Time Warner's Warner Bros. Consumer Products came in fifth with $6 billion, followed by Marvel, which rose to the sixth spot with $5.6 billion.NEW YORK - The Walt Disney Co.'s Disney Consumer Products unit once again ranked as the top licensor in the world in 2010 with $28.6 billion in retail sales of licensed merchandise worldwide, according to an annual ranking by License! Global magazine.
That is up 5.1 percent from $27.2 billion.
The Toy Story franchise, driven by the box office success and merchandise demand for Toy Story 3, was the company's "most dominant property of the year" at retail, generating $2.4 billion in sales, the trade publication said. Disney also believes that Cars 2 could have a similar impact this year, it said.
Disney's figures do not include Marvel Entertainment, which the company now owns, but which were reported separately. Marvel's retail sales of licensed merchandise for 2010 amounted to $5.6 billion, up from $4.9 billion in 2009, and earning the licensor the No. 6 spot in the ranking, up from the eighth spot.
Time Warner's Warner Bros. Consumer Products came in fifth with $6 billion, unchanged in terms of sales, but down one rank, followed by Viacom's Nickelodeon Consumer Products with $5.5 billion in the seventh spot, also unchanged in terms of sales, but down two spots compared with last year.
Other entertainment companies on the list include DreamWorks Animation, which wasn't on the list in 2009, and Lucasfilm, which ranked 14th in 2009, in the 16th and 17th spots, respectively, with around $3 billion in estimated retail sales of licensed product.
Time Warner's Cartoon Network Enterprises, with $2.4 billion (up from $2.1 billion in 2009), landed in the 24th spot (down from 21st), and Twentieth Century Fox Consumer Products ranks 26th (down from 24th last year) with $2 billion (unchanged).
NBCUniversal rose from 41st to 35th with $1.3 billion (up from $1 billion).