The 10 leading marketing brands in the world

In the licensing or franchising business model, a brand or property right owner allows other companies to market its branded products in exchange for royalties.

In 2016, retail license sales totaled $272.2 billion, up $10 billion from a year earlier, according to a study by License Global Magazine, which lists 150 companies.

In this list you will find the 10 companies with the highest income as a result of their licenses.

1. The Walt Disney Company, the force is on your side. Worldwide retail sales of the company's licensed products, which include Disney Consumer Products and Interactive Media, Walt Disney Studios, ABC Television and ESPN, reached a new record in fiscal year 201 at $56.6 billion.

The movie 'Star Wars: The Force Awakens' provided a major boost in early 2016, which gained further steam in September, when Disney released merchandise for the first stand-alone 'Star Wars: Rogue One. A Star Wars Story' film. Additionally, Marvel also expanded with the movies Captain America: Civil War and Doctor Strange.

Disney's Zootopia and Disney Pixar's Finding Dory produced a diverse line of merchandise ranging from swimwear to jewelry. While ESPN's portfolio grew with the launch of Fantasy Football products.

While the key to ABC Television focused on the licenses for the series Once Upon a Time, Grey's Anatomy, Scandal, Dancing with the Stars and The Chew.

2. Meredith Corporation. The firm earned $22.8 billion from merchandising. Meredith uses licenses to extend its media brands, which include Better & Gardens, EatingWell, Shape and Allrecipes.

The company renewed its licensing agreement with Walmart for BH&G for home décor, patio, garden and furniture products, hosting live events on Facebook. It also expanded the Better Homes and Gardens Real Estate brands and made new product launches for Eating Well and Shape.

3. PVH Corp. The portfolio of this firm, which entered 18,000 million dollars from licenses, includes brands such as Calvin Klein and Tommy Hilfiger. Calvin Klein posted global retail sales of $8.4 billion (55% of which were generated through license partners).

The company also transitioned its business in Mexico into a joint venture in partnership with Grupo Axo (business also includes Tommy Hilfiger, Warner's, Olga and Speedo companies). For its part, the Tommy Hilfiger brand scored $6.6 billion in global retail sales.

4.Iconix Brand Group. This company obtained 12,000 million dollars for the commercialization of its licenses. The firm owns and manages a portfolio of just over 30 women's and men's fashion, sports, home and entertainment brands. The company has approximately 1,400 total licenses globally, including 60 direct license agreements with retail stores.

Iconix has an entertainment segment, anchored by the Peanuts brand, better known in Mexico as Charlie Brown. This brand was recently launched to a new audience with Twentieth Century Fox and Blue Sky Studio's The Peanuts Movie.

It also has a global consumer products business with just over 1,000 direct licenses with retailers like Zara, H&M and Uniqlo and collaborations with high-profile fashion brands like Coach, Huf, Gucci and Van's.

5. Warner Bros. Consumer Products (WBCP). The entertainment firm earned $6.5 billion from merchandising. Its retail sales are fueled by its entertainment franchises, anchored in a so-called "tent-pole" list of movies, which support the studios' finances. While the television portfolio is catapulted by its fans and by animated content for young people. WBCP sales include clothing, accessories, toys, home decor, to name a few, from its biggest shows and movies.

Highlights the DC Universe portfolio (including Batman, Superman, Wonder Woman, Justice League and more) that was favored by the Batman vs Superman: Dawn of Justice movie and the Wonder Woman movie. Also, I posed for the JK Rowling franchise which includes the Harry Potter titles.

6.Hasbro. The company had a record performance in 2016 with $6.2 billion in merchandising sales. Hasbro has been favored by the My Little Pony franchise, which brought in $1.2 billion in retail sales last year.

Transformers has also become one of its most successful franchises, generating just over $10 billion in sales since 2004.

7. Universal Brand Development. This firm is the result of its creative partners Universal Pictures, Illumination Entertainment, DreamWorks Animation, as well as NBCUniversal's television and cable properties, driving the expansion of the company's intellectual property globally.

Last year the film The Secret Life of Pets, from Illumination Entertainment and Universal Pictures, was underpinned by licensing and a promotional campaign that included nearly 100 partners worldwide.

The global program included a partnership with US retailer PetSmart, which launched a merchandise collection of characters from the film. Thus, this film left him 400 million dollars in retail sales, which also included an association with McDonald's and promotions with Chrysler, General Mills, P & G, Mott's, among others.

In this way, it made 6,100 million dollars for the distribution of its products via licenses.

8.Nickelodeon. Programs for preschool children represent the biggest business of this company, which obtained 5.5 billion dollars from its licensing business.

Its top products of 2016 included Paw Patrol, Shimmer and Shine, Blaze and the Monster Machines, Teenage Mutant Ninja Turtles, and "90s" Nick.

The entertainment company also signed on new partners like Fashion Angels, Mega Bloks, Moose Mountain and Sakar.

9. Major League Baseball. The League recently announced a 10-year partnership launching in 2020 for Under Armor to become the official uniform supplier for its 30 baseball teams, and Fanatics will obtain the licensing rights to manage the manufacturing and distribution of all of its equipment. fans. In 2016, it entered the amount of 5,500 million dollars for the commercialization of its licenses.

10. IMG College License. The firm includes the Collegiate Licensing Company, as well as other university properties represented by IMG.

Best-selling college brands in 2016 include Michigan, Alabama, Tennessee, Michigan State, Texas A&M, LSU, and Florida, as well as NCAA and College Football playoffs.

In the list of License Global there are also names like Procter & Gamble that occupies position 23 with 3,000 million dollars; Ford Company Motor in the 33rd place (2,000 million dollars, WWE in the 49th place (1,270 million dollars), The Coca Cola Company in the 50th position (1,000 million dollars) or Nascar in the 52nd place (1,000 million dollars). ).

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