Karina Masolova, additional reporting by Glenn Demby and Marcy Magiera
A total of 44 properties made TLL‘s latest list of entertainment/character brands that cleared $100 million in licensed retail sales in the U.S. and Canada. For the first time, we’re casting our predictions for what next year’s look will look like. See the retail sales breakdown here, and look below for what’s to come.
There are a number of brands TLL is considering for the 2016 list—including those that have been around for a while, such as Warner Bros.’ Wizarding World (including Harry Potter and Fantastic Beasts). Also expected to land on the list next year is eOne’s preschool show Peppa Pig, which broke $1 billion in worldwide sales in 2015 and only really launched its program stateside in 2016. The biggest new kid on the block?—DreamWork’s Trolls.
We anticipate that 18.2% of brands on the list will experience a dip in retail sales in 2016. Declining brands account for 11.4% of retail sales on the list—but, with the gains from new additions and top performers, growth in 2016 retail sales is expected to outpace loses. Potential cuts are Monsters University, How to Train Your Dragon, and Ben 10.
In contrast, 43.2% of brands are expected to experience positive growth—these currently account for 41.5% of the list’s total sales. Some of the biggest expected growers launched extensive programs in connection with film releases (Angry Birds, Power Rangers, and Warner Bros.’ superheroes), anniversary celebrations (Star Trek and Pokémon), or just plain old-fashioned momentum (Shopkins).
Entertainment properties with expected flat growth (±2%, give or take) make up 38.6% of the list, accounting for almost half (47.1%) of the share of retail sales. These tend to be established brands that have secured their space on retail shelves—four are in the top 10. While Mickey & Friends and Hello Kitty are not exactly making headlines, they remain a bedrock of entertainment licensing.
Rank, 2015 | Property | Licensor | Change in Global Retail Sales, 2015–2016 |
---|---|---|---|
1 | Mickey & Friends | Disney | FLAT |
2 | Star Wars | Disney | POS. |
3 | Disney Princess | Disney | FLAT |
4 | Hello Kitty | Sanrio | FLAT |
5 | Frozen | Disney | POS. |
6 | Teenage Mutant Ninja Turtles | Nickelodeon | POS. |
7 | Winnie the Pooh | Disney | FLAT |
8 | WWE | WWE | POS. |
9 | Despicable Me/Minions | Universal | NEG. |
10 | Sesame Street | Sesame Workshop | FLAT |
11 | Batman | Warner Bros. | POS. |
12 | Spider-Man | Disney | POS. |
13 | Avengers | Disney | POS. |
14 | Peanuts | Iconix | POS. |
15 | Thomas & Friends | Mattel | POS. |
16 | Superman | Warner Bros. | POS. |
17 | Skylanders | Activision | NEG. |
18 | Transformers | Hasbro | POS. |
19 | Minecraft | Mojang/Microsoft | POS. |
20 | SpongeBob SquarePants | Nickelodeon | FLAT |
21 | Disney Cars | Disney | NEG. |
22 | Angry Birds | Rovio | POS. |
23 | Monsters University | Disney | NEG. |
24 | My Little Pony | Hasbro | POS. |
25 | Looney Tunes | Warner Bros. | FLAT |
26 | Power Rangers | Saban | POS. |
27 | Doc McStuffins | Disney | NEG. |
28 | Scooby-Doo | Warner Bros. | POS. |
29 | Monster High | Mattel | NEG. |
30 | Dora & Friends | Nickelodeon | FLAT |
31 | Simpsons | 20th Century Fox | FLAT |
32 | Minnie’s Bow-Tique | Disney | FLAT |
33 | Barbie | Mattel | FLAT |
34 | Sofia the First | Disney | FLAT |
35 | Ben 10 | Cartoon Network | NEG. |
36 | Betty Boop | King Features | FLAT |
37 | Mickey Mouse Clubhouse | Disney | FLAT |
38 | Pokémon | Pokémon Co. | POS. |
39 | Doctor Who | BBC | FLAT |
40 | Star Trek | CBS | POS. |
41 | Adventure Time | Cartoon Network | FLAT |
42 | Garfield | Paws Inc. | FLAT |
43 | How to Train Your Dragon | DreamWorks Animation | NEG. |
44 | Shopkins | Moose Toys | POS. |
TOTAL | POS. |