Entertainment Brands Continue to Dominate L&M Revenues

LAS VEGAS: Of the $5.065 billion in licensing royalty revenues generated in 2010, $2.38 billion were derived from TV, movie and other entertainment-based brands, according to the International Licensing Industry Merchandisers Association (LIMA).

Despite challenges in the retail sector, year-to-year royalties generated from the sale of licensed merchandise remained fairly stable in 2010 at $5.065 billion, down just 1.9 percent on 2009. The data was released as Licensing International Expo kicked off in Las Vegas.

"The LIMA 2010 royalty revenues survey underscores our industry’s continuing strength and resilience against a backdrop of unsteady retail sales," said Charles Riotto, the president of LIMA. "Despite a 1.9-percent decline last year, licensed products clearly hold an appeal for consumers."

LIMA is upbeat about prospects for 2011, with the second half of 2010 showing signs of increased retail sales, opportunities with new kinds of retailers and significant progress seen with mid-tier, department stores and specialty/big box retailers.