The Top 150 Global Licensors

NEIL COLE, CEO, +1.212.730.0030

Iconix owns, markets and licenses a diversified portfolio of 37 consumer brands across fashion, sports, entertainment and the home sector. In 2014, the company continued to grow its global footprint through its existing joint ventures; its global brands Peanuts, Umbro and Lee Cooper; and the expansion of its relationship with Global Brands Group into new territories including Korea, the Middle East and Umbro and Lee Cooper in China. The company acquired two new brands, character brand Strawberry Shortcake and the heritage athletic brand PONY. Strawberry Shortcake is a complement to the company’s existing entertainment business, and through this acquisition, Iconix has gained new partnerships with top entertainment companies around the world including Netflix, Discovery Family, Budge Studios and the Bridge. The sports division of Iconix continues to be an area of growth, and Iconix will leverage its existing sports platform including Danskin, Starter and Umbro to help grow the PONY brand throughout North America. Today, Iconix has more than 50 direct-to-retail partnerships, over 1,100 licenses and more than 1,300 international stores for its iconic brands worldwide. In the U.S., Iconix has DTR partnerships across most major retailers including Candie’s at Kohl’s, Mossimo at Target and Danskin Now at Walmart, to name a few. In 2015, the company expects growth to be driven by continued international expansion, the launch of the new Peanuts movie with Blue Sky Studios scheduled to launch in over 70 countries and 40 languages on Nov. 6, as well as its recent acquisitions of the Strawberry Shortcake and PONY brands. Iconix will celebrate its 10th anniversary in July.


Always a reflection of the times, Barbie brings her signature style to more than 45 different consumer products categories including apparel, accessories, home décor, beauty, publishing, sporting goods and electronics. Barbie heads into 2015 with softlines partnerships, a new updated look and customizable products. In 2014, the brand launched new apparel lines with both Forever 21 and Wildfox. In fact, Barbie was named Forever 21’s Shining Star of the Year as a result of a robust marketing plan that spanned multiple consumer touch points to launch the collection at an event at Forever 21’s flagship store in Santa Monica, Calif. The Barbie Forever 21 launch party celebration in September 2014 included a pink Corvette and Ken model photo opportunity, as well as several additional brand activations. The launch party resulted in a 65 percent lift in foot traffic, as well as a lift in sales for Forever 21 over the prior week. In addition, the launch generated more than 600,000 media impressions and 171 media placements with coverage across top tier print and online outlets including Women’s Wear Daily and Additionally, the program included a robust social media campaign which resulted in 840,000 likes on just six Forever 21 Barbie pictures and 784 user generated posts on #BARBIELOVESF21 Instagram channels. The Barbie brand also launched an apparel line for Wildfox (Barbie Loves Wildfox) that included t-shirts, sweatshirts, swimwear and sunglasses. Teaming up with Wildfox, Barbie planned a private launch party complete with a pink corvette, photo opportunities and special celebrity guest appearances. The campaign was further supported by an Instagram photo contest and has 11,442 user-generated posts to-date. The brand also launched an exclusive Barbie Loves Wildfox collection video with Nylon Magazine. The social media campaign across Instagram and Twitter generated 39 billion total impressions and Wildfox had more reorders from this collection than any other collection. Thomas & Friends is celebrating its 70th anniversary this year and is the No. 1 preschool toy license in the U.S., according to The NPD Group, with a presence in more than 185 territories and in 30 languages. Thomas the Tank Engine and his friends invite children to enter a world of imagination through the tracks of a train and the words of a story, while at the same time introducing timeless life lessons of discovery, friendship and teamwork. The Thomas & Friends brand delivers a 360-degree brand experience through toys, licensed products and experiential partnerships and reaches more than 100 million-plus households a month in the U.S. alone, with its animated content through its distribution with PBS Kids. Thomas & Friends licensees worldwide include books, games, engines, playsets, apparel, bedding, accessories and more. As a part of the Mattel portfolio of brands, HIT Entertainment properties continue to be a priority offering new opportunities. In more than 50 countries, Monster High centers around the fashionable teenage descendants of the world’s most famous monsters. In its sixth year, the Monster High brand has become an emblem for today’s generation of tween girls who celebrate and own their unique individuality at every consumer touch point through strategic partnerships in fashion, publishing and programming. Celebrating all that is perfectly-imperfect, Monster High encourages girls to Be Yourself. Be Unique. Be a Monster. Ever After High, the newest Mattel franchise, continues to grow in popularity. It features the next generation of fairytale legends and invites girls to discover the Ever After Royals and Ever After Rebels, who learn that destiny isn’t written in permanent ink, but can be rewritten. Targeted toward the trendista girl, the Ever After High brand is a trans-media storyline brought to life through new entertainment on Netflix, digital, fashion dolls/toys and an array of consumer products. Ever After High inspires girls to be courageous, confident and make their own choices through rich storytelling and a modern day fairytale twist on the characters made famous by the Brothers Grimm. Fisher-Price is a leading global infant and preschool brand, as well as go-to brand for both mom and baby, with 99 percent brand awareness and $2 billion in sales in more than 150 countries and 40 languages. Fisher-Price has anticipated what new babies and new parents need most. With product solutions for morning to night, Fisher-Price offers solutions across a multitude of categories including baby gear and care, infant accessories, publishing, music and party supplies. As the No. 1 vehicle property in the U.S., Hot Wheels continues to deliver thrilling vehicle experiences for boys of all ages. With a presence spanning multiple consumer product categories, Hot Wheels reaches boys of all ages through programs and lifestyle products including vehicles, apparel, sporting goods, publishing and toys. Mattel will continue to unveil the new best-in-class partnerships and product offerings for infants, kids, tweens and adults. It remains committed to re-energizing its core brands and deepening a connection with consumers via innovative products, marketing and retail execution. This year, Barbie will continue to help girls discover that anything is possible. This year’s campaign will be supported by extensive product introductions, events and strategic partnerships. In 2015, Thomas & Friends will move full steam ahead into retail as it celebrates its 70th anniversary. Thomas has been known primarily as a content-based brand and Mattel is leveraging the occasion of the anniversary to activate untapped growth opportunities for the brand. The anniversary celebration will be supported by extensive product introductions, retail events and strategic partnerships. In addition, Mattel has begun working in innovative ways with new partners such as Disney, Warner Bros., Universal, WWE and Nickelodeon. Specifically this year, Mattel will launch toy lines for several new theatrical blockbuster and television properties including Disney’s new Cinderella live action movie and Star Wars.


