Disney licensed product sales made the company an estimated $63 billion in 2024.
Disney Product Sales
According to the 2025 Top Global Licensors report released by License Global, the total sales of licensed products last year was $307.9 billion. Disney is the top licensor, accounting for just over 20% of the market.
In the rankings, Disney was followed by Authentic Brands Group ($32 billion), Dotdash Meredith ($26.7 billion), NBCUniversal ($17 billion), Hasbro ($16.1 billion), Warner Bros. Discovery ($15 billion), the Pokémon Co. ($12 billion), Bluestar Alliance ($10 billion), Mattel ($8.8 billion), and Sanrio ($8.4 billion).
The combined retail sales of these 10 companies in the past five years have exceeded $1 trillion.
Apparel is the top growth category, followed by toys and games, then food and beverage.
Currently, millennials are the top buyers with 28% of sales, but Gen Z is expected to take the lead in 2025. They followed millennials at 27%. Consumers also reportedly prioritize products that create “emotional connections” and brands that “matter to them personally, creating a foundation of loyalty that transcends traditional market forces.”
Source: Variety
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