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PRESCHOOL

Top 20 Preschool Properties in the $12.8 Billion Industry

The preschool market is one of the most stable we track, compared to other property types and product categories. In 2016, licensed retail sales of preschool brand-based, preschool-oriented merchandise grew 6.7% to reach almost $12.8 billion. Although all-ages brands like sports-based properties and Star Wars have made inroads into licensed preschool merchandise, preschool-based brands still made up the bulk of extensions on shelves in 2016.

Please note that all numbers include only products for preschoolers (e.g., older-skewing products for My Little Pony are not included). The data includes only licensed and not in-house-produced merchandise (e.g., merchandise sourced by a Disney division for theme parks or Disney-owned stores is not included; toys tied to Hasbro-owned My Little Pony or Mattel-owned Thomas are not included). Unlike our other data sets, these figures include retail sales for DVDs, apps, and other digital content, if not in-house-produced.

Subscribers to the Licensing Databank can access these charts and more data here. Contact Jen to get the raw data for all 201 of the preschool properties we tracked in calculating the 2016 data (including retail sales from 2013–2016) in .xslx format.

Most preschool properties make less than $5 million in sales a year, at 46.8% share. Just 10%, or 20 properties, are part of the top list below.


Top 20 Preschool Properties Worlwide

The top preschool property based on global retail sales of licensed preschool products is once again Disney’s Winnie the Pooh at $1,275 million—the only property to make over $1 billion in 2016. The property commands a full 10% of the total market.

Frozen nabbed the the No. 2 spot at $994 million, growing at a slightly more relaxed pace of 5% growth from 2015. At No. 3 is Nickelodeon’s Dora the Explorer, growing 2% to reach $933 in global retail sales in 2016.

Most of the properties on this list are older and more established, but several up-and-comers have joined the list in the last couple of years. These include Peppa Pig (No. 6) and Paw Patrol (No. 11).

Preschool Properties with Licensed Sales of $100+ Million, Worldwide, 2015–2016
Note: Numbers include only products for preschoolers (e.g., older-skewing products for My Little Pony are not included). Includes only licensed and not in-house-produced merchandise (e.g., merchandise sourced by a Disney division for theme parks or Disney- owned stores is not included; toys tied to Hasbro-owned My Little Pony or Mattel-owned Thomas are not included). Includes DVDs, apps, and other digital content, if not in-house-produced.
(Figures in millions)
RankPropertyLicensorRetail Sales, Worldwide, 2016Retail Sales, Worldwide, 2015Change, 2015-2016Share of Worldwide Sales, 2016
1Winnie the PoohDisney$1,275$1,2502%10.0%
2FrozenDisney$994$9465%7.8%
3Dora the ExplorerNickelodeon$933$9152%7.3%
4Sesame StreetSesame Workshop$925$9072%7.3%
5World of Beatrix Potter/Peter RabbitPenguin Random House$920$8933%7.2%
6Peppa PigeOne$841$7946%6.6%
7DoraemonShogakukan-Shueisha Productions Co.$557$5511%4.4%
8Miffy & FriendsMercis$489$4802%3.8%
9Doc McStuffinsDisney$360$3493%2.8%
10My Little PonyHasbro$359$3328%2.8%
11Paw PatrolNickelodeon$356$27032%2.8%
12Galinha PintadinhaBromelia$320$3084%2.5%
13Patati PatatáRinaldi Productions$232$2282%1.8%
14Masha and the BearAnimaccord$223$18024%1.7%
15Minnie's Bow-ToonsDisney$187$1842%1.5%
16Strawberry ShortcakeIconix Brand Group$167$1586%1.3%
17Mickey Mouse ClubhouseDisney$155$1531%1.2%
18World of Eric CarleEric Carle$144$1366%1.1%
19Sofia the FirstDisney$111$143-22%0.9%
20WigglesThe Wiggles Pty. Ltd.$105$1041%0.8%
Worldwide Total$12,758$11,9577%100.0%


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