Michael Jackson to top celeb licensing charts

Star to be highest earning deceased celeb in 2010, says BLE commissioned survey.
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Michael Jackson's estate is predicted to make more money from licensing and merchandising deals than any other celebrity in 2010.

A survey of almost 1,000 industry experts - commissioned by Brand Licensing Europe ahead of this month's show - found that Jackson will overtake Elvis Presley as the highest earning dead celebrity, while also knocking aside of host of living stars from Hollywood, sport, fashion and music.

The experts - which included brand owners, retailers, manufacturers, promotion and ad agencies - were asked to nominate the three celebrities with the most potential to cash in on licensing and endorsement deals next year.

76 per cent of all respondents chose Jackson, with Real Madrid Cristiano Ronaldo in second place (37 per cent) and pop star Lady GaGa in third (26.8 per cent). Two of the stars of the Harry Potter franchise - Emma Watson (Hermione Granger) and Daniel Radcliffe (Harry Potter) - completed the top five.

David and Victoria Beckham, Lewis Hamilton, Robert Pattinson, Elvis Presley and Britney Spears made up the rest of the top ten.

"It's not surprising Michael Jackson topped our survey," said Jessica Blue, BLE event director. "According to Forbes magazine, music and memorabilia earned the singer's estate £60 million in the six weeks following his death - almost double the £32 million that made Elvis Presley the highest earning deceased celebrity in both 2006 and 2007.

"But this is a mere drop in the ocean compared to what he can make on future licensing deals if his legacy is managed properly. This is a brand that can be applied to multi-category, multi-territory deals."


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