In 2014, Sanrio celebrated Hello Kitty’s 40th anniversary with the first Hello Kitty convention, a museum exhibition at the Japanese American National Museum, unique collaborations and limited edition commemorative products. This milestone anniversary and events created an opportunity for Sanrio to expand programs and categories for its flagship lifestyle brand. Key licensing initiatives in 2014 included a broad and diverse merchandise mix of lifestyle products catering to Sanrio’s wide customer base. In 2014, Sanrio launched collaborations with Beats, Jeffrey Campbell, NCLA, Chan Luu, Minnetonka, Dylan’s Candy Bar, SPAM and Ju-Ju-Be, among others. 2015 marks the 40th anniversary of Sanrio heritage brands My Melody and Little Twin Stars. Exclusive programs are in development for each of these properties, including events and licensed products. New character programs will focus on two segments for 2015–heritage and emerging characters. My Melody, Little Twin Stars, Keroppi, Badtz-Maru, Chococat and Dear Daniel contribute to Sanrio’s rich character family. Sanrio will also introduce new characters that celebrate the brand’s uniquely quirky and kawaii appeal. Growing product categories for 2015 include toy, sporting goods, digital and food and beverage. Apparel, accessories, home, consumer electronics, activity and stationery continue to be a focus for Sanrio. A new Hello Kitty Café is slated to open in Southern California before the end of the year, and, in the meantime, the Hello Kitty Café food truck has been making appearances at special events. Hello Kitty’s Supercute Friendship Festival kicks off at the end of May and will make stops around North America, spreading friendship, fun and surprises in a multi-stage, live entertainment show and surrounding festival. In addition, Sanrio has announced a partnership with Fox Animation for the film rights to the Mr. Men Little Miss brand.


