License Global：2023年全球顶级授权代理商报告

WHOARETHENEWAGENTSONTHELIST?FINDOUTINSIDE!

THELICENSINGINDUSTRY’STHOUGHTLEADER

APRIL2023

LICENSEGLOBAL.COM

THE

TOP

GLOBAL

LICENSING

AGENTS

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TheLicensingIndustry’sThoughtLeader

LICENSEGLOBAL.COM

EDITORIALDEPARTMENT

VICEPRESIDENT,CONTENTANDSTRATEGYAmandaCioletti

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SENIORMANAGINGEDITOR

PatriciaDeLuca

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CONTENTDIRECTOR,EMEA

BenRoberts

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CONTENTEDITOR

JaneNeal

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DIGITALEDITOR,U.K.ANDEMEA

IanHart

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DIGITALEDITORS

McKennaMorgan

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ARTDEPARTMENT

ARTDIRECTOR

CareySweeten

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JacqiFisher

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ADVERTISINGDEPARTMENT

VICEPRESIDENT,SALESHowardGelb

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EUROPEANBUSINESSDEVELOPMENTANDACCOUNTDIRECTOR

MatthieuBattini

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HEADOFDIGITALSALES

AdrianFloyd

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ACCOUNTMANAGERS

(U.S.)KelliCouchee

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(U.S.)AllieMintz

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(U.S.)ChristieRamsey

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(U.S.,AsiaandOceania)SaralaGovindan

indan@

(EMEA)CassiusAnderson

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(EMEA)GregMcDonald

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(U.S.andLATAM)RaquelVillazon

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DIGITALSALESMANAGERS

(U.K.andEMEA)MaxCarpanini

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(U.S.)JustinGiuffrida

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MARKETINGDEPARTMENT

MARKETINGDIRECTOR

MathildeLeBorgne

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DIGITALDIRECTOR

StephenWray

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MARKETINGANALYST

JackBeaman

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GROWTHMARKETINGMANAGER

ChenaOhanele

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DIGITALMARKETINGSPECIALISTS

KendallAdams

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HarryIvin

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DIGITALCREATIVEDESIGNMANAGER

JosephRose

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GLOBALLICENSINGGROUP

SENIORVICEPRESIDENT

AnnaKnight

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LICENSINGANDREUSEOFCONTENT

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APRIL20233

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4APRIL2023

TOPGLOBAL

LICENSINGAGENTS2023

Thelicensingindustryhadsignificantgrowthlastyear,thankstothehelpoflicensingagents.

THELICENSINGINDUSTRYisthriving.Injustoneyear,retailsalessawanincreaseof$10billion,from$70billionin2021tomorethan

$80billionin2022.Theincreaseisduetolicensingagentsandthebrandstheyrep-

resentcontinuingtoaltertheconsumerproductlandscapebyintroducing

brandedcollaborationsthroughout

lastyearandmorefor2023andbeyond.

LicenseGlobal’sannualTopGlobalLicensingAgentsreportexaminestheretailsalesoftheworld’sleadingbrandextension

agencies,noting“onestowatch”and

breakingdownthebiggestagentsbyregionandingranulardetail.The

reportshowcasesretailsalesdatafromthepreviousyearasself-reportedby

eachagencyandrepresentsglobalsalesoflicensedmerchandise.

Thisyear,theTopGlobalLicensingAgentsreporthasafreshlookreflectingtheinnova-tionlicensingagentsbringtothemarket

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6APRIL2023

worldwide.IMGremainsattheNo.1spotforthefifthtimeinarow,with$15.4billion(up$1.2billionyear-on-year)inretailsalesforitsclientssuchasPepsi,“Fortnite,”Volkswagenandmanymore.

FollowingIMGatNo.2isCAA,whichreports$13.7billioninretailsales,Beanstalk

at$9.9billionandLMCAwith$7.6billioninretailsales.

Thisyear,therearenewcompaniesinourreport.Whoarethey?Readontofindout–plusgaininsightonlicensingagenciesbygeo-graphicalbreakdown,trendsinthespaceofconsumerproductsandmuchmore.

Whatisalicensingagent?

