By this time of year, the office is flooded with samples. Anime merchandise of all shapes n sizes. For anime licenses, the license holder typically gets 5% royalty of the unit price. I heard yesterday that the most expensive license in the world is the Star Wars license at 18% @.@
One of the trends I'm noticing with my clients is that they are coming out with their own original characters which gives them freedom to make what they want. Take Max Factory for example coming out with their own eroge Sekirara.