Brand Licensing Reaches New Heights with $307 Billion in Retail Sales

The Top Global Licensors 2025 whitepaper by License Global reports $307 billion in retail sales of licensed consumer products. The Walt Disney Company tops the list, followed by Authentic Brands Group and Dotdash Meredith. Key factors driving consumer commitment include identity expression, multi-generational bonding, everyday brand moments, and fandom culture. Future trends include a generational shift with Gen Z leading licensed product purchasing and growth in fashion, toys, and games categories.

The licensing industry's resilience and growth have been further highlighted by the latest report from License Global, which reveals that retail sales of licensed consumer products reached $307 billion in 2025. This marks a significant milestone, with a 10% increase from the previous year's total of $280.3 billion [1]. The report, titled "Top Global Licensors 2025," emphasizes the emotional economy of brand licensing, where consumers prioritize meaningful connections, nostalgia, and identity expression.

The Walt Disney Company remains at the top of the list, generating $64.5 billion in retail sales, followed by Authentic Brands Group at $42.3 billion and Dotdash Meredith at $30.7 billion. These brands, along with others such as Warner Bros. Discovery, Hasbro, and The Pokémon Company International, have consistently demonstrated long-term stability and growth potential [1].

Several key factors are driving consumer commitment to these brands. Identity expression, multi-generational bonding, everyday brand moments, and fandom culture are among the primary reasons consumers remain loyal to licensed products. For instance, brands like Pokémon and Sanrio create shared experiences across various demographics, while food and beverage licensing provide accessible touchpoints in daily routines [1].

Looking ahead, the report highlights several future trends. There is an expected generational shift, with Gen Z projected to lead licensed product purchasing in 2025/26, followed by Gen Alpha. Fashion (apparel) is expected to continue its dominance, with 70% of brand owners highlighting it as a key opportunity for licensed consumer goods. Toys and games, as well as food and beverage, are also anticipated to grow significantly [1].

The whitepaper also emphasizes the importance of experience ecosystems and digital transformation. Successful brands will move beyond individual products to create integrated experiences across physical, digital, and hybrid platforms. Brands with agile content strategies on platforms like Roblox, TikTok, and social commerce channels are positioned to lead the next wave of innovation in consumer engagement [1].

License Global's report underscores the enduring power of emotional connections in consumer decision-making, even in the face of economic pressures. This resilience and growth trajectory hint at a far greater level of activity outside the submission base, indicating a robust future for the brand licensing sector.

References:
[1] https://www.morningstar.com/news/accesswire/1054985msn/license-global-unveils-top-global-licensors-2025-whitepaper
[2] https://www.streetinsider.com/ACCESS+Newswire/License+Global+Unveils+Top+Global+Licensors+2025+Whitepaper/25126420.html