Licensingagentsaretappedtorepresentmarketableintellectualpropertyonabrand’sbehalf.Licensingagents,inpart-nershipwiththelicensor,willdevelopascalablestrategyandtakethenecessarystepstofulfilandimplementthestrategybysourcingsuitablelicenseesand,insomecases,bringingtheproducttomarketbybrokeringretailerdeals.

Theroleofalicensingagentisabrand’struepartnerandanentrustedcolleagueinbringingacompany’smost-valuedasset–itsIP–tobroaderaudiences.

Licensingagentshavegrownexceed-inglymoresophisticatedsincetheearlydaysofbrandlicensing,nowoftenscalingtheiroperationsbeyondthebasiclicensingcategoriessuchasapparelandaccessories,toysandgamesorfoodandbeverageto

tech-basedcategorieslikeNFTs,videogamesandAR/VR,orthroughusingadvancedtacticslikeproductcollaborationstocreateabuzzinthemarketormaybeevenaviralsensation.

Licensingagents’top-levelgoalsareto:

■Buildnewrelationshipsandstrengthenexistingones,allowingabrandtorealizeitsfullestopportunity.

■Enterdealnegotiationsonabrand’sbehalf.

■Bringin-depthcategoryexpertisetobrandslookingtoexpandbeyondtheircore.

■Identifymarketandcategorytrends.

■Marryretailersandretailchannelstoalicensor’sbrandextensionstrategy.

*LicenseGlobalconsultsvariousindustrysources,financialdocuments,annualreports,etc.andreliesonthefiduciaryresponsibilityofeachcompanyforaccuracy.Figures,whennecessary,havebeenconvertedtoU.S.dollarsusingtheexchangerateforMarch1,2023.

REPREsENTATIoNIsTRATEGY&PARTNERsHIPsICoNsULTINGCULTURALINTELLIGENCEILEGAL&FINANCEIAUDITING

evoIveyourbrand

foraboIdfuture

$匀.匀B

2o22RETAlLSALES

#3

GLOBALLlCENSlNGAGENT

3o+

lNDUSTRYAwARDS

GETlNTOUCH:

BEANSTALK@BEANSTALK.COM

l

www.BEANSTALK.COM

WWW.LICENSEGLOBAL.COM

8APRIL2023

Rank

Agency

Retail

Sales

1

IMG

$15.4B(E)

2

CAABrandManagement

$13.7B(E)

3

Beanstalk

$9.9B(E)

4

LMCA

$7.6B(E)

5

Animation

International

$5.2B(E)

6

GlobalIcons

$3.8B

7

CLC

$3.65B

8

WildBrainCPLG

$3.5B(E)

9

BrandCentral

$3.4B(E)

10

JoesterLoriaGroup

$2.8B

NEW

TOP20GLOBALLICENSINGAGENTS

Rank

Agency

Retail

Sales

11

Brandgenuity

$2.4B(E)

12

GuangzhouArt-landHoldingCompany

$2.1B(E)

13

MDRBrandManagement

$1.68B(E)

14

BroadStreetLicensingGroup

$1.26B(E)

15

SeltzerLicensingGroup

$1.2B(E)

16

TheBrandLiaison

$1B(E)

17

RetailMonster

$975M

18

Rights&Brands

$900M(E)

19

VizMedia

$710M(E)

20

Redibra

$576M(E)

CLICKHERE

forfulllistincludingkeyclientsandbrands

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APRIL20239

NEW

NEW

NEW

NEW

NEW

GLOBALLICENSINGAGENTSTOWATCH

Rank

Agency

Retail

Sales

21

SemkGlobalMarketing

$500M(E)

22

Tycoon

Enterprises

$500M(E)

23

LisaMarks

Asssociates

$456.8M(E)

24

LicensingStreet

$450M(E)

25

Alifish

$430M(E)

26

StrikerEntertainment

$400M(E)

27

TSGBrands

$400M(E)

28

BrandLicensingTeam

$395M(E)

29

ValenGroup

$350M

30

Evolution

$325M(E)

Rank

Agency

Retail

Sales

31

HavenGlobal

$250M

32

LicenseWorks

$225M(E)

