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TLL’s Guide to Publishing-based Properties

The publishing sector includes three primary areas: Books, newspapers/magazines, and comic books and strips. Licensing of books is dominated by children’s titles and focuses on children’s book characters. However, there are also specialized imprints for adults such as Rand McNally, Berlitz, and For Dummies, and some adult nonfiction authors have launched licensing efforts as well. In some cases, some of the licensing activity based on a given publishing property may fall under “Entertainment/Character,” since much of the licensing is based on the filmed properties. Examples include The Hunger Games, Twilight, Harry Potter, and Spider-Man (as well as the bulk of comic book-origin properties with extensive licensing programs). By contrast, while properties such as Clifford and Curious George get a boost through exposure on TV and in film, if the licensing looks the same in both media we keep them in the property type of origin, in this case “Publishing.” Comic strip properties that have transcended the world of newspapers (e.g. Peanuts and Garfield) are categorized under “Entertainment/Character”.

Click to view Retail Sales of Licensed Merchandise, Based on Publishing Properties.

Representative properties—Books (children): 39 Clues, American Girl, Angelina Ballerina, Arthur, Beatrix Potter/Peter Rabbit, Berenstain Bears, Clifford, Curious George, Dangerous Book for Boys/Daring Book for Girls, Dr. Seuss, Golden Books, Guess How Much I Love You, Mad Libs, Madeline, Maisy, Mr. Men & Little Miss, Nancy Drew, Pinkalicious, Where’s Waldo?, Wimpy Kid, World of Eric Carle.

Book authors (adult): Agatha Christie, Deepak Chopra, Tom Clancy, F. Scott Fitzgerald, Ernest Hemingway, James Patterson, Nora Roberts, Andrew Weil.

Books (brands): Chicken Soup for the Soul, Encyclopaedia Britannica, Fodor’s, For Dummies, Frommer’s, Joy of Cooking, Purpose Driven Life, Rand McNally.

Comic books/strips: Archie & Veronica, Casper, Dilbert, Far Side, R. Crumb, Ziggy.

Newspapers/magazines: Better Homes & Gardens, Billboard, Bon Appétit, Car & Driver, Cosmo, Country Living, Elle, Entrepreneur, Esquire, Essence, Food & Wine, Forbes, Golf Digest, Good Housekeeping, Harper’s Bazaar, National Geographic, The New York Times, Old Farmer’s Almanac, Playboy, Penthouse, Popular Mechanics, Real Simple, Rolling Stone, Seventeen, Southern Living, USA Today.

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