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
Traditional Toys/Games

Royalty Profile for Traditional Toy/Game-based Licensed Merchandise


Sector value, U.S. & Canada, 2017: $1.43 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 1.3%

Average royalty, U.S. & Canada, 2018: 8.20%

Royalty range, U.S. & Canada, 2018: 5%–13%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 8.20%


Licensing programs based on popular toys and games leverage both the entertainment equity of the toy as well as the power of a brand program, so it makes sense that royalty rates in this category generally have been close to the industry-wide average.

Hot current brands carry royalty rates similar to those of hot entertainment properties (10%–14%), while those of more everyday brands, or those that may be used in retro apparel or other programs, carry royalties that are closer to those of corporate brands in general (6%–9%).

► 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