33

BrandActivationConsulting

$186.3M(E)

34

StarwoodBrands

$180M(E)

35

JewelBranding&Licensing

$170M(E)

36

MHSLicensing+Consulting

$144M(E)

37

MaurizioDistefano

TheEvolutionofLicensing

$130M(E)

38

Medialink

Animation

International

$113M(E)

39

ThePoint.1888

$106M(E)

40

LaPanaderia

Licensing&

Marketing

$100M(E)

CLICKHERE

forfulllistincludingkeyclientsandbrands

NORTHAMERICA$71.3B

WWW.LICENSEGLOBAL.COM

TOPGLOBALLICENSINGAGENTS:

GEOGRAPHICALBREAKDOWN

TOTALREVENUE:$87.9B

EMEA

(inc.U.K.)$6.5B

LATAM

$1.2B

APAC$8.8B

STATSANDTRENDS

TotalRise

over2022:

$6,7O2,677,686

AverageGrowth

YoY(%):

39%

HighestGrowth:

ThePoint.1888

(+415%)

TotalPosition

Shifts:

39

TotalRevenueof

Top10Agents:

$68,950,000,000

TotalRevenueof

Top20Agents:

$81,175,000,000

LargestRevenue

Jump:

CLC($1.25B)

TotalRevenueof

NewBrands:

$3,880,600,000

10APRIL2023

CHEERSTO

BRANDGENUITY

Thankstoourteam,clients,

licenseesandindustry

colleagues–pastand

present–forasuccessful

andmemorable20years!

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12APRIL2023

TOPGLOBALLICENSINGAGENTS:

MARKETOVERVIEW

In2022,morethan50brandlicensingagentsproducedover$80billioninretailsalesoflicensedgoods,representingthousandsofhouseholdnamebrands.LicenseGlobaltakesadeepdiveintotheongoinggrowthofthebusinessesbehindthepowerhousebrandsmakingwavesatretailthroughexperiencesandgeneratingbillionsofimpressionsthroughhigh-profilecollaborations.

ATAGLANCE

■AContinuedEraofGrowth

■TheCurrentTrendLandscape

■KeyDataTakeaways

AContinuedEraofGrowth

Lastyear,LicenseGlobalreportedthat62submittingbrandswereresponsiblefor$80.29billioninsalesforthefinancialyearof2021.Thisyear,we’repleasedtorevealthatglobalsalesoflicensedgoodsatretailhaverisento$87.92billion,a$7.8billionriseoverFY2021withanaverageof39%growthacrosstheagentbusiness.

Licensedagentsreturningtothereportforthe2023editionhavegeneratedan

averageof40%growth,withnewbrandsonthelistsubmittinganadditional$3.8billiontotheannualfigures.

Thetop10agentsinourranking,alone,areresponsibleformorethan$69billioninglobalrevenue,withthetop20generatingacumulative$81billionglobally.

TheCurrentTrendLandscape

Acrosstheglobe,trendspertinenttothelicensinglandscapeareemerging,showingtruestayingpoweraswellasswayamongconsumers.Thekeytrendscover“kidult”culture,withtheincreaseincollectibles,theongoingdemandfornostalgiapropertiesandco-sharingof

Fashion

Food&Beverage

CorporateBrands(e.g.,Automotive,Industrial,TechnologyandTransport)

Entertainment(Gaming)

Entertainment(Animation)

Sports

Entertainment(TelevisionandStreaming)

Beauty&Wellness Art&DesignEntertainment(Film)

Fitness

Publishing

Pets

Heritage

Non-Profit

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toysbetweenparentsandchildren.Thishugelypopulartrendisondisplayacrosstheworld’stoyfairsandisacontinuoussourceofinspirationandsuccessforthelicensingbusiness.Anotherkeytrendplayingoutworldwideisthecontinuedsuccessoflocation-basedexperiences,amarketthathasonlybecomemorecrea-

tiveasthelicensingindustrydelvesdeeperintoitspotential.However,whilethesetrendsmakeforentertainingcon-siderationoffuturepotential,theLicenseGlobalTopBrandAgentsReporthasuncoveredthecategoriesandproductsbeingbackedbythebiggestbrandsinthebusinessover2023.

