Start Your FREE Membership NOW
 Get Immediate Access to Licensing Articles & Special Features
 Receive Our Weekly eNewsletters, The Deal Sheet,
   The Licensing Advisor and Weekly Wrap Up
 Absolutely NO Risk or Obligation on Your Part -- It's FREE!

Upgrade to Premium Membership NOW for Just $147!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts

Royalty Profile for Celebrity-based Licensed Merchandise


Sector value, U.S. & Canada, 2017: $5.92 billion

  • Entertainers/Models: $2.66 billion
  • Chefs/Home-Related: $2.19 billion
  • Digital/Other: $1.07 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 5.4%

  • Entertainers/Models: 2.4%
  • Chefs/Home-Related: 2.0%
  • Digital/Other: 1.0%

Average royalty, U.S. & Canada, 2018: 10.23%

  • Entertainers/Models: 10.35%
  • Chefs/Home-Related: 9.65%

Royalty range, U.S. & Canada, 2018: 2%–18%

  • Entertainers/Models: 4%–18%
  • Chefs/Home-Related: 2%–16%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 10.24%

  • Entertainers/Models: 10.36%
  • Chefs/Home-Related: 9.69%


Much of the growth in this sector over the last decade has come in the fashion and HBA categories. Fragrances and beauty products have become a popular choice for brands. Others are active in home furnishings, jewelry, apparel, and related categories.

Popularity has drained for celebrity chefs such as Guy Fieri, Rachael Ray, Mario Batali, and Wolfgang Puck in merchandise ranging from pots and pans to dressings and marinades. Some social media celebrities are picking up the slack, but they do not command as high royalties yet.

Both fragrances and kitchen staples such as cookware are relatively high-priced and, at least in these categories, sometimes command a premium from the consumer at retail. This can contribute to above- average royalty rates.

► Toggle between image
(right click to save) and interactive (hover to preview) formats.

► Toggle between image
(right click to save) and interactive (hover to preview) formats.

You need to be logged in to access this content.

If you need help logging in, please contact customer service at 1-888-729-2315 or

Please Login...

Email Address


Or purchase full access to Licensing Data Bank Online and get access to the content you clicked on. Click here to find out more.

Or register for a TLL free account and get 3 articles per month!

Email Address