Game of Thrones is the fastest-growing licensed merchandise property for TV network HBO across the globe.
Sales of official products based on the fantasy TV show/novel saga have outpaced Sex and the City and True Blood.
The rate of Game of Thrones product sales growth rose five-fold in 2012 on HBO Shop Europe, compared to 2011.
In Europe specifically, Game of Thrones is the best-selling franchise in terms of merchandise sales on HBO Shop Europe, accounting for 75 per cent of sales in 2012.
The news comes ahead of Season 3 of the Game of Thrones TV show, which begins on March 31st in the US and April 1st in the UK. Season 2 has just hit shelves on DVD and Blu-ray.
Additionally, Game of Thrones' international retail footprint is the fastest-growing of all of the HBO show properties.
The online HBO Shop and retailers provide products to fans in UK, US, Canada, Ireland, France, Germany, Spain, Italy, Belgium and The Netherlands, and other countries across Europe.
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.