IMG Licensing

What IMG Licensing does

IMG Licensing (legal entity IMG Worldwide, LLC) is the global product and brand licensing division of WME Group, the diversified entertainment and sports conglomerate that also houses WME, UFC, and WWE. The company operates as a full-service intermediary licensing agency, identifying, creating, and cultivating IP opportunities for brand owners — extending properties into untapped product categories, geographies, and consumer segments. Its service stack spans licensing strategy, brand management, sales outreach, creative services, and legal and financial expertise, delivered through a network of more than 25 offices across 5 continents.

The licensed brand portfolio is unusually deep and skewed toward mega-franchise IP: entertainment properties (Breaking Bad, UFC, Talking Tom & Friends, The Housemaid, Care Bears, Jurassic World, Gabby's Dollhouse, Rambo, Evil Dead), media brands (Cosmopolitan, Cosmopolitan), games/lifestyle (Monopoly, Nerf, Tokidoki), and the MGM library (4,000+ films and 17,000+ TV episodes). Marquee mandates include Sony Pictures Television's Breaking Bad franchise — the first time SPT has appointed an external licensing agency for the property — and territory-locked deals in MENA covering Jurassic World, Monopoly, and Gabby's Dollhouse. Recent strategic direction includes expansion of Rambo and Evil Dead into location-based entertainment, immersive experiences, and themed attractions.

The business model is agency-based and B2B, generating revenue through licensing agency fees and royalties on programs executed for brand owners and delivered to licensees (manufacturers, retailers, and experiential operators). The go-to-market is sales-led via direct relationships rather than broad consumer marketing. Pricing is bespoke and not publicly disclosed. Customer concentration spans many enterprise brand owners but lacks disclosed revenue split, while the operating geographies explicitly cover the Americas, Europe, Asia-Pacific, South Asia, and MENA through the office network.

Name

IMG Licensing

Legal name

IMG Worldwide, LLC

Website

https://imglicensing.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

IMG Licensing (IMG Worldwide, LLC) is the global brand licensing arm of WME Group, operating 25+ offices across 5 continents as a full-service agency that monetizes enterprise IP — including UFC, MGM, Breaking Bad, Jurassic World, and Monopoly — for brand owners through licensing strategy, sales, and royalty management.

Ownership category

akta.pro rank

Product category

Brand Licensing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Merchandising, Character & Brand Licensing (MPADALAF)

akta.pro secondary industries

Content Licensing (Film/TV, Clips, Stills) (MPADALAA), Luxury Licensing & Brand Management (CRAKAFAL), Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH)

Keywords

• Brand licensing services
• Intellectual property licensing
• Brand management agency
• Licensing strategy consulting
• Consumer product licensing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Licensing Agency Services: IMG Licensing operates as an intermediary agency that identifies, creates and cultivates innovative IP opportunities for leading brands, leveraging brand equity to maximize value across untapped categories and customers. Revenue is generated through agency fees and royalties from brand licensing programs across various consumer product categories.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

IMG Licensing operates as a full-service global brand licensing agency that identifies, creates and cultivates innovative IP opportunities for leading brands of all sizes. The firm leverages brand equity to maximize value across untapped categories and customers by providing licensing strategy, brand management, sales, creative services, and legal and financial expertise. It represents a portfolio of entertainment, sports, media, and lifestyle brands (such as Breaking Bad, UFC, Talking Tom & Friends, Jurassic World, Monopoly, MGM, and Cosmopolitan) and connects them with licensees across consumer products, apparel, collectibles, food and beverage, home décor, publishing, and experiential activations worldwide.

Product overview

IMG Licensing is a global product and branding licensing agency operating within WME Group with offices in 25+ countries across 5 continents. The company offers a comprehensive suite of licensing services including licensing strategy, brand management, sales, creative services, and legal and financial expertise. Their licensed brand portfolio spans entertainment franchises (Breaking Bad, UFC, Talking Tom & Friends, The Housemaid, Care Bears, Jurassic World, Monopoly, Evil Dead, Rambo, MGM, Gabby's Dollhouse), media properties (Cosmopolitan), and action brands (Nerf, Tokidoki). IMG Licensing works with brand owners to develop licensing programs that extend brands into consumer products, collectibles, apparel, home goods, food and beverage, and experiential activations through a global network of licensees and retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Licensing Agency Services Full-service global brand licensing agency identifying, creating and cultivating innovative IP opportunities for leading brands of all sizes. Covers licensing strategy, business development, and ongoing program management for brand owners and licensees across consumer product categories and geographies.

Quantifiable outcome

• Care Bears named #3 Top New Licensee Signed by License Global Magazine in 2023

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered flagship and core.

