8. Sanrio $5B (E) (PUBLIC)
JANET HSU, PRESIDENT OF GLOBAL CONSUMER PRODUCTS; JENNIFER CAMPBELL, VICE PRESIDENT OF LICENSING; +1.310.896.3262 
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During 2008, Sanrio continued to reap the benefits from its strong portfolio of evergreen brands. With its continued concentration
on Hello Kitty, the company launched its newest character, Kuromi, with Hot Topic early last year and celebrated Keroppi's
20th anniversary. Last year, Sanrio also formed a global consumer products division and created a wholly owned subsidiary
in Germany for its licensing businesses. In February 2009, Hello Kitty launched a line of cosmetics with M·A·C Cosmetics and
a new Happy Meal program with McDonald's as part of the brand's 35th anniversary plans. Globalization also is expected to
play a crucial role in 2009 as Sanrio continues to collaborate with its international offices to enhance the impact of its
brand and synergy of product worldwide. The company reports having new partners for youth and adult electronics and plans
to broaden its portfolio of licensees as it continues to focus on its successful co-branding program. In addition to Sanrio's
retail stores, the company has partnered with a range of retailers to create a multi-tiered program. The company is working
with different retail tiers to create specialized programs that will drive sales growth and build on the success of its properties.
9. The Collegiate Licensing Company (an IMG company)$4.28B (PRIVATE)
TAMMY PURVES, SENIOR DIRECTOR OF CORPORATE COMMUNICATIONS, +1.770.799.3275 Worldwide retail sales of $4.28 billion licensed products in 2008 covers the retail market of collegiate licensed merchandise,
including CLC-represented institutions, independently run programs and other agencies. Top college properties include University
of Texas, University of Michigan, University of Florida, Louisiana State University, University of Notre Dame, University
of North Carolina, University of Georgia, University of Alabama, Pennsylvania State University and University of Tennessee
at Knoxville. Women's, children's and housewares were three big growth categories in the college market and should continue
to see positive growth in 2009. The women's category was especially impacted by the launch of the Victoria's Secret PINK College
Collection, which has seen tremendous success at retail and should continue to grow in the coming year. A major marketing
initiative that will continue to drive growth is the College Vault program, which includes vintage-inspired apparel and non-apparel
products capitalizing on the rich history and tradition of college sports using historical logos and content from college
and universities. College Colors Day, a fan holiday created by CLC, will continue to provide a marketing platform for retailers
during the critical back-to-school selling period. In addition, programs like College Chic, which is geared to the women's
market, and The Quad, which is a fashion-driven label for higher-end stores, will provide focused growth opportunities in
key categories. College product spans all distribution channels. The company strives to provide value to retail partners and
spends a lot of time working with retailers across all sales sectors to grow the market for college product.
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