2025 is shaping up to be one of the biggest years of growth for the licensing industry, offering significant opportunities for retailers across vari
2025 is shaping up to be one of the biggest years of growth for the licensing industry, offering significant opportunities for retailers across various sectors. Major entertainment franchises, collectible toys, and new product categories are driving demand for licensed merchandise.
Below is an overview of the key trends and strategies that will affect retail sales in 2025!
Entertainment & Toy Licensing Remains Strong
Disney’s Expanding Universe
Disney merchandise continues to dominate the entertainment licensing space with new campaigns like Power the Force for Star Wars and its growing presence in the market with Spidey and His Amazing Friends. These initiatives help build long-term loyalty among younger consumers while broadening Disney’s appeal across various age groups.
In 2025, Disney is placing a major focus on expanding its toy offerings. Licensed toy sales increased by 8%, driven in part by the popularity of collectible toys. Marvel Universe and Star Wars remain top-selling properties globally.
Marvel’s Domination in Merchandise Continues
In response to the demand for younger-skewing superhero content, Marvel is expanding its merchandise lineup. Following the success of Marvel’s Spidey and His Amazing Friends, Marvel is introducing more characters from the Avengers universe through engaging, age-appropriate storytelling. The accompanying merchandise line will focus on child-friendly products, offering retailers a variety of new opportunities to reach this growing demographic.
Marvel is also enhancing daily engagement with older children through products like LEGO sets, action figures, and apparel. The expansive Marvel brand offers something for every age group, from young children to adult collectors.
Pokémon’s Enduring Popularity
Pokémon remains one of the best-selling brands globally, driving strong sales in toys and collectibles. The brand continues to expand its reach, ensuring a steady flow of merchandise that resonates with both long-time collectors and new fans. Retailers can expect sustained demand for Pokémon-related products in 2025.
Mattel & Hasbro’s Expanding Portfolios
Both Mattel and Hasbro continue to lead with their iconic franchises. Hasbro’s expansion of properties like Transformers, My Little Pony, and Monopoly into both digital and physical markets creates ample opportunities for retailers. Mattel’s relaunch of nostalgic brands will continue to attract both adult collectors and younger fans.
The Fusion of Pop Culture & High Fashion
Hello Kitty’s 50th Anniversary Viral Collaborations
Hello Kitty is celebrating its 50th anniversary with collaborations across fashion and retail sectors. These partnerships combine luxury and nostalgia, appealing to both children and adults. These limited-time collaborations create opportunities to offer unique products that appeal to customers looking to celebrate the global icon’s milestone!
Nostalgia-Driven Product Launches
Products inspired by nostalgia continue to be a powerful trend. Care Bears is also capitalizing on this trend, driving demand for nostalgic items that evoke fond memories of the brand. Crayola’s recent releases such as Crayola Bath Dropz, Tud Doodles and Finger Paint demonstrate the ongoing demand and appeal of nostalgia-driven products.
Retailers can expect strong sales from these types of products, which appeal to today’s creative and sentimental consumers.
Licensed Products Expanding into Everyday Life
Licensed products are increasingly extending beyond traditional categories like toys and apparel. Brands are finding new ways to integrate into daily life through collaborations in categories such as home décor, stationery, food, and beauty products. For example, shows like Bluey are collaborating with various companies to launch limited-edition merchandise. These types of cross-category collaborations are fueling demand and offering new revenue streams for retailers.
Disney is also expanding into lifestyle categories with its new Disney Princess line. This collection includes baby supplies, beauty products, apparel, toys, domestics, backpacks, stationery, and more! Through various partnerships, these products offer fans new ways to engage with their favorite characters while adding functional and fashionable items to their daily routines.
These trending products which blend beloved IPs with functional products, are expected to be a key driver of sales in 2025. Retailers should anticipate continued demand for products that seamlessly integrate into consumers’ everyday routines while tapping into the power of nostalgia and popular franchises.
Original article source: “Special Report: Corporate Licensing is Going Strong,” published by License Global on [March 5, 2025].
Additional article source: “2024: A Year in Licensing” published by License Global on [December 15, 2025].
