Licensing.biz Power List 2017

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THE MOST INFLUENTIAL BRANDS IN LICENSING

A WORD FROM OUR EDITOR HAS YOUR BRAND GOT THE POWER THIS YEAR? How easy it would be to reel off some doe-eyed, lovey expression of how wonderful a year it has been for licensing. That of course, is for one reason and one reason only: it really has been.

In fact, the industry has never felt so vibrant as it does now, exploring new and exciting off-shoots of traditional licensing as it uncovers new audiences and new fields of entertainment.

It’s for that reason, while within these pages you will of course find your LEGO, Disney, Star Wars and PAW Patrols, you will also witness the ushering in of a new dawn for the licensing sector.

Playstation has made its debut within the top 25 most influential properties in the Brands sector, and, joined by esports’ own Gfinity, goes the distance to signal the era of video game licensing.

The industry has never felt as vibrant as it does now, and it’s all celebrated within these very pages.

Judges have poured over each and every entry in this year’s listing and while it has, in part, been the usual scene of fallers and climbers, it is heartening to see just how many newcomers make up this year’s final 100. No other sector has this been more evident than in the Art & Design category, where this year, a vast number of boutique brands find themselves rubbing shoulders with global names such as the V&A Museum, National Portrait Gallery and more.

Congratulations, of course, to all of the brands that have made this year’s Power List and to those who work tirelessly throughout the year to get them to where they are today.

We must say a big thank you to our sponsors, Those Licensing People and Aardvark Swift, as well as to all of our judges who helped us whittle this expansive industry down to the bespoke listing you hold in your hands. We couldn’t do it without you and we are genuinely grateful for your support. It’s thanks to you, we can host the party you have no doubt picked up your copy of the Power List from - along with that stonking hangover.

We hope you all join us in celebrating the brands that make up the wide and colourful spectrum of this industry, and continue the work in championing all of those innovative brands and avenues that continue to drive it forwards.

Rob Hutchins rhutchins@nbmedia.com

www.licensing.biz

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THE MOST INFLUENTIAL BRANDS IN LICENSING

A WORD FROM OUR SPONSORS RUSSELL DEVER, MANAGING DIRECTOR, THOSE LICENSING PEOPLE

It’s an exciting time to be a part of the licensing industry, especially as the character and entertainment sector continues to grow to be the largest industry category.

This category forms the backbone of the TLP brand portfolio. The Nostalgia trend persists to be a huge influence in licensing which is great for our Dragon Ball Z license and especially exciting for the work we are doing with our very own children’s entertainment platform, Kidcast, which endeavours to bring back old school classics such as Rainbow and Sooty for children of this generation to enjoy.

The licensing industry as a whole seems to have never been as dynamic as it is today. With endless possibilities and outlets for brand extension, we have the opportunity to get really creative which at TLP is where we excel.

The licensing industry as a whole seems to have never been as dynamic as it is today.

This year, Those Licensing People has been appointed as the global agent for three exciting breakthrough brands: Worldeez, OOKS and Bookey Wookeys. Worldeez is the new collectable set to take the industry by storm with a sell-out entrance in to the market earlier this year.

Meanwhile, OOKS and Bookey Wookeys are both the creation of Zulleon, one being an interactive story-telling app where children can create their own unique real world books through digital, the other being Bookey Wookeys which aims to enrich children’s love of reading and storytelling by allowing the child to literally cuddle a book with their Bookey Wookey character.

I mention both as examples of the innovative new avenues we are witnessing across the industry as a whole, for which new boundaries of forward-thinking and inspiration are being discovered routinely.

Through the Power List, let’s celebrate this bountiful industry and take a look at some of the most influential brands of the year, while using it as an indicator for the trends and initiatives yet to come.

For more information contact: russellatsplash@btinternet.com

www.licensing.biz

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THE MOST INFLUENTIAL BRANDS IN LICENSING

A WORD FROM OUR SPONSORS IAN GOODALL, MANAGING DIRECTOR, AARDVARK SWIFT

In the year that has passed since the last Licensing.biz Power List was revealed, I am happy to see that the licensing industry has continued to go from strength to strength.

The Power List is a vital tool for anyone in licensing. It provides a snapshot of which properties and brands are performing well, and shows us the trends which we should all keep an eye on.

There’s a lot to be learnt from the Licensing.biz Power List. Big players like LEGO don’t guard their number one spot for Brands for four years without rapidly adapting to emerging trends. The most exciting part of the Power List for me, however, are the names that are appearing for the very first time. They are bringing something new to the table; innovative approaches to licensing that we can all learn from.

The Power List gives a snapshot of the top performing brands and the trends we should keep an eye on.

On a personal level, due to the nature of my business, I have been watching the relationship between the video games industry and licensing. With a strong global performance which often trumps television, film and music, you’d be forgiven for assuming that licensing and video games have a strong, symbiotic relationship.

We have seen what mammoth successes the Angry Birds and Minecraft licensing initiatives became, but for the most part, any significant licensing partnerships end there.

So, video games clearly have massive potential, and I believe the licensing industry is beginning to catch onto this. Brand Licensing Europe is embracing games this year. Sony is stepping up to deliver a gaming-themed keynote, and I am happy to see the launching of a video games showcase and demonstration area to inspire and mediate more innovation in this area. I believe licensing has a very profitable future with video games, and I, for one, am excited to see this develop.

For more information contact: info@aswift.com

www.licensing.biz

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CHARACTER / ENTERTAINMENT

PAW PATROL

1

Brand Owner: Nickelodeon It’s the second year at the top for the pre-school phenomenon, PAW Patrol, Nickelodeon and Spin Master’s co-produced animated series and toy line, which has become a global force to be reckoned with.

Unable to contain their excitement around the internationally acclaimed brand, judges have been quick to champion not only the achievements of PAW Patrol over the last 12 months but also its potential for the many years laid out ahead of it.

“The success of PAW Patrol Live! this year is a perfect example of how children’s properties can impact upon the experiential market,” said one judge.

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“The property’s achievements not just on the small screen, but in toys, consumer products and more, is indicative of what an evergreen kids’ brand PAW Patrol has become and we only predict many more years of success for it from here.”

According to Spin Master’s COO and global president, PAW Patrol is a ‘core element to the Canadian toy maker’s growth strategy’, suggesting that with PAW Patrol Live! and further toy and product roll-out well underway, activity surrounding the global entertainment property is far from finished.

With a string of critical awards to its name already, 2017 saw PAW Patrol named

the TIA’s License of the Year at this year’s Annual toy of the Year Awards, one of three awards picked up by Spin Master in New York earlier this year.

Most recently, PAW Patrol has been the focus of a slate of new partnerships in the consumables market, following new partnerships between Nickelodeon and FMCG companies like Heinz and Yoplait.

“Properties move into the world of FMCG once they have proven success in other categories and PAW Patrol is a prime example of this,” said Marianne James, VP commercial partnerships, consumer products and experiences, UK and Ireland at Viacom International Media Networks.

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Character / Entertainment

LEGO Brand Owner:

2

The LEGO Group With The LEGO Batman Movie having taken upwards of $300m at the global box office and The LEGO Ninjago Movie launched across cinemas world wide, LEGO continues to be a global phenomenon, building upon its evergrowing fan base.

