What this is
The royalty rates listed toy companies pay across all their licences: about 14–17% of sales at JAKKS and Funko, and 11–16% of Hasbro’s consumer-products revenue; roughly 5.6–8.7% of retail price.
How it’s built
- Read from annual reports: JAKKS 14–16.5% of net sales (2019–2024); Funko average 15–17.4% (2016–2025); Hasbro royalties 6.9–9.7% of total revenue, or 11.2–15.6% of its consumer-products revenue.
- Convert to retail by halving, taking wholesale as half of retail: JAKKS 7–8.25%, Funko 7.5–8.7%, Hasbro consumer products 5.6–7.8%.
What we assumed
- Wholesale price is about half of retail.A standard industry ratio used throughout the research; the filings do not give it.
- All-licensor averages say something about Pokémon’s rate.No company discloses a Pokémon-specific rate; these are the nearest comparators.
Sanity check
Compare the 5.51–5.56% industry-average yield used elsewhere: the toy companies’ rates sit above it, which is why the research carries both.
Where it comes from
Our calculation from other figures in the trainer’s notes:
Show the working
- Filed rates stitched …
- Funko as printed)
- Retail equivalent = rate x 0.5: 14.0x0.5=7.0, 16.5x0.5=8.25, 15.0x0.5=7.5, 17.4x0.5=8.7, 11.2x0.5=5.6, 15.6x0.5=7.8
- Set a
Where it’s used
- StoryLicensing & merch
- Deep dive · Licensing & merchThe licensees who pay the royalty mostly say nothing
- Chart · Licensing & merchPokémon’s side keeps about 5.5 to 8.7 cents of each dollar spent on licensed goods
- ProfileFunko
- ProfileJAKKS Pacific
- ProfileHasbro / Wizards of the Coast
- ProfileLicensing and merchandise
- ProfileCard distribution channel (distributors, hobby stores, mass retail)
- ProfileSanrio