The entertainment sector continues to be a dominant force in brand licensing, showing no signs of slowing down as we are well into 2025. According to
The entertainment sector continues to be a dominant force in brand licensing, showing no signs of slowing down as we are well into 2025.
According to License Global’s most recent Top Global Licensors report, the entertainment category—including animation, movies, and gaming—accounted for a staggering $156.5 billion in licensed goods sold at retail in 2022. As consumer interest in blockbuster franchises remains strong, licensing remains a critical revenue stream for many major studios and entertainment companies.
The Power of Blockbusters in Licensing
The last few years have seen some of the highest-grossing films in history, including Barbie, Deadpool & Wolverine, Inside Out 2, Moana 2, and Sonic the Hedgehog 3. These films sparked massive interest in licensed merchandise, with products ranging from toys to apparel and collectibles. The licensed merchandise for these films alone spans multiple categories, highlighting the immense value of blockbuster movies in licensing programs.
This isn’t just about the movie theaters either. With an overwhelming 99% of U.S. households now subscribing to one or more streaming services (according to Forbes), the shift to streaming video has become a pivotal moment for the entertainment industry. As studios have pivoted to focus more streaming series, licensed merchandise has played a significant role in keeping fans connected to their favorite franchises.
Streaming Hits and the Rise of Merchandise
Streaming series continue to gain ground in the licensing world, with shows like Bluey, Baby Shark, and Spidey & His Amazing Friends among others driving significant consumer engagement. The industry has witnessed a shift in focus from traditional TV and film licensing to include highly popular streaming shows, which offer unique merchandising opportunities.
Warner Bros.’ WB100 Campaign: A Creative Mashup
At Warner Bros., the WB100 campaign celebrated the studio’s 100th anniversary, featuring iconic characters from both its Looney Tunes and DC franchises. The mashups were a huge hit, combining Bugs Bunny and Looney Tunes characters dressed as Hogwarts students and DC Super Heroes dressed as The Flintstones. These creative collaborations provided licensees with the chance to exercise their creativity and bring beloved characters to life in new, unexpected ways, captivating fans across generations.
This innovative approach to merchandising not only engaged nostalgic fans but also introduced younger audiences to these iconic franchises, cementing their place in the future of brand licensing.
Bluey: A $2 Billion Juggernaut
Another standout success story in streaming is the Australian preschool series, Bluey. With a valuation of approximately $2 Billion, the show has become a major force in both entertainment and consumer products. Bluey has become the most-watched kids’ show in the U.S. and continues to gain traction worldwide.
The show’s blend of lovable characters and wholesome family values has led to an explosion of merchandise, ranging from toys and books to home goods and apparel.
As Bluey reached its third-season finale in 2024, the brand expanded into even more merchandise opportunities. Bluey rolled out themed playsets that brings the characters into the world of imagination and interactive play.
These products are only the beginning, as the licensing program continues to grow, proving that Bluey has the potential to dominate in kids’ entertainment for years to come.
Hello Kitty: A Timeless Success in Licensing
While streaming continues to be the focus of much of the current growth in licensing, other franchises have maintained their dominance. Sanrio, the company behind Hello Kitty & Friends, reported an impressive 82% rise in profits for H1 2024, with a 44.7% increase in net sales. This success is largely driven by Hello Kitty‘s enduring popularity, especially in the U.S., where sales grew by 141% year-on-year.
As Hello Kitty & Friends continues to expand its influence across consumers of all ages, demand for merchandise is peaking, boosted by new content like the YouTube Series “Hello Kitty and Friends Supercute Adventures.” This has introduced the iconic characters to a whole new generation of fans, expanding the brand’s reach and maintaining its position as the second-highest-grossing media franchise globally.
Exciting New Product Launches
2025 promises even more exciting licensed merchandise as new films and anniversaries sparked fresh consumer demand. For example, Universal Pictures and Amblin Entertainment partnered to release licensed products for the Jurassic World: Rebirth movie, ahead of its theatrical release. The merchandise line, which featured everything from toys to apparel, attracted fans of the iconic dinosaur franchise.
Another highly anticipated release was Disney’s 75th anniversary celebration of the animated classic Cinderella. As part of the festivities, merchandise ranging from coloring books to backpacks and baby supplies launched to celebrate this milestone.
Meanwhile, Warner Bros. Pictures prepared for the release of Superman—the first feature film from DC Studios. Licensed products celebrating the movie, including plush toys, collectibles, playing cards, and watches, hit the market in anticipation of the film’s release.
For fans of Moana 2, buzz surrounds the blockbuster’s official merchandise rolled out. Fans could expect exclusive items bringing beloved characters to life, tapping into the emotional connection with the beloved franchise.
Conclusion: The Future of Streaming and Entertainment Licensing
As we move further into 2025, streaming series continue to play an even greater role in the entertainment licensing space. From the nostalgic creativity seen in Warner Bros.’ WB100 campaign to the explosive growth of kids’ shows like Bluey, streaming IP is no longer just about the show—it’s about extending that experience through innovative and fan-driven merchandise.
With streaming platforms reaching more viewers than ever before, licensing opportunities are flourishing as never before. As the entertainment landscape continues to evolve, brand collaborations will keep driving engagement, offering businesses the chance to keep their retail inventory fresh, relevant, and connected to fans across the globe.
Original article source: “Special Report: Movie and Streaming Brand Licensing Trends,” published by License Global on [May 27, 2024].
Additional article source: “Special Report: Movie and Streaming Brand Licensing Trends,” published by License Global on [May 27, 2024].