While recent events including an exec reshuffle and a swathe of job cuts, may have caused the industry a sharp intake of breath, fans of the Danish toymaker have not been deterred, helping LEGO maintain its spot among the top three biggest toy companies in the world.

Jorgen Vig Knudstrop’s company is far from done and with more movies in the pipeline and continued efforts in the tech arena we can all expect to see a lot more from LEGO in the years to come.

PJ MASKS Brand Owner:

3

Entertainment One A formidable trio made up of Catboy, Owlette and Geko, PJ Masks has seen an extremely strong 2017 both here in the UK and across the globe.

In fact, toy lines sold through across all of Entertainment One’s retail partners within the first two months of launch while a costume character tour of the UK’s Toys R Us, Smyths and The Entertainer have helped fuel consumer demand for licensed products over the past 12 months.

Such is the popularity of the preschool property, eOne has even released a PJ Masks stand-alone mini-album titled ‘Here We Come’, now available worldwide.

Featuring hits such as Let’s Go PJ Masks and Hey, Hey, Owlette, this could just be The White Album of the next generation.

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www.licensing.biz

9/29/17 13:19

Character / Entertainment

STAR WARS Brand Owner:

4

The Walt Disney Company Strike up the trumpets, Star Wars has made its return to this year’s Power List.

Yes, it may have dropped two places from its number two position in back in 2016, but we have no doubt that with the release of Star Wars: The Last Jedi, the brand will be returning more powerful than you could possibly imagine throughout 2018 and beyond.

Judges have been impressed by the performance of the brand not just over the last 12 months, but since the release of Star Wars: The Force Awakens in 2015, having driven toy sales, collectables and fashion lines as well as box office ratings.

Force Friday II took over 20,000 retail environments across the globe this year, proving Disney do nothing by halves.

PEPPA PIG Brand Owner:

5

Entertainment One It was 12 years ago that Peppa Pig made her debut at retail, yet the heroic swine hasn’t aged a day. Nor has she dipped in popularity among a fan base of preschoolers and parents, having found herself a Power List top five once again.

Brand owner, eOne has seen staggering success for its flagship preschool brand, having grossed over $5m in the UK and Australian box office with its hugely popular Peppa Pig My First Cinema Experience.

A swathe of cross-promotional opportunities with London tourist destinations helped power Peppa to her position of popularity throughout the year, while an unending roster of retail activity has helped turn footfall into sales across the country.

www.licensing.biz

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CHARACTER / ENTERTAINMENT

DESPICABLE ME

6 MARVEL

7

Brand Owner:

Brand Owner:

Famed for its band of little yellow mascots, and fuelled by the release of the third title in the movie series, Universal’s Despicable Me franchise has become the highest-grossing animated film franchise of all time. With Despicable Me 3 having crossed the $1bn milestone, the Minion characters can also be credited with helping to fuel the world’s licensed toy market.

Good work, Kevin.

Rarely does an entertainment franchise cross the generational chasm quite like Disney’s Marvel has managed to. In 2009, Disney purchased Marvel for $4bn and since then, the studio has grossed $12bn through its movie slate alone. Now, armed with a new line-up geared towards the pre-school market, Marvel is likely to bring in some astronomical figures through its toy and consumer product roll-out too.

Universal Pictures

BEATRIX POTTER

The Walt Disney Company

8

L.O.L. SURPRISE

9

Brand Owner:

Brand Owner:

Having secured a partnership with the Royal Mint, rolling out some of Potter’s best loved characters across anniversary coins, the adorable Peter Rabbit kicked off his year-long 150 anniversary celebrations, that also included partnerships with Mothercare, Gund, the Royal Mail, in true style. May the celebrations continue when the Peter Rabbit Movie lands in cinemas next year, courtesy of Sony Pictures.

As of March this year, LOL Surprise was ranked as the number one dolls property and number three within total toy sales, holding on to the top spot since January. The line has helped MGA to a 50 per cent boost in growth who saw 27.6 per cent growth in February, outpacing the industry’s 1.5 per cent incline.

With over 2.5 million dolls sold, LOL Surprise has inked over 30 licensing deals across apparel, accessories, games and more.

Penguin Random House

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MGA Entertainment

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CHARACTER / ENTERTAINMENT

DC COMICS

10 MY LITTLE PONY

11

Brand Owner:

Brand Owner:

What an exciting year it has been for DC Comics, as the extensive roll-out of DC merchandise centred around its slate of blockbuster movies continues to delight audiences. If only – Wonder Woman withstanding – the movie slate could appease the critics as much as it does the fans, DC Comics could be coasting to the top of this listing in the year to come. Perhaps Justice League be the one that takes the studio to the top?

It’s dropped five places since last year’s listing, but that’s no reflection of the passion with which My Little Pony’s legions of fans from across the globe throw themselves into this fantastical world. My Little Pony: The Movie is in cinemas this month and with a cast starring the likes of Emily Blunt and Sia, who has also provided a moody song for the soundtrack, excitement for the brand is about to reach fever pitch.

Warner Bros.

TROLLS

Hasbro

12

TELETUBBIES

13

Brand Owner:

Brand Owner:

Trolls has taken over £8m in retail sales from January to July this year and was named the fastest growing girls’ license of the past year and is the number six license across toys to July 2017.

“Our focus for Trolls is working with our existing best-in-class partners to take the brand to the next level of dominating retail across all categories,” said Universal’s Hannah Mungo. That’s a lot of big hair to contend with for the coming years.

20 years after the release of their first album, the Teletubbies are looking to storm the charts once again with a brand new title marking the significant anniversary of this ever-popular preschool brand. Big Hugs will feature 19 songs and goes some way to complement DHX Brands’ comprehensive licensing programme centred around this ever-green children’s brand. Expect the Teletubbies to say “Eh-oh” to new licensees in the coming months.

Universal Pictures

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DHX Media

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CHARACTER / ENTERTAINMENT

DISNEY

14 THE WALKING DEAD 15

Brand Owner:

Brand Owner:

Where to start with Disney?

With Star Wars, Marvel, Disney Princess a live-action Beauty and the Beast movie and plenty, plenty more in its arsenal, it’s no surprise to find that Disney is providing incremental sales opportunities and new licensing deals across multiple toy and consumer categories. There’s plenty more to come from the studio, too, making it one of the most influential brands in the business.

This month will see the launch of the first The Walking Dead Cookbook and Survival Guide, detailing the skills and sumptuous recipes anyone would need to survive a zombie apocalypse. What better way to celebrate the return of the series that is now in its eighth bloodsoaked season. With one hell of a meaty consumer products programme surrounding it, and even live action experiences like the recent collaboration with Thorpe Park, The Walking Dead continues to thrill its fan base at every turn.

Disney

GREAT BRITISH BAKE OFF

AMC

16 IN THE NIGHT GARDEN 17

Brand Owner:

Brand Owner:

In what has been a controversial for this quintessentially British brand that has seen Mel and Sue replaced with Sandy Toksvig and Noel Fielding and the iconic Mary Berry with Prue Leith, The Great British Bake Off has very much held its nerve. Slipping only three places in this year’s Powerlist, we’re certain that given adequate proving time, Love Productions’ brand will rise sufficiently and avoid any of those soggy bottoms.

