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 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%


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.

► 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