Global Licensed Merchandise Sales Rose in 2025
The worldwide licensing industry reached $389.8 billion in sales during 2025, according to new industry data.
Updated on Oct. 6, 2026 in Retail
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Global licensed merchandise sales climbed 5.45% to $389.8 billion throughout 2025. This growth coincided with a robust year for the European sector, where regional sales hit $82.4 billion.
Why it matters
Licensed products represent a significant segment of the global consumer retail market, driven heavily by entertainment intellectual property and toy sales. Understanding these figures provides insight into shifting consumer spending habits across major international markets.
The global licensing industry reached $389.8 billion in 2025, marking a 5.45% growth rate. In Europe, the Character and Entertainment sector remains dominant, accounting for 53.5% of the total $82.4 billion in regional sales.
The players
Brand Licensing Europe
This is a major annual exhibition held in London that serves as a central hub for the international licensing and retail industry.
Circana
This is a data firm that specializes in providing consumer behavior and market performance analytics, including toy sales data.
The details
Licensed toys have become a major driver of retail performance, accounting for 35% of all toy sales across EU5 markets. Digital channels now facilitate 32% of all licensed sales globally, with social media platforms driving 16% of that online volume.
Timeline
Global and European licensing industry data covers the 2025 period.
Licensed toy sales data in EU5 markets spans year-to-date 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 reflects the broader expansion of intellectual property usage in retail, following methodologies standardized by the Global Licensing Industry Study. The sector faces increasing competition as digital platforms continue to capture a larger share of global sales compared to traditional outlets.
Shoppers can expect to see an increased variety of character-based merchandise on store shelves and online, reflecting the industry's continued reliance on licensed entertainment IP. As 32% of sales now occur online, consumers may find more frequent direct-to-consumer promotional campaigns via social media platforms.
The takeaway
The sustained growth of the licensing industry underscores the enduring power of entertainment franchises to drive retail performance. Retailers and consumers alike should anticipate continued integration of social media as a primary engine for product discovery and transaction.
Further reading
Learn more about the latest trends in the Retail sector on our site.
Live Poll
Are you planning to buy more licensed products or branded merchandise for your household this year?