It’s hard to believe that Iggle Piggle, Makka Pakka and Upsy Daisy have been doing the rounds for ten years, while DHX Media continues to enjoy a robust licensing programme for its pre-school property. A standalone magazine, a themed zone at the Family Gardening Show and In the Night Garden bedrooms at the new CBeebies Land Hotel in Alton Towers each prove that In the Night Garden is as big a success in the wider consumer products space as it is within toys.

Love Productions

SHOPKINS

DHX Media

18 HELLO KITTY

19

Brand Owner:

Brand Owner:

Pop-up cafes, live shows and a new movie on the way; Shopkins has continued to fire up the global licensing industry off the back of another stellar year. A toy line that has sold in its tens of millions around the globe and helped co-creator Manny Stuhl find his way to the Forbes Rich List, Shopkins still continues to perform staggeringly well among the consumer categories.

This year has seen Hello Kitty launch into new partnerships with SnapChat, Lazy Oaf, Loot Crate, SEGA and a lot more proving that the brand’s versatility can take it down almost any consumer product avenue. The latest deal will see Sanrio tackle the art of Japanese cuisine with the launch of a Hello Kitty pop-up concept store in London’s Tombo Fitzrovia. Hello Kitty poké bowls, ice cream sundaes, cupcakes and more will all be on the menu for all those with the right palate.

Moose Toys

www.licensing.biz

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Sanrio

17 9/29/17 12:20

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CHARACTER / ENTERTAINMENT

BARBIE

20 POKÉMON

Brand Owner:

Brand Owner:

Mattel

The iconic fashion doll, Barbie has been an integral part of the international toy market for well over 50 years, and remains incredibly relevant to this day, with three Barbie dolls sold every second. The icon continues to ignite the licensing space with new deals within the digital sector and celebrity endorsements that includes the first Gigi Hadid-inspired Barbie doll. A live action feature film centred around the history of the doll is expected to land in cinemas soon, too.

ANGRY BIRDS

21

The Pokémon Company

The impact of Pokémon Go, has been tremendous, helping The Pokémon Company to a massive $143.3m growth in profits. To put that in perspective, this represented a 2458 per cent increase over the previous fiscal year. Pokémon continues to dominate the toy space and with a master toy partnership with Wicked Cool and a distribution deal with Character Options, we can only expect to see this continue.

22 OVERWATCH

23

Brand Owner:

Brand Owner:

The Angry Birds franchise has really taken flight this year, following the success of The Angry Birds Movie and mobile game series. In fact, Rovio saw a revenue increase of 94 per cent in the second quarter of 2017, taking profits to an impressive €86.2m. Rovio’s brand licensing business saw strong revenue growth and the studio has since entered into a movie licensing, production and distribution agreement with Colombia Pictures Industries for the Angry Birds movie sequel, slated for release in September 2019.

Overwatch is flying the flag this year for the growing strength of the video game licensing sector. With an audience of 41 million active players, Overwatch is the eighth Blizzard game to have generated $1bn in revenue. The licensing potential is already being met with partnerships with apparel specialist J!NX and collectables from Funko already serving well. The money the property continues to generate through the eSports arena and league will certainly be one to keep an eye on in licensing terms, too.

Rovio Entertainment

DOCTOR WHO

Activision Blizzard

24 MR MEN & LITTLE MISS 25

Brand Owner:

Brand Owner:

There’s nothing quite like a little series shake-up to get the fan girls and boys reinvigorated about a brand as classic as Doctor Who. The introduction of Jodie Whittaker as the 13th incarnation of the Time Lord send shockwaves across the online forums. Just how this will influence the evolution of BBC Worldwide’s licensing programme around this staple property is yet to be seen, but already retailers and agencies are rejoicing at the long-overdue introduction of the series’ first female lead.

Doctor Who mash-ups, Heathrow airport AR experiences and Mr Men & Little Miss adult book titles: it’s been a busy year for Sanrio as it continues to discover new and innovative avenues to explore in the consumer licensing space. With a number of charity partnerships added to its portfolio, the Mr Men & Little Miss brand has been championed for its philanthropic values just as much as its keen eye for a stellar revenue-busting partnership. Expect this brand to keep growing in 2018.

BBC Worldwide

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19 9/29/17 12:21

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BRANDS

1

LEGO

Brand owner: The LEGO Company Returning to the top spot for its fifth consecutive year, LEGO remains a leader in the Brands category thanks to a string of new products, movies and global expansion all under its belt.

March 2017 saw the company report its highest revenue in an 85-year history, posting an increase of six per cent to £4.4 billion in its latest 2016 results. Profits also increased, with operating profit spiking by 1.7 per cent to DKr 12.4bn and net profit up 2.2 per cent to DKr 9.4bn With a new executive leadership team in place, which replaced the previous management board, the globalisation of the LEGO Group looks set to continue.

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But that wasn’t all, as in August this year the firm shook up its team once again with appointment of a new CEO just eight months after placing Bali Padda within the executive position. Niels Christiansen was moved into the position to help guide it through what is becoming an increasingly digital world of play.

It’s been a busy year for the company, as the largest branded LEGO store opened its doors to fans in London’s Leicester Square in November 2016. Boasting a total of 914 square metres over two floors, the shop houses a raft of toys including a LEGO Architecture landscape building set, as well as various licensed ranges.

The company has even inspired a TV show that aired on Channel 4. Dubbed LEGO Masters, the TV programme was on the look out for Britain’s most skilled amateur LEGO builders, where one pair would eventually be crowned the Masters.

Other key products for the brand this year include its largest ever construction set; The Millennium Falcon, which made up of 7,500 pieces. Meanwhile, series 17 of LEGO’s minifigures made its way to retail with a host of outrageous characters.

It’s a testament to the global firm’s impact on the market, as the Danish company continues to make waves in the licensing space.

21 9/29/17 12:21

BRANDS

COCA-COLA Brand Owner:

2

The Coca-Cola Company Up four positions in this year’s Power List, the world’s number one soft drink brand, Coca-Cola has enjoyed a stellar year, with the firm’s licensing arm making its debut at the Las Vegas’ 2017 Licensing Expo. But the brand’s burgeoning licensing offering hasn’t stopped there. Earlier this year CocaCola rolled out a line of NCAA branded bottles, while also celebrating its 50-year partnership between US drinks firm, ICEE. Most recently, the firm joined forces with FIFA’s fictional character, Alex Hunter, for an endorsement deal, which sees Hunter only drink Coke Zero in an effort to push the brand to more fans.

No doubt the firm has even more sweet deals in the works to wow us in the coming months.

EMOJI Brand Owner:

3

emoji company ® This year saw the emoji brand light up the silver screen with the debut of The Emoji Movie, where all manner of emojis, from a devil, ice cream, hi-five, poop and more all got their five minute’s of fame. Ahead of the movie’s release, the company secured a raft of licensees from the likes of Aymax, Mepal, Little Concepts, Funny Products, Van Der Erve all covering categories such as apparel, gift wrap, watches and more. Since signing its first licensing agreement in the second quarter of 2015, emoji has garnered more than 325 licencees since then as the global company continues to ramp up its offerings for fans. With its place at the forefront of popular culture firmly established, don’t expect emoji to dissapear like a snapchat anytime soon.

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www.licensing.biz

9/29/17 12:22

BRANDS

JCB Brand Owner:

4

J C Bamford Excavators Ltd The iconic brand has moved one step down in this year’s Power List, ranking in at fourth place, but don’t let that deter you away from what this British brand has achieved throughout 2017.

