Edward Cullen Most Profitable Film Character of 2010
The Simpsons has been named the most lucrative entertainment licence of all time, boasting global retail sales of more than $8 billion (£5bn).
In a survey of brand licensing professionals, the animated series was rated by 31% of respondents as the best property for generating sales of licensed merchandise, such as clothing, toys, games and books.
Sesame Street came in second with 26%, followed by Looney Tunes in third with 10%.
The Simpsons, which is officially the longest-running primetime comedy in TV history, has more than 400 official licences generating worldwide retail sales in excess of $8bn.
The survey – conducted for next week’s Brand Licensing Europe 2010 event in London – also revealed that 20.8% of respondents rated Harry Potter as the most powerful licensed film character of all time, just edging out Star Wars hero Luke Skywalker (20.6%) and Superman (20.1%).
Some 32% of the licensing professionals felt that Twilight vampire Edward Cullen, played by British actor Robert Pattinson, was the most profitable film character of 2010, followed by Toy Story‘s Buzz Lightyear (27%) and Harry Potter (18%).
The Muppet Show was voted by 35% of respondents to be the TV show most likely to offer the best licensing opportunities should it be revived, ahead of Star Trek (24%) and Friends (7%).
Asked about the most valuable superhero, 33% of respondents placed Spider-Man as the biggest money-spinner, with Superman (31%) in second and Batman (29%) in third.
Despite finishing this year after six seasons, Lost was voted the TV programme with the most licensing growth potential by nearly 30% of those surveyed, ahead of The Sopranos (16%) and Baywatch (12%).
“The licensing power of film and television is phenomenal, so it’s not surprising to see The Simpsons top the survey given the bold and clever nature of their licensing programme,” said Jessica Blue, Brand Licensing Europe 2010 event director.