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Cobra Kai – Sony Pictures Entertainment
Sony Pictures Consumer Products continued to build upon their robust global licensing program ahead of the highly anticipated season five release on September 9th. Throughout fall 2022 they worked with best-in-class partners to launch new and innovative products, including a full-family footwear collection from Vans; The Kick-A** Book of Cobra Kai essential series companion from Harper Collins; the Cobra Kai 2: Dojos Rising video game from GameMill Entertainment; and a collection of authentic martial arts equipment and uniforms from Century Martial Arts. And new from Hasbro this spring is the Power Rangers Lightning Collection Mighty Morphin x Cobra Kai capsule collection consisting of three action figures that give Miyagi-verse characters a Power Rangers-flavored makeover. With a full line of Cobra Kai, Miyagi-Do, and Eagle Fang themed products available at retailers around the world, fans can stay connected to the show both on screen and off.
Jurassic World Dominion – Universal Products & Experiences
In 2022, Jurassic World proved once again that it is THE definitive dinosaur brand. Jurassic World Dominion smashed the global box office and Universal launched the largest global licensing program in the history of the franchise, collaborating with more than 900 licensees across every retail aisle, including gaming, toys, apparel, lifestyle, and publishing, as well as new categories: beauty, infant and preschool, breakfast food, home appliances, and sustainable home.
Heading into the theatrical release, Universal saw a 65% increase in sales compared to the last film (2018), and was deemed one of the fastest growing toy properties in 2022 with Mattel’s TOTY Award-winning Jurassic World line as the top action figure in the U.S. for 2022 (NPD). From theme park attractions and live events around the world to gaming and digital experiences across all platforms—plus a year-round presence at retail—Jurassic World isn’t slowing down.
Monster High – Mattel
Relaunched in 2022, Monster High leverages both product and content in delivering its brand promise to foster a more accepting world, where everyone is proud to be their authentic self.
Monster High The Movie, which premiered on Nickelodeon and Paramount+ on October 6, 2022, was the top kids and family movie on Paramount+ during its launch week and reached more than four million total viewers during its premiere weekend on linear (Nickelodeon, Nick at Nite, Nicktoons, and TeenNick). In L+3, the linear simulcast posted triple-digit increases, up more than 100% with kids six to 11 and up 45% with total viewers. The movie was number one on Paramount+ in 23 markets and was supported by a release of POD apparel on Amazon. A sequel will release in 2023, taking Monster High’s ever-growing fanbase even deeper into the worlds of memorable characters like Clawdeen Wolf, Draculaura, Frankie Stein, and others!
Star Wars – The Walt Disney Company / Lucasfilm
Star Wars continues to rule the galaxy, with its second-biggest year in consumer products and strong sustained growth across licensed categories. A robust slate of product and marketing programs helped to blast Star Wars to hyperspace in 2022, including the Obi-Wan Kenobi Product Program, which supported the Disney+ series with innovative toys, apparel, and home items, including the resurgence of our top villain, Darth Vader.
Additionally, there was ongoing product newness for The Mandalorian and fellow bounty hunter Boba Fett, building the Mandalorian segment into a significant complementary part of Star Wars’ overall business; category expansion through pop culture icon Grogu, capturing hearts across all ages and demographics; and Bring Home the Galaxy, an expansive eight-week holiday shopper campaign that highlighted top giftable items each week and drove to key retailers, resulting in a strong holiday season.
Stranger Things – Netflix
2022 was undeniably the year of Stranger Things! The fourth season of the global phenomenon topped the charts as the most streamed show of the year with over 1.3 billion hours viewed and reached far beyond the Netflix platform as an inescapable driver of global pop culture conversation through merchandise and experiences. Fans bought millions of units of the in-world Surfer Boy Pizza frozen pizzas at Walmart and caused a global shortage of raglan tees due to demand for the ubiquitous Hellfire Club shirt that became the trendiest item of the summer.
The broad appeal and creative flexibility of the brand is evident from the sellout of the first dedicated kids’ apparel program at Zara (EMEA), to the custom menu and experience at Burger King (LATAM), to a Balmain collaboration that debuted at Fashion Week. The Stranger Things brand is a thriving ecosystem that brings inspired authenticity to fans.
Yellowstone – Paramount
In 2022, Paramount took TV’s top hit Yellowstone to new heights, growing the IP into a massive consumer products franchise and launching the brand into exclusive categories including furniture. By translating Yellowstone’s rugged western appeal into a lifestyle brand (as noted by the Wall Street Journal), Paramount exceeded its trajectory. Key beats, trends, and in-world style were leveraged to launch high-profile collaborations and cross-category product expansion.
Retail highlights include record-high sales with over 8x growth YOY; top-performing Paramount DTC shop; Wrangler’s launch sold out within 24 hours; season five premiere events and experiences bringing products to fans, talent, and AMC theaters in NY, Texas, and across the country; and Yellowstone-branded Amazon boxes delivered with QR driving to digital landing-page featuring product.