The company has strengthened its licensing programme this year with its toy partners, with HTI and Golden Bear both developing new toys. Meanwhile, a new line of kids’ apparel, manufactured

by Fashion UK, made its way into M&Co stores. The brand also joined forces with Specsavers to launch a new range of branded prescription safety eyewear, with designs and styles across men’s, women’s and unisex frames. With an eye for expansion, this staple of British vehicle brands is certainly here to stay.

SMILEY Brand Owner:

5

The Smiley Company To mark its 20th anniversary this year, Smiley has bolstered its product offering with a raft of new deals throughout 2017. Palladium, VF Corporation, Simba Dickie, Rewe, Colette, Zara, Olivier Baby, Eram, and Warner Music are just some of the companies the firm has teamed with to drive its licensing programme forward.

With apparel a firm fixture for Smiley, the company has also delved into the food and drink market with a roll out of Smiley Snacks, which launched exclusively on Lidl aisles. Items include flavoured crackers to 3D render stacked chips in a selection of flavours. With ambitious CEO Nicolas Loufrani at the helm, this firm is eager to branch out into new categories leveraging the timeless iconography of the smiley brand.

www.licensing.biz

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BRANDS

VOLKSWAGEN

6 JAMIE OLIVER

7

Brand Owner:

Brand Owner:

Recognised as a global car manufacturer, Volkswagen has since entered the lifestyle arena with the help of licensing agent, IMG. Boasting a 70-year heritage, the brand has come on leaps and bounds following the development of apparel, bedding, fridges and bags and accessories for fans to enjoy. It’s thanks to the brand’s expansive licensing offering we find it racing into sixth place this year.

Jamie Oliver moves down from its place in 2016’s top five, taking seventh place. However, the brand continues to grow, with Jamie Oliver inspired pulses and grains launching at retail this year.

Fiddes Payne was responsible for the roll out, which included flavours Punchy Jerk Rice and Smoky Veggie Chill. Meanwhile, the Naked Chef remains a key face in the cookery book aisle, following the latest publication, 5 Ingredients: Quick & Easy Food.

Volkswagen

NATIONAL GEOGRAPHIC

Jamie Oliver Enterprises

8

KELLOGG’S

9

Brand Owner:

Brand Owner:

National Geographic has bolstered its offering with the opening of more than 46 flagship stores throughout South Korea.

Boasting a variety of bags, luggage, accessories and camping gear, the brand has since partnered with technical footwear licensee Dachstein Outdoor in Europe, which will see the debut of shoes in 2018. But it doesn’t stop there, as the brand delved into the toy space with its own board game, Brain Games.

Kellogg’s has motivated a string of products from a variety of licensees, including the likes of Anya Hindmarch, Gibsons and Mad Beauty, while its very own café was opened in New York.

Dubbed a ‘treasure chest of changing styles and attitudes’ by Pink Key, in particular, sales for gifting items have proved popular with fans of the heritage brand, while Kimm and Millers food gifting line in Debenhams has gone from strength to strength.

National Geographic Partners

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Pink Key Consulting

www.licensing.biz

9/29/17 12:23

BRANDS

RALPH LAUREN

10 NATURAL HISTORY 11

Brand Owner:

Brand Owner:

2017 could be described as a bumpy year for Ralph Lauren, as it recently announced the closure of its flagship Polo store on Fifth Avenue, causing the company to rethink its retail strategy.

Despite this, the brand has expanded its homeware offering, heading to India to open its first store dedicated to home furnishings. Its Q1 fiscal 2018 results also looked promising this year, with gross profit reaching $851m on a reported basis.

Since its deal between Nurture Rights to develop and market its pre-school property, Dinosaur Roar, the Natural History Museum has enjoyed a buoyant year, with several licensees, including M&Co, Redan and Golden Bear all coming on board to support the property. Licensees also supporting the museum include Surface View, Quadrille Publishing, Wild Republic and Creativity International across toys, jewellery, homeware and games.

Ralph Lauren Media

SONY PLAYSTATION

Trustees of The Natural History Museum

12 TANGO

13

Brand Owner:

Brand Owner:

A new addition to the Power List, Sony’s gaming brand has established itself the firm leader in the world of video games, with the top selling home console, the PS4. This year has seen the console’s exclusive line-up dominate the charts with titles like Crash Bandicoot N. Sane Trilogy, Uncharted: The Lost Legacy and Horizon: Zero Dawn. The brand celebrates its 22nd birthday this year, looking back on one of the finest legacies in the business.

With a robust licensing programme, Tango has proved itself as one of the most active brands among Britivic’s offering in volume terms. Estimated to be worth around £5 million at retail, Tango’s licensing programme has drawn in interest from licensees spanning biscuits, confectionery, shower gel, lip balms and more.

Highlights include Yumsh Snacks’ Tango popcorn range alongside Brand of Brothers’ J20 and Tango frozen ice products.

Sony Interactive Entertainment

www.licensing.biz

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Britvic

25 9/29/17 12:23

BRANDS

CHUPA CHUPS

14 PLAYBOY

15

Brand Owner:

Brand Owner:

What a sweet year 2017 has been for Perfetti Van Melle’s Chupa Chups brand. Apparel partnerships have been the hot topic for the lollipop property, with Cotton On, Tenezenis and Fyodor Golan all developing adult and kids fashion. The sugary sweets have also influenced a bathing line and beauty goods from Take n’ Care and Essence, respectively.

Global lifestyle brand, Playboy, has upped the ante this year, securing several new licensees to boost its presence across the apparel and home décor sectors, with the help of Burton, Joyrich, Supreme and Night Shift. The brand also won a counterfeit case Play Beverages who sold energy drink products using the Playboy trademark, further cementing Playboy’s iconic image in the lifestyle arena. Expect the firm to honour the legacy of recently passed mogul Hugh Hefner by continuing to expand and grow this iconic brand.

Perfetti Van Melle

TED BAKER

Playboy Enterprises

16

Brand Owner:

17

Brand Owner:

Ted Baker

Returning to the fold comes lifestyle brand, Ted Baker. In March 2017, the company reported a 4.4pc spike in profits before tax and exceptionals to £65.8 million, while group sales jumped 16.4pc to £531 million. Ted Baker credited its success to ‘the strength and appeal of the brand’, while its retail sales also grew by 15pc to £400.7 million, supported by a 35pc rise in online sales. Expect this fashion brand to continue to dominate in 2018.

MARY BERRY

JOE WICKS The Body Coach Online Nutrition Ltd

Another new addition to the Power List comes Joe Wicks, also recognised as The Body Coach. After just three years, Wicks has transformed a personal training business into a TV show, book series and social media phenomenon. Publications include Lean in 15: The Shape Plan, Cooking for Family and Friends and 30 Day Ultimate Lean Body Plan, while plans to find partners across categories such as activewear, gifting and food are underway.

18 LEON

19

Brand Owner:

Brand Owner:

The former face of The Great British Bake Off, Mary Berry has gone from strength to strength, with her brand name, lighting up the food and gifting aisles. This past year saw the baker lend her baking expertise to design and develop a cake line alongside Finsbury Food Group, while personalised gifting site, I just Love It, bolstered its licensed offering with the addition of a Mary Berry bakeware line. Still gracing our television screens, Mary Berry continues to inspire a generation of bakers across the UK.

