

LEECOOPERHOWTOOTRAINYOURDRACON

DEMONSLAYERNHLPLAYERSASSOCIATION

WhatRetailChannelsareaFocus?

Retailisoneofthemostimportantelementsofbusinessforthelicensee.Thisyear,we’veseenashiftinwhatretailchannelsarethemostfruitfulforlicensees.

Retailer(brick-and-mortar)

2024:76.79%

2023:54.88%

Direct-to-Consumer(internalretailchannelorwebsite)

2024:25%

2023:35.3%

Retailer(e-commerce)

2024:57.14%

2023:33.56%

10NOVEMBER2024