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Estate

Royalty Profile for Estate-based Licensed Merchandise

 

Sector value, U.S. & Canada, 2017: $2.33 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 2.1%

Average royalty, U.S. & Canada, 2018: 9.70%

Royalty range, U.S. & Canada, 2018: 4%–18%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 9.72%

Analysis

Increasingly, the fame of deceased celebrities is being leveraged to create lifestyle brands.

Historically, much of the licensing business for estates has been in advertising applications, where deals are structured according to the amount of the media buy or as a flat fee, rather than as royalty- based transactions that are the norm for consumer products deals.

That said, when deceased celebrities are used for licensed consumer products, their estates, on average, command a royalty premium more than a full percentage point above the overall average across all licensed properties.

There is also a nascent trend toward the purchase of estate merchandising rights by venture capital and private equity firms. Examples include Peanuts, Marilyn Monroe, Elvis Presley, and Bob Marley, among others.


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