The pop star rakes it in selling T-shirts and posters; $10 million more expected in Europe

By Stephen M. Silverman
Updated April 27, 2004 09:00 AM
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Credit: Jive Records

Even before she utters a note, Britney Spears is expected to pocket more than $10 million from the sales of concert souvenirs such as a “Toxic” pink baby-doll shirt and posters during her five-week European concert tour that begins Monday, according to the Hollywood Reporter.

Given her contract, about $5 million of that figure will go directly to the 22-year-old pop princess, says Dell Furano, CEO of Signatures Network Inc., a merchandising and licensing firm that handles Spears products.

During her 25-date Onyx Hotel Tour in North America, Spears’s merchandise sales averaged $150,000-$170,000 a night, according to Furano. Her biggest night was March 8 in L.A., where sales hit a high of $180,000.

All added up, her tie-in merchandise sales have passed the $30-million mark.

“Many times what happens is, as your audience ages, you still can sell tickets and albums, but your merchandise sales will start to decline,” Furano said. “With Britney, as she’s gone to an older audience, her audience is still as passionate about her. Ultimately, merchandise is a reflection of the passion they feel for the artist and the show.”

Furano says that Spears’s target audience has matured since she began concerts in 1999, going from 8-14 (whose parents usually shelled out the dough for the stuff to keep their kids happy) to 16-24 for the current tour. They are also largely female, he says, and notes that Britney also has a strong gay fan base.

“Now there aren’t parents going to the shows, unless they’re just a fan,” Furano said. “It’s late teens and young twentysomethings that are going to the show and are buying the merchandise for themselves because they just think Britney’s cool. This is about a cool factor.”