Disney is celebrating its 11th anniversary this fall. However, the past was also dominated by the "House of the mouse": As the sales data from the merchandise panel from GfK Entertainment show, Disney was the most successful licensor of entertainment merchandise in Germany in 2022. And with Star Wars, the top brand came from the same house.
Products from "Star Wars" were particularly well received, which launched four series within a very short time with "The Book of Boba Fett", "Obi-Wan Kenobi", "Andor" and "Stories of the Jedi" - and his The Mandalorian will begin its third season in March. "Frozen" and "Mickey Mouse" have also been very popular in the past twelve months.
Star Wars was particularly well received
In contrast to Disney's 190 active sales franchises, "only" eight different licensed products were identified for LEGO. Nevertheless, the traditional Danish company ranks second in the ranking of the top licensors for 2022. This is thanks to series such as "LEGO Ninjago", "LEGO City" and "LEGO Friends". Next in the licensor ranking are Warner Bros., Mattel, and The Pokémon Company with 93, XNUMX, and XNUMX franchises, respectively.
As the market report by GfK Entertainment also shows, "Star Wars" was not only the most popular Disney licensed product last year, but also the most successful overall of the more than 1.400 franchises examined. This is followed by "Pokémon" and "PAW Patrol", while "Harry Potter" and "Barbie" close the top 5.
The evaluation is based on the sales data from the merchandise panel for the period from January to December 2022. Licensed products from the entertainment areas games, film/series, music and books in the sales channels stationary trade and e-commerce were taken into account.
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Last updated on 8.03.2023/XNUMX/XNUMX / Affiliate Links / Images from the Amazon Product Advertising API. * = Affiliate links. Images from Amazon PA API