Recognised for its natural fast food, restaurant chain Leon joins the Power List this year.

The company’s sales increased by £58.4 million in the year to December 25th, 2016, with its famous halloumi wraps and ‘porridge of gods’ contributing to a sales boost. Particular highlights for the company include its cookware line with John Lewis, which continues to perform well at retail. With a strong USP as the healthy but no less tasty alternative to other fast foods, Leon looks set to have great potential in licensing.

Mary Berry

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Leon Restaurants

www.licensing.biz

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BRANDS

LITTLE TIKES

20 CRAYOLA

21

Brand Owner:

Brand Owner:

Since being named the UK’s Best Family Brand at the 2016 Loved by Parents Awards, Little Tikes has lived up to its title, by continuing to deliver the best in pre-school toys for little ones to enjoy. Other highlights include a collaboration with Diggerland theme parks for various performance days and play zones, and an interactive stand at Jamie Oliver’s The Big Feastival to promote healthy eating and lifestyle among youngsters.

The brand recognised for its variety of colourful crayons kicked off new licensing efforts by teaming up with Clinique for a lipstick line earlier this year. Designed to evoke a sense of ‘nostalgia with adults who played with Crayola crayons as kids’, the line proved a hit at retail with fans. Elsewhere, the brand bolstered its licensing offering with an AR game dubbed Crayola Color Blaster and a series of children’s books from Lerner Publishing.

MGA Entertainment

GFINITY

Vivid Imaginations

22 MAC COSMETICS

23

Brand Owner:

Brand Owner:

The UK’s only dedicated esports arena, Gfinity has enjoyed a star-studded year.

The company recently detailed plans to launch a second series of its esports tournaments, Elite Series, while earlier this year Gfinity made a splash in the US expanding into the North American scene following the acquisition of CEVO. Throughout 2017, the company has continued to expand appointing new senior members to help expand its operations. With esports growing at an exponential rate, expect big things from this brand.

Joining the Power List for the first time is MAC Cosmetics.

This beauty brand has had an exceptional year, partnering with a line-up of celebrities and properties to catapult it above and beyond in the lifestyle space. This last year alone has seen the make-up giant join forces with Mariah Carey, Nicki Minaj, Caitlyn Jenner and Taraji P. Henson. Good Luck Trolls and Betty Boop have also inspired cosmetic launches this year.

Gfinity

BATTERSEA DOGS AND CATS HOME

Estée Lauder Companies

24 LADYBIRD BOOKS

25

Brand Owner:

Brand Owner:

UK animal charity, Battersea Dogs and Cats Home, has expanded its licensing efforts this year with the help of The Point. 1888. Known for its charity work, the brand will explore new markets and products to help deliver its ethos as a charity for animals. Other highlights include a partnership with Hasbro to rehome rescue animals and gaining a new soft toy licensee in the form of Posh Paws.

Billed as an iconic brand, Ladybird Books has conjured up a strong licensing programme over the years, leading to the development of gifts, cushions, homeware and a series of books for grownups. It’s no question then that we find the brand on this year’s Power List as it continues to resonate with fans of all ages thanks to its innovative artwork and captivating stories.

Battersea Dogs and Cats Home

www.licensing.biz

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Penguin Books

29 9/29/17 12:24

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ART & DESIGN

V&A MUSEUM

1

Brand owner: V&A Enterprises It’s going to take a lot to knock the iconic museum from the top spot, as the V&A Museum returns for its third consecutive year as the number one brand within the Art and Design category.

The brand certainly has had a remarkable year, with a robust licensing programme that boasts over 75 licensees worldwide, covering categories such as homeware, apparel, jewellery, accessories, fabric, gifts and stationery.

No stranger to a licensing deal, the brand has consistently bolstered its offering, with one particular highlight being the launch of its debut collection with Knomo, the global lifestyle accessories brand, while in May this

www.licensing.biz

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year the V&A Classic Paint Collection, made up of 40 distinctive colours inspired by the museum’s architecture, was revealed.

The brand continued to ramp up its presence at retail, when the museum unveiled its first exclusive collection with John Lewis for A/W17. Inspired by the collections and interiors of the museum, John Lewis’ line featured 17 pieces across lighting, furniture, textiles and decorative accessories.

2017 also saw the museum reveal a stationery collection with Papier, which consisted of over 100 customisable products, including stationery, notebooks and wedding invitations, and an apparel line with ethical clothing brand, People Tree.

Plus, the V&A won Best Art and Design Brand in the 2017 LIMA International Licensing Awards earlier this year, helping to cement its reputation as a leader in the field.

But it isn’t just the V&A’s retail offering that’s contributing to its position this year.

The museum recently detailed its exhibition dedicated to A.A Milne’s Winnie the Pooh.

Dubbed Winnie the Pooh: Exploring a Classic, the exhibition will run from December 9th, 2017 until April 8th, 2018 and will be brought to life through sketches, cartoons, fashion, ceramics, letters and photographs.

With such a remarkable licensing offering, it’s easy to see why the museum has found itself in the top spot again.

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BRANDS

CATH KIDSTON Brand Owner:

2

Cath Kidston

The British design brand moves up a space this year, taking second position in the Power List and it’s not hard to see why, after enjoying a solid past few months at retail. This past year alone has seen partnerships with the likes of Disney, focusing on brands such as 101 Dalmatians with a range of stationery, accessories and apparel. Meanwhile, the company has since explored the world of Neverland with a Peter Pan range.

Boasting homeware, apparel, bags, accessories and more, the collection has already starting to sell out online as fans snap up the innovative offerings. With its adorable, yet timeless style Cath Kidson is a brand that spans generations in its appeal and thus sees huge potential in the licensing space.

ORLA KIELY Brand Owner:

3

Orla Kiely

This year sees the Irish designer move down in the listing, taking third place within the Art & Design category. The world of Orla Kiely was first founded in 1995 to express the designer’s love of pattern, colour, texture and rhythm, and she has achieved just that. Over the course of the past year, the brand took the leap into the baby bedding sector with the help of The Gro Company.

Plus, gift licensee Wild & Wolf has continued to ramp up its Orla Kiely offering, with the launch of new retroinspired kitchenware, stationery and garden accessories. Kiely’s moves in the licensing space this year built on last year’s collaborations with Sport Relief and continues to solidify the name as one to watch.

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BRANDS

EMMA BRIDGEWATER Brand Owner:

4

Emma Bridgewater Emma Bridgewater, British ceramics manufacturer founded in 1985, owned and run by Emma Rice née Bridgewater and Matthew Rice, returns to the fold this year. A key highlight for the brand over the past year is the company’s partnership with the RAF. To mark the RAF Centenary in 2018, the brand has designed a decorative half pint mug, with £5 to be donated to the RAF100 appeal for every mug sold. The company has also worked alongside Homepride, designing pottery for its collectables range with a batter jug and half pint mug and plate. With her flair for colourful, traditional designs, its not hard to see why Emma Bridgewater has become a well established name in the world of licensed products.

PICASSO Brand Owner:

5

Picasso Administration One of the most famous artists of the 20th century, the Spanish painter, sculptor and printmaker is known worldwide for artworks such as The Weeping Woman, Girl Before A Mirror, Guernica, Three Musicians, The Blue Room and many more. The Picasso family has previously licensed the artist’s name to Citroen for use on its Xsara car model, meanwhile Paloma Picasso, one of the artist’s children and jewellery and cosmetics designer named one of her perfume scents Minotaure, in homage to one of the recurrent images in his work.

