Size of corporate brand licensing

LIMA published its annual numbers.

Corporate brand licensing accounted for $19.7 billion in retail sales in the U.S. in 2010. It generated $845 million in royalty income to brand owners.

That is less than 5%. We hope this puts an end to the often claimed royalty rates in the double digit percentage area.

Retail sales of licensed goods declined again from 2009, by  4%.