A Storied Past: License! Global Celebrates 15 Years
Feb 01, 2013
By Nicole Davis
The Disney Factor
Since License! Global began ranking the world's licensors in April 1999 (the first report was called the "Nifty Fifty"), Disney Consumer Products has topped the list.
The series of acquisitions and strategic moves the group has made over the last 15 years have only served to increase its clout and solidify its position as the standard bearer of global brand licensing.
In 2006, Disney acquired Steve Jobs' Pixar, revitalizing their animation business and, at the same time, bringing one of the most innovative minds of a generation into the fold. Then in 2009, Disney brought Marvel under its umbrella, a move that balanced out the powerhouse's portfolio, which up to that point had been girl-brand heavy. And just last year, Disney acquired Lucasfilm, adding brands like Star Wars and Indiana Jones to its roster.
Much of the success of DCP over the last 15 years can be attributed to its former chairman, Andy Mooney, who nearly quadrupled the division's retail sales during his tenure. In 2012, Mooney retired and passed the torch to 18-year Disney veteran Bob Chapek, who was featured on the June 2012 cover of License! Global.
Chapek is now continuing the winning strategy that his predecessor instituted and moving toward Mooney's long-standing goal of reaching $50 billion in annual sales of licensed merchandise worldwide.
While bolstered by a continual slate of studio content, DCP is also working to grow its business outside of films with independent franchises like Disney Fairies, the continued expansion of classic characters like Mickey Mouse and Winnie the Pooh, and a focus on digital and social media integration.