Recognised the world over as one of the most influential artists of all time, the Picasso name carries a certain prestige that can be leveraged by licensees, and shows no signs of fading anytime soon.

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ART & DESIGN

HAPPY JACKSON

6 NATIONAL PORTRAIT GALLERY7

Brand Owner:

Brand Owner:

A strong retail programme has contributed to another successful year for the flourishing Happy Jackson brand, with new products being introduced at a steady rate. Stationery, desktop items, sweets and accessories make up the brand’s offering, with a plethora of licensees supporting the company, including the likes of H&A, Pigment, Wild & Wolf, Danilo, Creme d’Or, Moonpig, Iron Gut and more.

2017 has been a busy year for the London-based art gallery, after acquiring a new portrait of music sensation, Ed Sheeran, while it also received £9.4 million in funding from The National Lottery towards a £35.5 million transformation programme.

Meanwhile, the arrival of the Michael Jackson: On the Wall exhibition will explore how the musician inspired some of the leading names in contemporary art and will be key for 2018.

HJL Design Ltd

PUSHEEN

National Portrait Gallery Company

8

HEMINGWAY DESIGN

9

Brand Owner:

Brand Owner:

Pusheen, made famous through Facebook stickers, is a social media phenomenon that boasts over 9.5 million followers.

Since the brand’s launch in the UK in 2016, Pusheen has been translated into new products across categories including apparel, stationery, home, food, tech and gifting. With the introduction of new characters and new style guides, the famous property looks set to continue its success into 2018 and beyond.

Boasting over 35 years’ experience, Hemingway Design has collaborated with a variety of companies, including John Lewis, Coca-Cola, Sainsbury’s, B&Q and The National Trust to name a few. The company has also played a vital role in the launch of a music themed collection for the British Music Experience in Liverpool, and has also developed a physical museum and online digital archive, The Land of Lost Content.

Fluid World

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Hemingway Design

www.licensing.biz

9/29/17 15:00

ART & DESIGN

THE NATIONAL GALLERY

10 MOOMINS

11

© Moomin Characters™

Brand Owner:

Brand Owner:

The National Gallery has had a tremendous 2017 thanks to success stories including a line of food products appearing in 400 Boots stores and its branded Chilean wine, which launched earlier this year. Over the years, the Gallery, which holds the title of the third most visited museum in the world, has garnered 40 licensees with plans to extend into other parts of the world, expanding into new categories including apparel and footwear.

With over 600 licensees under its belt, the Moomin brand does not shy away from a new collaboration, with stationery, apparel, museums and theme parks all expanding the iconic, heritage brand. Moomins currently has a yearly retail value of 700 million EU, which looks set to increase more as Gutsy animations has also come on board to develop a new TV series about the Moomins, which will air in 2019.

The National Gallery

ANDY WARHOL

Moomin Characters

12 THE RHS

13

Brand Owner:

Brand Owner:

An influential figure in contemporary art and culture, the Warhol brand has inspired skateboards, a line of Dom Perignon bottles, perfume and apparel. Over the years partners have included the likes of Silver Factory and Alien Workshop. A highlight of 2017 was a deal between Billabong LAB and the Andy Warhol Foundation, which featured apparel based on Warhol’s art pieces.

2017 has been another outstanding year for The RHS, collaborating with a number of licensees to expand its brand profile. The company has been licensing products for more than 20 years and this year alone has seen the likes of Coast, Frances Lincoln, Otter House Card and Gift, In The Night Garden, Shruti Designs, Gourmet Candy Company and many more join the fray to support the brand.

The Andy Warhol Foundation for the Visual Arts

www.licensing.biz

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The RHS

35 9/29/17 15:00

Battersea photography

Jason Chapman

Battersea Dogs & Cats Home is a world famous award winning charity brand.

• Founded in 1860 Battersea has rehomed more than 3 million cats and dogs.

• Top ten charity according to the YouGov Charity Index.

• Prime time ITV show, Paul O’Grady: For the Love of Dogs currently on its fifth season and taking a 20% audience share.

• Over 600,000 Facebook followers • Experts and pioneers in animal care and behaviour • Loyal and passionate fan base

Vintage photography

Battersea photography

All products carry the key emotive message, royalties from the sale of licensed products go towards supporting the work of Battersea Dogs & Cats Home.

For further details on licensing opportunities please contact the Battersea Dogs & Cats Home Licensing team on: licensing@battersea.org.uk t: 0207 627 9319 www.battersea.org.uk

Sophy Henn

Louise Poole

Battersea Dogs & Cats Home, 4 Battersea Park Road, London, SW8 4AA Charity registered in England and Wales No 206394.

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ART & DESIGN

14 VIVIENNE WESTWOOD 15

HISTORIC ROYAL PALACES Brand Owner:

Brand Owner:

HRP’s licensing programme has been nothing short of impressive, having secured new business and extended its current collections. This year has seen Hobbs debut its ninth collection in collaboration with HRP, meanwhile, Halcyon Days, who has been a licensee for around 10 years, has developed fine bone china, enamelled bracelet cuffs and silk scarves.

The British fashion designer, known for bringing modern punk and new wave fashions to market, has had another stellar year. A key highlight for 2017 saw Dame Westwood design this season’s London Fashion Week Festival (LFWF) tote bag, which was inspired by Vivienne Westwood’s autumn/winter 2017/18 show, which was entitled Ecotricity.

Historic Royal Palaces

GORJUSS

Vivienne Westwood

16

BERYL COOK

17

Brand Owner:

Brand Owner:

Boasting artwork by Suzanne Woolcott, the Gorjuss collection currently features over 800 products, spanning stationery, mugs, bags, apparel, water bottles, accessories and more, which are available in more than 55 countries around the world. 2017 has seen the brand gain new licensees in Cooneen By Design, DC Thomson and Sequin Art. Plus, Paola Reina grew the brand’s toy portfolio, with the launch of two Gorjuss soft vinyl dolls.

English artist, Beryl Cook, known for her original paintings, has inspired numerous exhibitions across the UK, with Plymouth’s Council House holding an exhibition featuring some of her earliest and quirkiest work earlier this year. The brand has also previously worked with licensees including Ravensburger and This Is Iris.

Santoro Ltd

LIBERTY LONDON

Beryl Cook

18 CAROLINE GARDNER 19

Brand Owner:

Brand Owner:

An iconic London department store in its own right, Liberty London Fabrics joined forces with Faber & Faber for a publishing partnership this year, which will unite ‘the best writers in the world with one of the globe’s foremost design teams’, to design a series of books. Previously the store also collaborated with Ladybird Books, Uniqlo and Nike.

Known as one of the UK’s leading and most prolific stationery and gift designers, Caroline Gardner’s portfolio spans categories focussing on paper, accessories and lifestyle. Back in 2015, the company made its first leap into retail, with the opening of its central London store in Marylebone High Street, accompanied with a new website.

