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ENTERTAINMENT/CHARACTER

Retail Sales of Licensed Merchandise Based on $100MM+ Entertainment/Character Properties

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.

Retail Sales of Licensed Merchandise Based on $100 MM+ Entertainment/Character Properties, U.S. & Canada, 2017–2018
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
Rank, 2018Property (Licensor)U.S. & CanadaOutside U.S. & CanadaGlobalShare of Retail Sales in U.S. & Canada, 2018
Retail Sales, 2018Retail Sales, 2017Change, 2017–2018Retail Sales, 2018Retail Sales, 2017Change, 2017–2018Retail Sales, 2018Retail Sales, 2017Change, 2017–2018
1Mickey & MinnieDisney$1,304$1,2911%$1,962$1,9421%$3,265$3,2331%39.9%
2Paw PatrolNickelodeon$1,061$1,0501%$750$50050%$1,811$1,55017%58.6%
3Star WarsDisney$941$1,176-20%$982$1,227-20%$1,923$2,403-20%48.9%
4Marvel AvengersDisney$833$53755%$965$68940%$1,798$1,22747%46.3%
5Disney PrincessDisney$734$863-15%$953$1,270-25%$1,686$2,133-21%43.5%
6WWEWWE$719$726-1%$283$24814%$1,002$9743%71.7%
7Teenage Mutant Ninja TurtlesNickelodeon$714$64910%$199$17414%$912$82311%78.2%
8Hello KittySanrio$601$639-6%$2,044$2,0241%$2,645$2,663-1%22.7%
9PJ MaskseOne$594$180230%$323$17090%$917$350162%64.8%
10Frozen Disney$562$803-30%$450$600-25%$1,013$1,404-28%55.5%
11Winnie the PoohDisney$493$4793%$1,182$1,1711%$1,675$1,6492%29.4%
12PeanutsDHX Media$464$4591%$1,198$1,0999%$1,662$1,5587%27.9%
13Sesame StreetSesame Workshop$450$469-4%$250$255-2%$700$724-3%64.3%
14BatmanWarner Bros.$425$472-10%$414$552-25%$839$1,024-18%50.6%
15Spider-ManDisney$381$477-20%$694$925-25%$1,075$1,402-23%35.5%
16MinecraftMojang/Microsoft$337$3215%$394$35810%$731$6798%46.1%
17My Little PonyHasbro$331$3281%$359$3328%$690$6605%48.0%
18ShopkinsMoose Toys$310$138125%$385$22075%$695$35894%44.6%
19Thomas & FriendsMattel$290$293-1%$438$4341%$727$7260%39.8%
20SupermanWarner Bros.$274$323-15%$359$399-10%$634$722-12%43.3%
21Peppa PigeOne$243$2315%$1,027$1,0072%$1,270$1,2383%19.1%
22SpongeBob SquarePantsNickelodeon$207$2013%$552$5128%$759$7127%27.2%
23TransformersHasbro$205$410-50%$218$242-10%$423$652-35%48.5%
24Power RangersHasbro$203$406-50%$79$143-45%$281$548-49%72.1%
25PokémonPokémon Co.$201$1868%$296$2873%$497$4735%40.5%
26Looney TunesWarner Bros.$195$206-5%$401$418-4%$597$624-4%32.8%
27Harry Potter/Wizarding WorldWarner Bros.$175N/AN/A$330N/AN/A$505$505N/A34.7%
28BarbieMattel$173$188-8%$114$1112%$287$300-4%60.3%
29Star TrekCBS$139$1381%$52$4225%$192$1807%72.7%
30Simpsons20th Century Fox$122$144-15%$133$153-13%$255$297-14%47.9%
31The IncrediblesDisney$105N/AN/A$80N/AN/A$185$185N/A56.8%
32Jurassic WorldUniversal$103N/AN/A$250N/AN/A$353$353N/A29.2%
Total$13,888$13,7811%$18,115$17,5063%$32,003$32,330-1%43.4%

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