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Licensing is no longer about logos—it’s about relevance. In this exclusive interview, BrandTrends’ Philippe Guinaudeau and Michela Lioni explain how digital-native parents, value-driven consumers, and immersive experiences are reshaping the future of brand licensing. ...
Gen Z is redefining what it means to connect with entertainment brands—and the licensing industry must evolve to keep up. Backed by BrandTrends’ global data, this article uncovers key gender disparities, content consumption patterns, and ...

By Philippe Guinaudeau & Michela Lioni It’s hard to deny: our world has been flipped upside down over the last few years. From global pandemics to geopolitical upheaval and digital revolutions, everything about how we ...

In a world where entertainment brands dominate headlines, a quieter revolution is underway. Corporate brand licensing is fast becoming a strategic powerhouse—turning trusted household names into lifestyle statements. From automotive eyewear to gourmet kitchenware, companies ...
As China's domestic animation and gaming industries rise, global brands like LEGO and Disney face strong competition from homegrown favorites such as Ne Zha, Boonie Bears, and Honor of Kings. The market is dynamic, gender-inclusive, ...
Italy’s licensing landscape stands apart from the rest of Europe—where fashion-forward parents often favor Gucci over Paw Patrol, and inclusivity is reshaping brand engagement. According to BrandTrends Group's latest insights, Italian children now recognize over ...

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