Whatbrandcategoriesofferthemostsignificantopportunitiesforlicensedconsumerproductsin2023/2024?

0%10%20%30%40%50%

APRIL202313

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Whatproductcategoriesofferthemostsignificantopportunitiesforlicensedconsumerproductsin2023/2024?

Fashion

Food&Beverage

Toys

Beauty&WellnessHome(Décor)

Location-BasedExperiencesGifting

Entertainment(GamingAdaptation/In-GameItems)Stationery/PaperGoodsFootwear

NFTs(Non-FungibleTokens)Fitness

Home(Outdoor)Entertainment(Series&MovieAdaptations)Entertainment(MetaverseProducts/Skins)

0%10%20%30%40%50%60%70%80%

Whatarethemainchallengesfacingtheglobalbrandlicensingindustrytoday?

Economicimpactonconsumerconfidenceorchangingconsumerpriorities

Supplychaindisruption

Retailersfocusingonprivate/in-housebrands

Reducedbrick-and-mortarretailactivity

Increasedrisksforbrandowners,licenseesandretailers

Brandconsolidation/mergers

Increasedspeed-to-marketpressure

basedonconsumertrendsSustainabilityexpectationsfromconsumers

Droppingconsumerinterestinlicensedgoods

E-commercemarketsaturation

0%10%20%30%40%50%60%70%

14APRIL2023

THOUSANDSOFBRANDS.Unlimitedproductpossibilities.

13-15JUNE

MandalayBay

ConventionCentre

REGISTERNOW

OFFICIALPUBLICATION

Whatarethemainopportunitiesfacingtheglobalbrandlicensingindustrytoday?

Morecollaborationbetweenbrandowners,licenseesandretailers

Increasingbrandengagementacrosscategoriesforconsumers

Direct-to-consumerstrategies

Direct-to-retailstrategies

E-commerceactivityforecasttoincrease

Themergerofphysicalanddigitalcreatesnewopportunitiestoengageconsumers

Sustainableproductinnovationisbecomingmoreaccessible

Creativecampaignsgatheringtractionwithincreasingdigitalconsumerbase

Thelicensedproductdesignlevelisatitsmostinterestingindecades

Changingconsumerprioritiesandincreasingimpulsespeed

0%10%20%30%40%50%60%

Ourstudiesshowthatkeyopportunitiesforthelicensingcommunity,accordingtotheglobalagencybase,includefashionastheclearleaderforextensioncategoryforbrandslicensingout,withfoodandbever-age,corporatebrands,entertainmentandgamingfollowingcloselybehind.

16APRIL2023

Forproduct-basedopportunities,theglobalagentbasehashighlightedfashionasanotherclearleader,withfoodandbev-erage,toys,beautyandhomedécorrankinginorderofconsumerdemand.

However,withtheworldadjustingtoanewnormalbasedalmostentirelyon

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uncertainty,oursurveyalsohighlightsthebiggestconcernsandchallengesbeingfacedbybrandsworldwide.Theeconomicimpactofwidersocio-andgeopoliticalfactorsonconsumerconfidencecannotbe

underestimated,withcost-of-livingcrisesimpactingpurchasedecisionsandcon-sumerprioritiestheworldover.Ahuge65%ofsurveyrespondentshighlighteddrop-pingconsumerconfidenceasamajorchal-lenge,supportedbysupplychainissues,retailersfocusingmoreonin-housebrandsandanincreasedriskforallpartieswithinalicensingagreementasadditionalchal-lengestobeovercomein2023.

Therewere,onthebrightside,clearwinnersintheopportunitiesdiscussion.

KeyDataTakeaways

Theincreasedcollaborativenatureofbusi-nessin2022isasignifierofhowbrandswillmoveforwardin2023and2024,withsurveyrespondentsaddingthatcollabora-tionandextensionwillleadtofurthercross-categorypartnerships.Direct-to-con-sumeranddirect-to-retailwerealsotoutedasgrowthopportunitiesin2023asmorebrandsseektoadapttoanincreasedspeed-to-marketexpectationbytheconsumer.