• Sony Pictures TelevisionflagshipStrategic or Co-development Partner · 26 June 2026Multi-year collaboration to develop a comprehensive global licensing program for the Breaking Bad franchise, including Breaking Bad (2008-2013), Better Call Saul (2015-2022), and El Camino (2019). IMG Licensing will work with SPT and creator Vince Gilligan to identify strategic partners across premium apparel, collectibles, food and beverage, home décor, travel, publishing, and experiential activations. This marks the first time SPT has appointed an external licensing agency for this franchise.
• Outfit7 LimitedcoreChannel Partner/ Reseller/ DistributorIMG Licensing represents Talking Tom & Friends franchise globally. The multi-platform entertainment franchise developed by Outfit7 has games downloaded over 27 billion times with 470 million active players monthly and video content exceeding 122 billion views.
• Lions Gate EntertainmentcoreChannel Partner/ Reseller/ DistributorIMG Licensing manages licensing for The Housemaid film franchise produced by Todd Lieberman and Paul Feig, starring Sydney Sweeney, Amanda Seyfried, and Brandon Sklenar. Sequel 'The Housemaid's Secret' already in development.
• Universal Pictures and Amblin EntertainmentflagshipChannel Partner/ Reseller/ DistributorIMG represents Universal Brand Development for Jurassic World in MENA territories (Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, Yemen). The $6.6+ billion film series franchise offers licensing opportunities for consumer products and book publishing.
• HasbroflagshipChannel Partner/ Reseller/ DistributorIMG represents Hasbro's Monopoly for MENA territories (Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, Yemen) for consumer products and book publishing licensing. Monopoly is played by over 1 billion people in 144+ countries.
• DreamWorks AnimationcoreChannel Partner/ Reseller/ DistributorIMG represents DreamWorks Gabby's Dollhouse for MENA territories (Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, Yemen) for consumer products and book publishing licensing. The preschool play experience brings together kids' love of unboxing videos, cats, miniatures, and dollhouse play.
• STUDIOCANALflagshipStrategic or Co-development PartnerThrough global partnership with STUDIOCANAL, IMG Licensing expands Rambo into location-based entertainment and experiential sectors. Rambo franchise (RAMBO I, II, and III) features over 40 years of global brand equity with iconic imagery including the red headband and compound bow. IMG collaborates with world-class developers for themed attractions, exhibitions, and premium consumer collaborations.
• STUDIOCANALflagshipStrategic or Co-development PartnerIMG Licensing represents STUDIOCANAL's Evil Dead franchise to orchestrate high-impact commercial extensions including immersive real-world experiences, haunted pop-ups, themed escape rooms, and premium consumer products. The horror-comedy franchise balances supernatural terror with slapstick dark humor and features legendary protagonist Ash Williams with over 40 years of multi-generational fan loyalty.
• MGM (Metro Goldwyn Mayer)flagshipChannel Partner/ Reseller/ DistributorMGM has more than 4,000 films and 17,000 television episodes in their archive - the largest modern film library. They've won 182 Academy Awards, 12 Best Pictures Oscars, 150 Golden Globe, and 90 Emmy Awards. Top franchises include Legally Blonde, Pink Panther, Robocop, The Addams Family, Stargate, Rocky, and newer breakout hit Wednesday. IMG offers licensing opportunities in apparel, collectibles, novelties, sports products, games, and toys.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Joester Loria Group: Licensing and brand management agency representing entertainment and corporate brands in consumer products. Comparable to IMG as a boutique-to-mid-sized full-service licensing agency focused on entertainment IP monetization.
• Striker Entertainment: Licensing agency specializing in entertainment and pop-culture IP across consumer products, publishing, and digital. Comparable to IMG as a direct competitor pitching studios on licensing representation mandates.
• CPLG (WildBrain CPLG): One of the world's largest dedicated brand licensing agencies representing studios, publishers, and sports leagues across Europe, the Middle East, and globally. Closest direct competitor to IMG Licensing in the entertainment-IP agency space, often competing head-to-head for major studio mandates.
• Beanstalk (by Global Icons): A global brand licensing agency representing major entertainment, sports, and lifestyle brands across consumer product categories. Directly comparable as a full-service licensing agency competing for the same studio, publisher, and corporate licensor mandates as IMG Licensing.
• Brand Central: Global brand licensing agency representing entertainment, sports, and lifestyle properties across consumer products and experiences. Comparable as a full-service licensing agency competing for similar studio and corporate licensor mandates.

Others

• Licensing International: The global trade association for the brand licensing industry. Relevant as the industry body under which IMG competes for recognition (e.g., License Global Magazine rankings) but is not a commercial peer — included to contextualize IMG's competitive awards positioning.

Broad incumbents

• Authentic Brands Group: Large brand management platform that owns and licenses a portfolio of iconic consumer brands across apparel, home, and entertainment. Comparable in that it monetizes IP through licensing, but operates as an IP owner rather than a pure agency intermediary like IMG.
• Universal Products & Experiences: In-house licensing and consumer products division of Universal that owns monetization for properties like Jurassic World. Comparable as the in-house counterpart to IMG's MENA-territory agency role and the broader studio licensing model IMG serves.
• Sony Pictures Consumer Products: In-house licensing division of Sony Pictures handling consumer products, games, and promotions. Relevant as the in-house counterpart that IMG Licensing is now supplementing on Breaking Bad — illustrating the broader competitive landscape IMG operates in.

Regional players

• Rocket Licensing (UK): UK-based brand licensing agency representing entertainment and lifestyle brands primarily across UK and European markets. Comparable as a regional licensing agency with overlapping IP categories but limited direct competition in IMG's primary markets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/img-licensing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IMG Licensing