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| Michael Jackson’s estate is predicted to make more money from licensing and merchandising deals than any other celebrity in 2010. He will take over Elvis Presley’s top spot as highest earning deceased celebrity and knock out a host of living celebrities from Hollywood, sport, fashion and music. This is according to a survey of nearly 1,000 licensing and merchandising experts across Europe commissioned by the leading licensing event, Brand Licensing Europe (30 September-1 October, London). The experts – including brand owners, retailers, manufacturers, promotion and advertising agencies – were asked to nominate the three celebrities with the most potential to cash in on licensing and endorsement deals next year. Jackson – who died in June – was the experts’ favourite with 76 per cent of all respondents choosing him among their top three. Footballing genius Cristiano Ronaldo – who recently transferred from Manchester United to Real Madrid in a deal worth £9.6million a year – came a respectable second place with 37 percent. And rising pop megastar Lady GaGa came in third place with 26.8 percent of experts opting for her. Elvis Presley - currently heading the world’s most lucrative legacy licensing programme – came just ninth. Top 20 predicted celebrity earners from licensing and merchandising in 2010:
Interestingly, the survey did not reinforce the widely held theory that it pays to die a PYT (Pretty Young Thing) as Dark Knight star Heath Ledger crept in at a lowly 19th with 3.2 per cent of the votes, whilst reality star Jade Goody only just made the cut in 20th place despite earning millions following her appearance on Big Brother and the release of three autobiographies since she died in March. Jessica Blue, event director of Brand Licensing Europe commented: “It’s not surprising Michael Jackson topped our survey. According to Forbes magazine, music and memorabilia earned the singer’s estate £60million in the six weeks following his death - almost double the £32million that made Elvis Presley the highest-earning deceased celebrity in both 2006 and 2007." “But this is a mere drop in the ocean compared to what he can make on future licensing deals if his legacy is managed properly. This is a brand that can be applied to multi-category, multi-territory deals: there’s already talk of a Michael Jackson hotel in Vegas, and the opportunities thereafter are endless." Ciarán Coyle, managing director, The Beanstalk Group, added: “The Michael Jackson estate could earn an estimated £100 to £150m in royalties from licensing in 2010 as his image and legacy is licensed on anything from coins and clothes, to coffee table books and singing stuffed animals. To put that into context, Elvis’ estate was worth £30m last year and only a fraction of this was from licensing deals. Of course, endorsements and one-off fees could well push the figure into the £150- £200m range if the current MJ frenzy continues. “The reason his estate will do so well as a licensing property is because Jackson had both fame and an emotional connection with potential consumers: the core elements of a brand that are essential for a celebrity to become a viable – long term – candidate for licensing.” Blue added: “It is good to see a mix of established licensed brands such as Jamie Oliver, Kate Moss and Katie Price, alongside new talent like Lady GaGa, Emma Watson, Andy Murray and Usain Bolt, and proves that the newcomers all have the potential to create exciting, innovative brands and products in partnership with the licensing industry.” Brand Licensing Europe is the leading event in Europe for the licensing industry, taking place in London on 30 September and 1 October 2009. The event attracts in excess of 4,000 retailers, licensees, manufacturers, distributors and sales promotion agents. Paris Hilton, Marilyn Monroe, Frank Sinatra, Antony Worrall Thompson, Pele, Raymond Blanc and Linda Barker are just a handful of the celebrity licenses being showcased at the event this year. Register free now at www.brandlicensingeurope.com For a list of exhibitors and properties featuring at Brand Licensing Europe, please keep an eye on www.brandlicensingeurope.com. |