Liberty London

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Caroline Gardner

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ART & DESIGN

JOULES

20 MATTHEW WILLIAMSON 21

Brand Owner:

Brand Owner:

British fashion and lifestyle brand, Joules, enjoyed robust sales this year, with the company’s group revenue increasing by 19.6 per cent to £157 million during its annual results for the 52 weeks ended May 28th, 2017. Joules also bolstered its homeware portfolio, with the brand signing an exclusive licensing partnership with DFS for its first sofa collection.

Never one to rest on its laurels, the luxury fashion house boasts a line-up of branded products, spanning wallpapers and fabrics, furniture, stationery and rugs, having worked with the likes of Osborne & Little, Duresta, Museums & Galleries and The Rug Company. Late last year also saw the brand make a splash overseas in the US, with the launch of its first home line.

Joules Investments Holdings Limited

AILSA BLACK

Matthew Williamson

22 LISA STICKLEY

23

Brand Owner:

Brand Owner:

After training at Gray’s School of Art in Aberdeen where Black studied graphic design and illustration, the artist has gone on to work with numerous partners to license her famous work. Successful licensing partnerships so far include working with Oxfam, Otter House Limited, Marie Curie, British Heart Foundation and Powell Publishing to name a few.

Burberry, Harrods, Liberty, Tate, Selfridges and John Lewis are just some of the named brands British designer, Lisa Stickley, has worked with.

Having originally founded Lisa Stickley in 1999. Stickley has since penned her own children’s novels, Handstand and My New Room. Stickley has also designed and developed lifestyle brand concepts, and has produced and sold various homewear items and accessories all over the world.

Ailsa Black

YVONNE ELLEN

Lisa Stickley London

24 ANNE STOKES COLLECTION25

Brand Owner:

Brand Owner:

After securing an Etsy award in 2016 for Retail Star, the Yvonne Ellen brand has come on leaps and bounds, and this autumn will see the property launch in John Lewis stores with tabletop, gifting and home fragrance products. Licensees already on board include the likes of Fifty One Percent, Blueprint and Wax Lyrical. The brand is also set to enter new markets, such as stationery and apparel.

Working with licensing agency, Art Ask Agency, Anne Stokes’ paintings have been licensed on a variety of products, from t-shirts and book covers to jigsaws and tarot cards. The Anne Stokes Collection covers a broad range of subjects, from the magical Enchanted Forest to the dark underworld of Gothic Fairies, plus the artist has also published several books over the past few years.

Yvonne Ellen

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Anne Stokes

www.licensing.biz

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S M L S

Returns to Stamford Bridge on Monday 13th November 2017

To book a stand or register as a visitor, visit SPORTSMERCHANDISEANDLICENSINGSHOW.COM 01784

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SPORTS

MANCHESTER UNITED

1

Brand owner: Man Utd Plc So it falls upon the Power List to provide you with the only time you will see Manchester United ahead of City this season, as the on-pitch tussle for the Premier League’s top spot steps up a gear once more.

Off pitch, and United continues to deliver a robust and infallible licensing programme to a global audience that in 2016 generated revenue upwards of £94m. Having brought its licensing division in-house from Nike two years ago, the globally celebrated football club has seen consecutive years of growth among its commercial and merchandise division, making it a true contender as a global brand on the world stage.

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“The strength of Manchester United’s licensing strategy has always been reflected in fan engagement from across the world,” commented one judge. “No matter how the team fares on pitch or in the tables, its licensed merchandise continues to diversify and sell-through.

It’s a real testament to its heritage and strength in the global market.”

With Manchester United TV now available online in the UK and Ireland, and the firm bolstering its digital offering,fans can now get closer than ever to their team of choice.

On the financial side of things, the firm reported a stellar year, signing nine new

global sponsorship partnerships as well seeing gross revenue rise to £585 million.

With such partnerships under their belt as watchmaker TAG Heur and 20th Century Fox, the club have shown they have an eye for exciting partnerships, keeping the club at the forefront of the sports licensing space.

However, while last year’s drama surrounding Chelsea’s ownership of the trade mark ‘Jose Mourinho’ is now put to bed, the team is never too far away from controversy, this time circling the chants about the team’s new signing, Romelu Lukaku. Let’s just hope that match day antics fail to tarnish the global reputation of this sporting superbrand.

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SPORTS

WWE Brand Owner:

2

World Wrestling Entertainment, Inc. The world’s 49th largest licensor is laying the smackdown this year, striding in at number two in this year’s Power List Sports listing. With a reported revenue increase of eight per cent to a record $214.6 million in Q2 2017, WWE has a lot to flex its muscles over. Live Events and Network segments have achieved their highest quarterly revenue in company history this year, while licensing revenues increased to $9.4 million, with new deals with the likes of KFC, Nestlé and Square Enix and Activision all playing a role. In the toy space, WWE has extended its partnership with Mattel to launch fashion dolls inspired by the WWE Women’s Evolution, hoping to promote empowerment for girls and women.

CHELSEA FC Brand Owner:

3

Roman Abramovich Continuing with the vision to be seen as the world’s number one football club, Chelsea has maintained a strong licensing programme that includes partnerships such as the lucrative £60 million a year deal with Nike. Meanwhile, the sporting brand has secured a two year extension on its deal with Thailand’s Singha Lager. Other recent partners include the likes of Carabao Energy Drink, EA Sports, Delta and plenty more. Chelsea FC has made a big name for itself stateside, too, where it has teamed with FC Harlem to deliver summer football camps in New York, providing training sessions courtesy of the Chelsea Foundation, while spreading the love of football and the Chelsea name across the US.

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www.licensing.biz

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SPORTS

ENGLAND RUGBY Brand Owner:

4

RFU

According to RFU’s new boss Steve Brown, there is no excuse for England not to be the most dominant rugby nation in the world. And, as it continues to go from strength to strength, the same could be expected of the team’s licensing and consumer products programme. With a licensing roster that has grown across the High Street and grocery sector, RFU’s apparel has increased through its kit partner Canterbury and online partner, Fanatics.

With the 2019 Rugby World Cup in Japan around the corner, licensing agent CPLG and England Rugby are focussing on building retail relationships and further extending the licensing programme.

Meanwhile, England’s on-pitch performance continues to push sales.

NIKE Brand Owner:

5

Nike

There’s no escaping that 2017 has been somewhat of a rollercoaster year for the global sports brand. Named the most valuable apparel brand by Brand Finance in March this year – valued at $32 billion – it was only a few short months later that Nike found itself at the centre of controversy when the EU Commission launched an investigation into its licensing and distribution practices across the continent. Despite the one or two knocks it has taken these past 12 months, Nike has come out stronger than ever, and, reinvigorated by a new licensing agreement with Georgetown, which will be tackling the issue of worker’s rights head on, helping to re-establish itself as the sports brand of the people.

www.licensing.biz

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SPORTS

NFL PLAYERS

6 SIX NATIONS RUGBY

7

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The only firm to offer exclusive group licensing rights to over 1,800 active NFL sports stars, it’s no wonder that NFL Players finds itself riding high in this year’s Power List. Among the numerous partnerships NFL Players has already secured in the US, the most recent is its move into arcade games with Andamiro USA, while NFL Players has become the first association to enable players to license their personal health and fitness data.

Accepted as one of the world’s most prestigious tournaments with a logo that is recognised by rugby supporters from across all nations, the Six Nations continues to ignite the country’s passion for the sport. England’s fantastic on-pitch performance can be rivalled only by the strength of the brand at retail, across both grocers and High Street retailers. Preparations are already in place to make 2018’s tournament as equally as prosperous.