Inshort,theroleoftheagentistobea

disciplinednegotiator,butaboveallelse,akeentrendspotter,leadingLicenseGlobaltobelievetheresultsofourmost-recentsurveytobeaclearandauthoritativereportonthegrowth,challengesandopportunitiesforlicensingin2023.

TotalRiseon2022Submissions

$6,702,677,686

AverageGrowthYear-on-Year

39%

HighestGrowth

ThePoint.1888(415%)

TotalPositionShifts

39

TotalRevenueofTop10Agents

$68,950,000,000

APRIL202317

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18APRIL2023

LicenseGlobalSelects

THEMOST-EXCITINGAGENCY-LEDFASHIONCOLLABS

Withfashionleadingthewayasaprimaryfocusforthegloballicensingmarketthisyear,LicenseGloballooksattheagentscuttingthroughwithcollaborativecapsulesandcampaigns.

MiffyYearoftheRabbit

byJoesterLoriaGroup

TheLunarNewYearmarkedthestartof2023astheYearoftheRabbit,providingbrandsworldwidewithaninclusiveopportunitytoshowcasetheircreativity.OneoftheoutstandingcollaborationsfeaturesMiffy,theiconicDutchbunnycreatedbyDickBruna,whocelebratedtheoccasionwithalineupofcapsulesandcollaborationswithbrandsincludingMulberry,TommyHilfigerandTheWoobleacrossaraftofdealsbrokeredbytheJoesterLoriaGroup.

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APRIL202319

TheReturnof“TheRaccoons”

byThePoint.1888

ThePoint.1888signedTheHutGroupandTruffleShufflefortwoapparelrangesaswellasIntercakeforcaketoppers,forthetelevisionshowandbrand,“TheRaccoons.”PlayologyInternational,signedbyThePoint.1888inFebruary2022,alsoworkedRetrokidforanapparelandcollectiblerange,aswellasRooandYouformodularfurnitureandsiliconeproductstolaunchlaterthisyear.

ChristianCowan’s‘Teletubbies’

CollectionbyWildbrain

WildBrainteamedupwithBritishfashiondesigner,ChristianCowan,fora“Teletubbies”collaboration,fol-lowingthebrand’s25thanniversarycelebrationsin2022.Thelimited-edition“Teletubbies”collectionfea-turedthecharactersonhoodies,T-shirtsanddenim.CowancreatedthecollectiontomergetheTeletubbieswithiconic,playfulfashioncampaignsthatfeaturedonbillboardsandmagazinepagesintheearly’90swhenthebrandfirstlaunched.

TheUFCFashionLinebyIMG

UFChasannouncedseveralapparelandaccessoriescollaborationsthroughinternationalagency,IMG,whichtakestheactionoutsideoftheOctagontotaketherapidlygrowingappealofMMAevenfurtherthroughapparelandfashion.Workingwithglobalout-fittingpartners,Venum,andfashionpartnerssuchasCultureKings,GoatCrewandothers,theongoingpartnershipbringstheUFClooktofansandtothestreets.

ReadourfullinsightintotheUFCbrand

licensingprogramhere.

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20APRIL2023

ACMilanxRollingStonesCollab

byBravado

ACMilanandTheRollingStoneshavelaunchedtheseconditerationoftheircollaborativecollectionafterthetwoculturaliconsbegantheirjourneytogetherlastJuneattheband’sconcertinSanSiro,ACMilan’shomestadium.Thecollection,ledbyBravado,isavailableinallACMilanstores(physicalandonline)andfeaturesfourmainpiecesincludingastandoutwoolandfaux-leathervarsityjacket,adornedwithpatchesandembroideryfrontandback,featuringaprintreading“ACMilanxTheRollingStones,”withtheembroideredtracktitle,“SympathyfortheDevil”–oneoftheband’smostfamoussongs,whichreferencestheDevil,asymbolofACMilan.

PoeticBrandsxXbox

byBeanstalk

Asvideogamesbecometheglobalgo-toentertainmentformat,PoeticBrandsisbringingXboxto