The Top Global Licensors Report 2022

Find out which brand owners lead retail sales for licensed consumer products in License Global’s exclusive annual report.
June 25, 2021
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License Global

License Global's annual report, The Top Global Licensors, returns, showcasing the most powerful brand licensing programs at retail from 2021.

The Top Global Licensors Report ranks the performance of brands’ licensed consumer products at retail for fiscal year 2021, while highlighting the key strategies, collaborations, and extensions they leveraged to achieve positive growth. This year’s report notes a positive shift as recovery remains at the fore for all businesses as we turn the page on another pandemic year. 

Statistics from the Report:

The Top Global Licensors Report 2022 shows a total revenue reported of $260.8 billion for the 88 licensors that submitted, with 40 of those brand licensors bringing in at least $1 billion at retail.

Inside this Report: 

  • The most powerful brands based on prior-year merchandise sales and the activity that helped them to achieve that outcome
    • Strategy and category insights from the world’s largest brands
      • Brandscape, a directionally informed market survey of brand licensor activity, from License Global, that includes the product categories licensors will bank on in 2023, top performing licenses and entertainment properties and more statistics and infographics
        • And more! 

          The Top Ten Global Brand Licensing Companies:

          Rank

          Company

          Retail Sales 2021

          Retail Sales 2020

          Last Year's Ranking

          1

          The Walt Disney Company

          $56.2B (E)

          $54B

          1

          2

          Dotdash Meredith

          $35.9B

          $30.1B (formerly Meredith Corporation)

          2

          3

          Authentic Brands Group

          $21.7B

          $13.8B

          3

          4

          WarnerMedia/Warner Bros. Consumer Products

          $15B

          $11B

          4

          5

          The Pokémon Company International

           $8.5B

          $5.1B

          8

          6

          Hasbro

          $8.4B

          $7.8B

          5

          7

          NBCUniversal/Universal Brand Development

          $8.3B 

          $7.5B

          6

          8

          Mattel

          $7.4B (E)

          $2B (E)

          22

          9

          Bluestar Alliance

           $6.5B

          $4.5B

          9

          10

          Paramount Global/Paramount Consumer Products and Experiences

          $6B

          $5.8B (formerly ViacomCBS)

          7

          More About the Top Ten:

          The Walt Disney Company

          Rank: 1


          Retail Sales 2021: $56.2B (E)

          As part of

          The Walt Disney Company

          , Disney Consumer Products, Games and Publishing brings beloved brands into the daily lives of families and fans of all ages through innovative products and immersive experiences around the world. Its products and retail experiences span across the company’s iconic brands –

          Disney

          ,

          Pixar

          ,

          Marvel

          ,

          Star Wars

          ,

          ESPN

          ,

          Twentieth Century

          and

          National Geographic

          – and are delivered through a variety of channels including the shopDisney e-commerce platform as well as at Disney Parks, local and mass-market retailers and Disney stores globally.

          As the world’s largest licensing business, Disney Consumer Products, Games and Publishing works with top brands – including Hasbro, Mattel,

          Mad Engine

          ,

          the LEGO Group

          , Jay Franco, Kimberly Clark,

          Funko

          and

          Procter & Gamble

          – on world-class products across multiple categories that appeal to our global consumers.

          The business is also one of the world’s largest licensors of games across platforms; and the home of Disney Publishing Worldwide, one of the world’s largest publishing brands.

          Dotdash Meredith

          Rank: 2


          Retail Sales 2021: $35.9B

          Dotdash Meredith

          boasts licensing programs for brands like

          Better Homes and Gardens

          , Southern Living, The Spruce, Coastal Living and Brides.

          Home lines, organization essentials and more bring in retail sales revenue for the company. Other domestic licensed programs include

          Allrecipes

          cookware, pantry ware and spice collection; Cooking Light cookware and cutlery; and

          REAL SIMPLE

          natural cleaning products and floral arrangements.

          International partnerships include

          LIFE

          products and pop-up stores in Korea.


          Authentic Brands Group

          Rank: 3


          Retail Sales 2021: $21.7B

          Authentic Brands Group

          is a leading brand development, marketing, media and entertainment company. Generating more than $21 billion in licensed retail sales in 2021, ABG’s portfolio includes more than 50 global brands and properties and is diversified across the entertainment and life-style sectors.

          The company’s entertainment properties include icons

          Marilyn Monroe

          ,

          Elvis Presley

          and

          Muhammad Ali

          ; living legends

          Shaquille O’Neal

          ,

          David Beckham

          , Greg Norman, Julius “Dr. J” Erving, Thalia Sodi and Neil Lane; media properties

          Sports Illustrated

          , Sports Illustrated Swim, Sports Illustrated Studios, Studio 99; and characters Mini Marilyn, Agent King and Little Shaq.

          ABG’s experiences portfolio includes Shaq’s Fun House, SI Sportsbook, SI TIX, Prospects by Sports Illustrated, Sports Illustrated Circuit Series, The Sports Illustrated Awards, Sports Illustrated’s The Party, Sports Illustrated Swim Search,

          Elvis

          Week, Graceland.

          ABG also has a number of food and beverage and fashion and lifestyle brands.