Top properties include DC Comics (Batman, Superman, Wonder Woman and Justice League); Harry Potter; The Hobbit Trilogy including the finale, The Hobbit: The Battle of the Five Armies; Godzilla; animated classics Looney Tunes, Scooby-Doo and Tom and Jerry; The Wizard of Oz, which concluded its 75th anniversary celebrations in 2014; and television series including The Big Bang Theory and Supernatural. With more than 3,700 active licensees around the world, Warner Bros. Consumer Products took its vast property portfolio to new heights in 2014 with theatrical releases, milestone anniversaries and partnerships, coupled with all-new themed entertainment experiences. Warner Bros. Pictures’ and Legendary Pictures’ 2014 film Godzilla roared into retail with master toy partner Bandai, Jakks Pacific and more. The finale to The Hobbit Trilogy, The Hobbit: The Battle of the Five Armies, once again drew support from master co-partners The Bridge Direct and Vivid Group, as well as The LEGO Group and WETA Workshop, among others. The Wizarding World of Harry Potter–Diagon Alley opened at Universal Studios Florida, expanding the Harry Potter world that launched in 2010 at the Universal Orlando Resort. The Wizarding World of Harry Potter at Universal Studios Japan opened, as well. WBCP renewed its partnership with Mattel to produce toys based on the DC Comics universe, including theatrical releases and television series like The CW’s Arrow and The Flash. Additionally, WBCP teamed up the Justice League with Hendrick Motorsports, taking the DC Comics Super Heroes to the NASCAR track with consumer promotions and original content. Celebrating his 75th anniversary, Batman was at the forefront of the studio’s activities with cross-category collaborations around the world including the launch of Batman-themed stamps with the United States Postal Service and partnerships at French retailer Colette, DC Comics Super Hero Stores and Batman 75th exhibitions throughout Asia, to name a few. The Wizard of Oz took its 75th anniversary to the catwalk as haute couture designers created inspired-by looks of Dorothy, the Wicked Witch of the West and Glinda the Good Witch for 20-inch Tonner Dolls, which were showcased at The Fashion Institute of Technology and Bloomingdales’ flagship New York City store. The dolls were then auctioned off to benefit the There’s No Place Like Home campaign, benefitting Habitat for Humanity. WBCP is heading into 2015 with an unprecedented line up of global licensees on board to support its vault of properties and content. The DC Comics universe leads the charge with support for the forthcoming film Batman v Superman: Dawn of Justice, from Warner Bros. Pictures, set for release on March 25, 2016. All-new animated content entitled Batman Unlimited, inspired by Mattel’s new Batman toy line, will see support from master toy partner Mattel, as well as Thinkway, Rubie’s and more. Preschool partner Fisher-Price will expand its successful Imaginext DC Super Friends toy line as new animated content is announced in support of the brand. WBCP will continue to grow its rich DC Comics TV portfolio, including series The Flash, Arrow and Gotham, with all-new licensee support. Currently in production as part of an expanded creative partnership between Warner Bros. Entertainment and J.K. Rowling, Fantastic Beasts and Where to Find Them is the first in a new film series from Rowling’s world of witches and wizards, inspired by Harry Potter’s Hogwarts textbook Fantastic Beasts and Where to Find Them. Fantastic Beasts and Where To Find Them will mark J.K. Rowling’s screenwriting debut and will be fully supported by WBCP, with global partners offering fans an exciting licensing and merchandising program. Scooby-Doo is building excitement at retail with all-new licensing support from The LEGO Group, featuring five all-new sets and in never-before-seen animated content in LEGO form. Looney Tunes will continue to drive new trends with hot new partnerships such as Hare Jordan for NIKE and haute couture apparel and accessories with Moschino. Also in the spotlight are three shows from Warner Bros. Animation that will bring life to WBCP’s classic animation slate: Wabbit–A Looney Tunes Production, Be Cool Scooby-Doo! and The Tom and Jerry Show, all of which will partner with top-tier licensees. WBCP will also continue to highlight its current and classic television properties like The Big Bang Theory, Supernatural, Friends and more with continued cross-category support at retail. Additionally, franchises such as Harry Potter, which continues to expand in the themed entertainment space, will round out the studio’s portfolio.

$5.5B (E) (PRIVATE)


2014 was a year marked by record high points for two of Nickelodeon’s properties–SpongeBob SquarePants and Teenage Mutant Ninja Turtles. SpongeBob went into the fashion world with deals ranging from partnerships with streetwear brands and tastemakers (most notably Pharrell Williams), to reaching the runways of Milan haute couture through Jeremy Scott for Moschino. Marking 15 years on TV, SpongeBob remains the No. 1 animated show with kids, and the property’s second theatrical movie, which debuted in 2015, accrued more than $300 million at the global box office. The attending roster of licensees for the film included Just Play, MEGA Bloks, Rubie’s Costumes and Fisher-Price Imaginext. As for Teenage Mutant Ninja Turtles, the property marked its 30th anniversary last year with not only a global theatrical release, but by having its action figures rank as the year’s overall top selling toy. The theatrical release took in nearly $500 million in global box office sales, and Turtles continues to grow in virtually every market and across consumer products categories with partners including Playmates, MEGA Bloks, Rubie’s Costumes and Pacific Cycle. This year also marked the launch by Playmates of three new key Turtles toy segments: Mutations, T-Machine and Half Shell Heroes. Additionally, Nickelodeon’s preschool portfolio of characters and shows backed with deep educational curriculum is stronger and more popular than ever, with consumer products programs for preschool show PAW Patrol with partners Spin Master, Cardinal Industries, Pacific Cycle, Bravo Sports, Playhut and Alex Toys; Dora and Friends: Into the City! with products by Fisher-Price; and the newest addition, Blaze and the Monster Machines, which features extensive consumer products rolling out this summer. Nick’s most successful retail programs in this past year included Turtles in Training at Toys ‘R’ Us, Turtles Destination brand at Target for holiday 2014 and The SpongeBob Movie program at Walmart.