Royalty Profile for Celebrity-based Licensed Merchandise – U.S. & Canada, 2008 – 2017


Much of the growth in this sector over the last decade has come in the fashion, and health and beauty categories. Fragrances bearing the names of celebrities like Nicki Minaj, Britney Spears, David Beckham have become popular. Others are active in home furnishings, jewelry, apparel, and related categories. Digital native celebrities such as fashionista Bethany Mota and makeup expert Michelle Phan are also a growing presence.

Similarly, there has been an explosion in popularity of celebrity chefs such as Guy Fieri, Rachael Ray, Mario Batali, Emeril Lagasse, and Wolfgang Puck. Merchandise can be seen in categories from pots and pans, to dressings and marinades.

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.

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