PROPERTY TYPE LIST

Following is a list of sample properties classified according to property type. Although some properties cross over into several categories, for the most part they’re classified under the property type where their major licensing activity began. For example, the Teenage Mutant Ninja Turtles sprang to life as a comic book, so for our purposes this property is classified under publishing.
An exception is made when a separate licensing program is set up (with separate art and logo) for an extension of the original. For example, Batman’s origins are as a publishing property, since he was originally a comic book character. But distinctive licensing programs have surrounded the first 1989 film and its sequels, so the sales directly related to the logos and images from the films would be classified under entertainment/character licensing. Of course, there are exceptions to every rule, and classifying some properties is simply a judgement call.

The following listings are guidelines in helping you to understand the data more fully, but are by no means comprehensive.

Art: Erte prints, fine art (museum replicas), greeting card and calendar designs, Mary Engelbreit artwork, Norman Rockwell prints, Precious Moments

Entertainment/Character: Betty Boop, Disney characters, Flintstones, Garfield, Looney Tunes Muppets, Pink Panther, Rocky & Bullwinkle, theatrical motion pictures, TV series and specials, World Wrestling Entertainment

Celebrities/Estates: Abbott & Costello, Alfred Hitchcock, Amelia Earhart, Fred Astaire, Harrison Ford, Humphrey Bogart, Jackie Robinson, James Dean, Kathie Lee Gifford, Marilyn Monroe, Mel Gibson, Sandra Bullock, Winston Churchill

Fashion: Bill Blass, Halston, Donna Karan, Tommy Hilfiger, Calvin Klein, Gloria Vanderbilt, Ralph Lauren

Music: The Beatles, Britney Spears, KISS, The Grateful Dead, Jimi Hendrix, Madonna

Non-Profit: American Cancer Society, American Red Cross, CARE, National Wildlife Federation, Save The Children, Unicef

Publishing: Babysitters Club, Harry Potter, Popular Mechanics, Sports Illustrated, Elle, Berenstain Bears, Babar, Peanuts, Dilbert

Sports: National Football League, Major League Baseball, National Hockey League, National Basketball Association, NCAA, Major League Soccer, Players Inc., Olympics, World Cup

Trademarks/Brands: Harley-Davidson, Pillsbury Doughboy, Campbell Soups, Crayola, Coca-Cola, Pepsi, Hershey, Snackwell

Toys/Games: Monopoly, Slinky, Hot Wheels, Barbie, Sonic The Hedgehog, Mario, Magic 8-Ball, Colorforms, Matchbox, Etch-A-Sketch, Pokémon

Find proprietary 10-year sales data for each of the property types above in "The Licensing Business Databook."