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Barbie – Mattel
Barbie is the #1 doll brand in the world, with 98% brand awareness globally. According to NPD, Barbie was the top toy property of the year in 2021. Almost 1,000 licensing partners globally saw a record year, with programs at major regional and global retailers that spanned all tiers of distribution. A fashion icon, Barbie boasts high-profile programs with the likes of Balmain, Zara, and Walmart, as well as products across dozens of categories from publishing to food and beverage.
Bluey – BBC Studios
Bluey is the Emmy® Award-winning animated series from Australia, loved worldwide for its heartfelt and funny portrayal of family life and celebration of play. In 2021, Bluey was NPD’s #1 new license year-over-year in preschool figures, playsets, and accessories as well as the #2 new growth property in toys. Bluey was also the #1 children’s show in Australia across all age groups (and has been since 2019). The series won four Kidscreen Awards and “Bluey: The Album” won an ARIA Award.
CoComelon – Moonbug Entertainment
CoComelon has taken the world of licensing by storm. With nearly 200 licensees globally—and more than 1,900 SKUs to date—our licensing program continues to grow, with more product categories and new markets launching in 2022. The Musical Bedtime JJ doll from our global master toy partner Jazwares sold nearly three million units globally for this one item alone! CoComelon is the #1 Kids YouTube channel in the world, with over 127 million subscribers and an average of three billion views a month on YouTube alone.
Encanto – Disney
We might not talk about Bruno…but everyone is talking about Encanto! Walt Disney Animation Studios’ tentpole release took the world by storm in 2021. Disney Parks, Experiences and Products launched a comprehensive cross-category program developed for the entire family, featuring our heroine Mirabel and the entire Madrigal family. Key partners included toys from Jakks Pacific, LEGO and Funko; music-based items from Kids Designs; apparel and accessories from Mad Engine and Centric; McDonalds; and cosmetics from Alamar.
Marvel’s Spider-Man – Disney
Spider-Man achieved its strongest sales in its history in 2021. This success stems from a well-executed strategy of multi-platform support across film, TV, preschool, YouTube, evergreen programs, and innovative products. Breakout new characters from the franchise—like Miles Morales, Ghost-Spider, and Venom—added to the broad consumer appeal and even brought in diverse new audiences for the franchise (and for Marvel overall). Standout data includes 131% growth in apparel and 61% growth in kids home.
Minecraft – Microsoft
Minecraft has significantly expanded its retail activations and launches down under, with an estimated $16 million retail program in 2021 and growing at a rapid rate for 2022. Minecraft enjoys a robust licensing program with 24 licensees servicing the ANZ market across multiple categories including apparel, toys, and homeware. In 2021, Minecraft expanded with new partners including Headstart, Hasbro, Nerf, Moose Toys, and Modern Brands to further expand into new categories including new trading cards, board games, and collectible plush toys.
Miraculous: Tales of Ladybug and Cat Noir – ZAG
Miraculous: Tales of Ladybug and Cat Noir, created by ZAG, is a modern-day story of two magical, transforming iconic superheroes. Miraculous has over 400 licensees, with consumer products revenues surpassing $1 billion in 2021 with over 200 million products sold. The brand is a digital giant with over 29 billion views on YouTube, 200 million downloads of the official Miraculous app, and 300 million gameplays on Roblox. And, in 2022, an animated feature film will debut supported by global promotional partners.
Peppa Pig – Hasbro
In 2021, the queen of preschool continued capturing the hearts of fans across the world as viewers consumed the equivalent of over 300,000 years of Peppa content throughout the year—equivalent to 20 minutes for every person on earth! Best-in-class partnerships from the year included Hewlett Packard x Peppa Pig printables, Calm Kids sleep story, and the Team GB Olympics collaboration. The launch of Peppa’s second music album contributed to global streams now at over 200 million, with 1/3 of all kids listening to Peppa music!
