IMG Licensing
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.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
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.
IMG Licensing firmographics
Firmographics- 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
IMG Licensing industry classification
Industry- 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
Where IMG Licensing is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
IMG Licensing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- 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
IMG Licensing product offering
Product offeringCore 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
Companies that use IMG Licensing
Customer profileSegments3 records
Ideal customer profiles2 records
IMG Licensing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
IMG Licensing partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship and core.
- Sony Pictures TelevisionflagshipMulti-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 LimitedcoreIMG 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 EntertainmentcoreIMG 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 EntertainmentflagshipIMG 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.
- HasbroflagshipIMG 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 AnimationcoreIMG 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.
- STUDIOCANALflagshipThrough 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.
- STUDIOCANALflagshipIMG 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)flagshipMGM 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
IMG Licensing competitors and assessment
Company assessmentDirect 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
IMG Licensing social profiles
Digital presenceIMG Licensing financial estimates
Financial estimateRevenue estimate
Valuation estimate
IMG Licensing leadership team
Management profileNumber of profiles
Profiles1 record
IMG Licensing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IMG Licensing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IMG Licensing
What does IMG Licensing do?
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.
Is IMG Licensing a public or private company?
IMG Licensing is a private company. It is classified as corporate owned and is currently operating.
When was IMG Licensing founded?
IMG Licensing was founded in -1. It employs 1 to 10 people.
Where is IMG Licensing based?
IMG Licensing is headquartered in New York, United States, in the North America region.
How does IMG Licensing make money?
One revenue line is on record: licensing Agency Services.
Who are IMG Licensing's main competitors?
Direct peers on record are The Joester Loria Group, Striker Entertainment, CPLG (WildBrain CPLG), Beanstalk (by Global Icons) and Brand Central. Licensing International is listed as an others. Broad incumbents are Authentic Brands Group, Universal Products & Experiences and Sony Pictures Consumer Products. Rocket Licensing (UK) is listed as a regional player.
Does IMG Licensing have an API?
No public API is recorded for IMG Licensing.
What industry is IMG Licensing in?
IMG Licensing's product category is Brand Licensing Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing, with a secondary code of MPADALAA, Content Licensing (Film/TV, Clips, Stills). Its NAICS code is 7114.