NFL Players Association

LIVERPOOL FC

Six Nations Rugby

8

TOTTENHAM HOTSPUR

9

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As one of the most valuable football clubs in world football, Liverpool has enjoyed a vastly successful past 12 months in which it has developed its licensing programme both domestically and internationally. The firm has appointed a swathe of agents in key markets, most recently naming Baseline Ventures its exclusive agent for India, Sri Lanka and Bangladesh where it spots a potential 75 million fans.

The full time move to Wembley alone – a stadium with a capacity of 90,000 – is worthy of a spot on this year’s Power List. Over the past 12 months, Spurs has continued to deliver new means of maximising fan engagement that qualifying for the Champions League will facilitate in boosting the brand further. The Lily Whites also continue to enjoy vast international success, with a huge surge in popularity emanating from Far East Asia.

Fenway Sports Group

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ENIC International

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SPORTS

ADIDAS

10 WIMBLEDON

11

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This year has seen the German multinational take its global sports brand into the digital realm through its successful SnapChat partnership. The advertising campaign saw users engage with the brand on a global scale as they put their keepie up skills to the test in between SnapChat stories. Meanwhile, the brand’s retro Manchester United apparel line and word of a beer and vomit proof trainer range has all generations covered.

While it wasn’t quite the year we expected, having to witness Murray and Nadal leave the tournament early, this hasn’t deterred the tenacity of the Wimbledon licensing programme, which went digital in a live streaming partnership with Tenecet this year. Live coverage of every match was served across various online platforms, allowing the world to tune in and watch Federer take home his eighth Wimbledon trophy.

Adidas AG

UFC

The All England Lawn Tennis Club Plc

12 BARCELONA FC

13

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Brand licensing agent IMG has been hard at work securing countless deals for this MMA brand, from its first global retail partner in Legends Hospitality and fitness equipment partner in Dyaco International, to an extension of its Reebok partnership for a new Fight Night apparel line. “Off the back of the Mayweather v McGreggor fight, I wouldn’t be surprised to see UFC really pick up steam in the sporting merchandise world,” commented one judge.

Founded in 1899 by a group of Swiss, English and Catalan footballers, Barcelona has an annual turnover of 560.8 million euros. It’s also one of the most supported teams in the world, with the largest social media following among any sports team.

A deal with Konami has recently given the Japanese gaming giant access to the club’s players for marketing and a Barcelona edition of Pro Evolution Soccer.

Zuffa

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Fan co-operative

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SPORTS

FIFA WORLD CUP

14 RED BULL

15

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Whatever your feelings towards the Federation, there’s no denying that FIFA knows how to turn out a licensing partnership. Last year, EA Sports’ FIFA 17 became the bestselling console title in the world. Meanwhile, Panini’s FIFA World Cup sticker albums continue to set new records. Add to this sales of official FIFA World Cup apparel by companies from across the globe and you have yourself one behemoth of a brand.

With partnerships reaching across the board, from music to lifestyle, Red Bull has managed to make quite the name for itself in the extreme sporting arena. In particular, Red Bull Media House has built an enviable reputation as a producer of live action sports content on a global scale. Red Bull has also given wings to several athletes over the years with sponsorship for Hockey champ Maddie Hinch, cricket star Ben Stokes and professional BMXer Bas Keep.

Federation Internationale de Football Association

WORLD ATHLETICS 2017

Red Bull GmbH

16 MANCHESTER CITY 17

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This summer the Queen Elizabeth Olympic Park in London celebrated athleticism, hosting the IAAF World Championships 2017. Founded in 1912, the IAAF has enjoyed more than 100 years of delivering athleticism to the world’s stage, outside of the Olympics. In 2001 it became the International Association of Athletics Federations to reflect the growth of a professional sporting world.

With 400 million fans worldwide, Manchester City has worked hard to build a permanent presence in key markets across the globe, enabling the Abu Dhabi-owned club to engage with fans on a year-long basis. With a business model that other teams find themselves vying to mimic, Manchester City is a lifestyle brand which is about more than selling t-shirts and tickets, becoming what has been billed as ‘more a flourishing multinational corporation than a football club.’

International Association of Athletics Federations

REAL MADRID CF

City Football Club

18 JUVENTUS FC

19

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Having hit record revenues of €620m for the financial year 2015/16, Real Madrid continues its run as one of the most valuable sports teams in the world. Similar to Barcelona, Real Madrid’s members have owned and operated the club throughout its 115-year history, meaning someone clearly knows that they are doing. Most recently, Real Madrid scored a console partner in Xbox, who took on the role of hosting a series of events to celebrate the club’s US Summer Tour.

The history of Juventus Football Club is scattered with success on the pitch, but also brave decision-making off it and, earlier this month, the European super club and Serie A champions launched a new logo and visual identity in Milan. The team’s objective is to grow its presence and influence and expand the business through innovative brand extensions under the Black and White and More umbrella, targeting fans all over the world, as well as those with less of an interest in football.

Real Madrid CF

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Juventus FC

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9/29/17 16:54

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SPORTS

AC MILAN

20 TOUR DE FRANCE

21

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Founded in 1899 by the English lace-maker, Herbert Kiplin and businessman Alfred Edwards, AC Milan has spent most of its history in the top flight of Itlalian football, Serie A. With a revenue of €215 million, the club enjoys a fast growing international licensing programme across multiple categories such as entertainment and style.

Earlier this year, licensing agent CPLG struck a significant deal with Sports Direct to create a range of Tour de France-branded apparel for the annual bike race, comprised of hoodies, t-shirts and polo shirts for men and women. It was just the latest in a swathe of partnerships for the sports brand that truly embodies the culture of global celebration.

Rossoneri Sport Investment

ROYAL ASCOT

Amaury Sport Organisation

22

OLYMPICS

23

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Ascot has galloped from the racecourse to the High Street retail space this past year, thanks to the continued efforts of licensing agent IMG, all with the mission of developing an international lifestyle brand around the centuries old British staple. And it looks like they have backed a winner, having seen success with on-site retail outlets, fashion ranges and lifestyle lines geared towards people with a passion for horses.

Brand partnerships are key for The Games’ success and crucial to the operations and organisations, with revenue generated by commercial partnerships accounting for more than 40 per cent of over-all Olympic revenues. The association has implemented numerous stringent fail-safes against the promotion of unofficial use of the Olympics brand, which arrives at a time when the brand finds itself at the centre of financial controversy rumours.

Ascot Racecourse Ltd.

USAIN BOLT

IOC

24 VANS

25

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A philanthropist and global icon in equal measure, Bolt’s recent successful application to trademark his iconic pose may only be over-shadowed by his even more recent deal to bring a chain of Jamaican chicken restaurants to the UK. Tracks & Records will serve traditional Jamaican food, including jerk pork and janga soup, as well as the athlete’s own creation ‘burgers a la Usain.’

Unending partnerships from leading entertainment properties can only be credited with helping this skate, sport and lifestyle brand find its place on this year’s Power List. DisneyPixar teamed with the company to launch a range of Toy Storythemed footwear towards the end of last year, demonstrating the universal and cross-generational appeal of this popular brand.

Usain Bolt

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MEET THE TEAM Robert Hutchins Editor rhutchins@nbmedia.com

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