Licensed Merchandise Sales Reached $389.8 Billion in 2025
Global growth in licensed goods gives retailers new opportunities to capture sales through digital channels.
Updated on Oct. 6, 2026 in Retail
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Global licensed merchandise sales climbed 5.45% in 2025 to reach $389.8 billion. The industry trend highlights an increasing consumer appetite for character-driven products across international markets.
Why it matters
The steady growth in licensing reflects a shift in consumer demand toward recognizable intellectual property, impacting inventory strategy for toy retailers and general merchants alike. Operators should note how these assets drive higher engagement, particularly within online sales channels.
The global licensing industry reached $389.8 billion in 2025, a 5.45% increase, while European licensed toy sales grew 20% year-to-date through August 2026. Licensed products now account for 35% of all toy sales across EU5 markets.
The players
Brand Licensing Europe
An industry trade exhibition in London that facilitates connections between intellectual property owners and retail licensees.
The details
Licensed merchandise now relies heavily on digital distribution, with 32% of all sales occurring online and 16% of those online transactions originating from social media platforms. In Europe, the Character and Entertainment segment dominates the market, representing 53.5% of total regional licensing revenue. This concentration of power in character-based IP forces retailers to prioritize inventory management around seasonal entertainment trends to maximize shelf performance.
Timeline
Global and European licensing sales were measured throughout 2025.
Licensed toy sales performance was measured through August 2026.
Brand Licensing Europe opened in London on October 6, 2026.
The Brand Licensing Europe event took place from October 6-8, 2026.
Market Landscape
This growth follows the trends established by the Global Licensing Industry Study, which tracks the transition of consumer spending toward branded intellectual property. The data marks a departure from historical sales patterns by quantifying the growing influence of social media in retail conversion.
Retailers should evaluate their current product mix to ensure alignment with high-performing character and entertainment IPs that currently drive 35% of toy sales. Focus on optimizing social media marketing to capture the 16% of online sales currently derived from social platforms.
The takeaway
The sustained growth in licensed merchandise highlights the commercial power of entertainment IP across global retail markets. Operators should audit their current inventory to measure the penetration of branded goods and monitor the conversion rates of social media referrals against their own baseline.
Further reading
For more on industry shifts, see our coverage of Retail.
Live Poll
Are you planning to buy more licensed products or branded merchandise for your household this year?