          WarnerMedia/Warner Bros. Consumer Products

          Rank: 4


          Retail Sales 2021: $15B

          Warner Bros.

          Global Brands and Experiences encompasses Warner Bros. Consumer Products,

          DC

          , Warner Bros. Themed Entertainment and the company’s Franchise Development business units.

          The company leverages the creative power of Warner Bros.,

          HBO

          , Cartoon Network, Adult Swim, DC and more across the breadth of the company's biggest franchises like

          Harry Potter

          ,

          Friends

          ,

          Game of Thrones

          ,

          Wonder Woman

          ,

          Batman

          ,

          Superman

          ,

          Rick and Morty

          , etc.


          The Pokémon Company International

          Rank: 5


          Retail Sales 2021: $8.5B

          In 2021, The Pokémon Company International celebrated 25 years of

          Pokémon

          across the franchise’s entertainment portfolio of video games, apps, the Pokémon Trading Card Game (TCG), animation and merchandise.

          Stemming from the brand’s massive 25th anniversary celebration and global campaign, TPCi’s licensing and retail programs experienced significant growth across gaming, toys, apparel and accessories, designer collaborations, tech gear, home décor and more.



          Hasbro

          Rank: 6


          Retail Sales 2021: $8.4B

          Hasbro

          is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at

          Wizards of the Coast

          , an award-winning developer of tabletop and digital games best known for fantasy franchises

          Magic: The Gathering

          and

          Dungeons & Dragons

          .

          The company's portfolio of approximately 1,500 brands includes Magic: The Gathering,

          NERF

          ,

          My Little Pony

          ,

          Transformers

          ,

          Play-Doh

          ,

          Monopoly

          , Baby Alive,

          Dungeons & Dragons

          ,

          Power Rangers

          ,

          Peppa Pig

          ,

          PJ Masks

          and premier partner brands.


          NBCUniversal/Universal Brand Development

          Rank: 7


          Retail Sales 2021: $8.3B

          In 2021,

          Universal Brand Development (UBD)

          continued its alignment and collaboration within the Universal Parks & Resorts (UPR) division – creating significant bench strength as UBD is one of only two media companies that have global theme parks – enabling the division to deepen direct-to-consumer connections with innovative physical and digital products and experiences 365-days-a-year.

          With fandom driving the momentum, UBD’s global brands such as Illumination’s

          Minions

          , Universal Pictures’

          Jurassic World

          and

          Fast & Furious

          ,

          DreamWorks Animation’s

          Trolls

          and vault properties from the studio’s 100-year-plus history continue to develop into bigger, broader franchises with expanding eco-systems.


          Mattel

          Rank: 8


          Retail Sales 2021: $7.4B

          Mattel’s

          top licensed properties include

          Barbie

          ,

          Thomas & Friends

          ,

          Fisher-Price

          and

          Hot Wheels

          . Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. Mattel creates innovative products and experiences that inspire, entertain and develop children through play.

          The company engages consumers through its portfolio of iconic brands, including Barbie, Hot Wheels, Fisher-Price,

          American Girl

          , Thomas & Friends,

          UNO

          ,

          Masters of the Universe

          ,

          Monster High

          and MEGA, as well as other popular intellectual properties that it owns or licenses in partnership with global entertainment companies. Offerings include film and television content, gaming and digital experiences, music and live events.


          Bluestar Alliance

          Rank: 9


          Retail Sales 2021: $6.5B

          The Bluestar Alliance portfolio includes some of the world’s most recognizable brands, including

          Hurley

          ,

          Justice

          , Elie Tahari,

          Tahari

          , Tahari ASL,

          Bebe

          ,

          Brookstone

          ,

          Nanette Lepore

          , Catherine Malandrino, Kensie, Kensie Girl, English Laundry, Joan Vass and Limited Too.

          Distribution is both international and domestic with revenue being derived from an extensive and comprehensive lifestyle licensing strategy that includes all classifications of product.

          Key drivers are sportswear, dresses, active, swimwear, denim, footwear, handbags, accessories, fragrance, eyewear, electronics and home, among others. Each brand is supported by ongoing marketing, social and digital media initiatives to increase brand awareness and market share penetration.


          Paramount Global/Paramount Consumer Products and Experiences

          Rank: 10


          Retail Sales 2021: $6B


          Paramount Consumer Products and Experiences

          oversees all licensing and merchandising for Paramount Global, a leading media and entertainment company that creates premium content and experiences for audiences worldwide. Licensing programs span across apparel, toys, books, digital and location-based experiences for its properties, such as beloved preschool brands

          Baby Shark

          ,

          PAW Patro

          l and

          Blue’s Clues & You

          , classic Nickelodeon brands,

          SpongeBob SquarePants

          ,

          Rugrats

          ,

          Teenage Mutant Ninja Turtles

          , the

          Star Trek

          franchise as well as pop culture hits including “Yellowstone” and “Emily in Paris,” among many others.

          Paramount Consumer Products and Experiences worked with several retail partners worldwide in 2021, including

          Walmart

          ,

          Target

          ,

          Amazon

          ,

          Primark

          ,

          Asda

          and many more.

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