This chart was most recencently updated November 2019 in conjunction with an analysis of entertainment/character properties generating more than $100 million in licensed retail sales in the U.S. and Canada.
For more information on TLL’s methodology, click here.
Notes: Figures are for retail sales of all licensed merchandise for calendar years 2016–2017. Does not include: Content licensing such as DVDs; products created through in-house divisions rather than through licensing agreements with third parties (e.g. toys at Mattel or Hasbro or Pokémon video games from Nintendo); or nonretail products such as touring shows, theme park attractions, cruises, gambling/lotteries, and the like. N/A=Not applicable. F/A=First appearance. *Restated. | |||||||||||
Figures in Millions | |||||||||||
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Rank, 2018 | Property (Licensor) | U.S. & Canada | Outside U.S. & Canada | Global | Share of Retail Sales in U.S. & Canada, 2018 | ||||||
Retail Sales, 2018 | Retail Sales, 2017 | Change, 2017–2018 | Retail Sales, 2018 | Retail Sales, 2017 | Change, 2017–2018 | Retail Sales, 2018 | Retail Sales, 2017 | Change, 2017–2018 | |||
1 | Mickey & MinnieDisney | $1,304 | $1,291 | 1% | $1,962 | $1,942 | 1% | $3,265 | $3,233 | 1% | 39.9% |
2 | Paw PatrolNickelodeon | $1,061 | $1,050 | 1% | $750 | $500 | 50% | $1,811 | $1,550 | 17% | 58.6% |
3 | Star WarsDisney | $941 | $1,176 | -20% | $982 | $1,227 | -20% | $1,923 | $2,403 | -20% | 48.9% |
4 | Marvel AvengersDisney | $833 | $537 | 55% | $965 | $689 | 40% | $1,798 | $1,227 | 47% | 46.3% |
5 | Disney PrincessDisney | $734 | $863 | -15% | $953 | $1,270 | -25% | $1,686 | $2,133 | -21% | 43.5% |
6 | WWEWWE | $719 | $726 | -1% | $283 | $248 | 14% | $1,002 | $974 | 3% | 71.7% |
7 | Teenage Mutant Ninja TurtlesNickelodeon | $714 | $649 | 10% | $199 | $174 | 14% | $912 | $823 | 11% | 78.2% |
8 | Hello KittySanrio | $601 | $639 | -6% | $2,044 | $2,024 | 1% | $2,645 | $2,663 | -1% | 22.7% |
9 | PJ MaskseOne | $594 | $180 | 230% | $323 | $170 | 90% | $917 | $350 | 162% | 64.8% |
10 | Frozen Disney | $562 | $803 | -30% | $450 | $600 | -25% | $1,013 | $1,404 | -28% | 55.5% |
11 | Winnie the PoohDisney | $493 | $479 | 3% | $1,182 | $1,171 | 1% | $1,675 | $1,649 | 2% | 29.4% |
12 | PeanutsDHX Media | $464 | $459 | 1% | $1,198 | $1,099 | 9% | $1,662 | $1,558 | 7% | 27.9% |
13 | Sesame StreetSesame Workshop | $450 | $469 | -4% | $250 | $255 | -2% | $700 | $724 | -3% | 64.3% |
14 | BatmanWarner Bros. | $425 | $472 | -10% | $414 | $552 | -25% | $839 | $1,024 | -18% | 50.6% |
15 | Spider-ManDisney | $381 | $477 | -20% | $694 | $925 | -25% | $1,075 | $1,402 | -23% | 35.5% |
16 | MinecraftMojang/Microsoft | $337 | $321 | 5% | $394 | $358 | 10% | $731 | $679 | 8% | 46.1% |
17 | My Little PonyHasbro | $331 | $328 | 1% | $359 | $332 | 8% | $690 | $660 | 5% | 48.0% |
18 | ShopkinsMoose Toys | $310 | $138 | 125% | $385 | $220 | 75% | $695 | $358 | 94% | 44.6% |
19 | Thomas & FriendsMattel | $290 | $293 | -1% | $438 | $434 | 1% | $727 | $726 | 0% | 39.8% |
20 | SupermanWarner Bros. | $274 | $323 | -15% | $359 | $399 | -10% | $634 | $722 | -12% | 43.3% |
21 | Peppa PigeOne | $243 | $231 | 5% | $1,027 | $1,007 | 2% | $1,270 | $1,238 | 3% | 19.1% |
22 | SpongeBob SquarePantsNickelodeon | $207 | $201 | 3% | $552 | $512 | 8% | $759 | $712 | 7% | 27.2% |
23 | TransformersHasbro | $205 | $410 | -50% | $218 | $242 | -10% | $423 | $652 | -35% | 48.5% |
24 | Power RangersHasbro | $203 | $406 | -50% | $79 | $143 | -45% | $281 | $548 | -49% | 72.1% |
25 | PokémonPokémon Co. | $201 | $186 | 8% | $296 | $287 | 3% | $497 | $473 | 5% | 40.5% |
26 | Looney TunesWarner Bros. | $195 | $206 | -5% | $401 | $418 | -4% | $597 | $624 | -4% | 32.8% |
27 | Harry Potter/Wizarding WorldWarner Bros. | $175 | N/A | N/A | $330 | N/A | N/A | $505 | $505 | N/A | 34.7% |
28 | BarbieMattel | $173 | $188 | -8% | $114 | $111 | 2% | $287 | $300 | -4% | 60.3% |
29 | Star TrekCBS | $139 | $138 | 1% | $52 | $42 | 25% | $192 | $180 | 7% | 72.7% |
30 | Simpsons20th Century Fox | $122 | $144 | -15% | $133 | $153 | -13% | $255 | $297 | -14% | 47.9% |
31 | The IncrediblesDisney | $105 | N/A | N/A | $80 | N/A | N/A | $185 | $185 | N/A | 56.8% |
32 | Jurassic WorldUniversal | $103 | N/A | N/A | $250 | N/A | N/A | $353 | $353 | N/A | 29.2% |
Total | $13,888 | $13,781 | 1% | $18,115 | $17,506 | 3% | $32,003 | $32,330 | -1% | 43.4% |