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 live, work, shop, and play has shifted. But while many industries have scrambled to keep up, the licensing world? It’s been right at the heart of the action.

At BrandTrends Group, we’ve had a front-row seat to this transformation. Thanks to our quarterly research across 40+ countries and thousands of brands monitored through our BrandTrends Entertainment division, we’re in a unique position to track real-time consumer behavior, brand sentiment, and emerging licensing trends.

And what we’re seeing isn’t just change—it’s a seismic shift. The rules of licensing are being rewritten. So, what’s driving this evolution? Here are the 15 big trends shaping the licensing industry of tomorrow:

Trend #1. Superheroes are soaring—Again

Superheroes never really left, but they’re going to have a serious renaissance. Whether it’s new cinematic universes or revamped classics, the cape-wearing icons will be back in a big way. From Marvel’s Thunderbolts (May ’25) to the next Superman reboot (July ’25) and DC crossovers like Sonic x Justice League, it’s clear that capes are back in style.

This resurgence is more than nostalgia—it’s reinvention. Through fresh narratives and unexpected mashups, superheroes are reaching a broader, younger, and more global audience than ever.

Trend #2. Anime and K-Pop go global

Once fringe, now front-row: Anime and K-Pop have become cultural juggernauts. Take One Piece, for example. Our latest data shows its super-fan base (those just putting the brand as their #1 favorite) has tripled in 18 months, now topping 100 million fans globally in December 2024.

Streaming made these genres accessible; social media made them viral. The result? Massive licensing opportunities across toys, fashion, and gaming—with authenticity as the key currency.

Trend #3. Nostalgia—With a twist

Reboots aren’t just for comfort—they’re becoming cultural bridges. Brands like Pokémon and Barbie appeal to both Millennials and Gen Alpha, driving cross-generational connections.

Our data reveals rising purchase intent for nostalgic IPs, especially those updated with inclusivity and modern aesthetics. It’s not just remembering the past—it’s reimagining it.

Trend #4. Digital-first IPs take the lead

Today’s hottest brands aren’t born in Hollywood anymore, at least for now—they’re coming from YouTube, TikTok, Twich and Instagram —. Digital creators are turning personal brands into licensing empires, often within months.

These digital-native licenses are nimble, authentic, and directly connected to fans. The challenge for marketers? Keeping up with the pace—and partnering with the right creators before the next wave hits.

Trend #5. The rise of the global influencer

It’s not just content—it’s charisma. For instance, creators like MrBeast are going really global, delivering their videos into 22+ languages and forming cross-border partnerships with local influencers. His recent product launches, including a chocolate line distributed through retail, prove influencers aren’t just personalities—they’re platforms. And MrBeast is not alone anymore!

Licensing with influencers is no longer experimental. It’s essential.

Trend #6. Streaming changes the IP game

Thanks to Netflix and its peers, a Korean drama or European animation can become a global hit overnight. Series like Stranger Things didn’t just break the internet—they redefined what IP expansion looks like.

We now track streaming-born IPs achieving awareness and preference scores on par with traditional media titans. Their secret? Emotional resonance and bingeable storytelling.

Trend #7. Gaming + Licensing = Power combo

With Fortnite, Roblox, and Minecraft dominating attention spans, gaming has become the new frontier for licensing.

Forget mugs and tees—today it’s about in-game skins (we measure te fantastic impact that Nike recorded when providing a skin for Fortnite!), virtual events, and cross-brand fashion drops. As the lines blur between digital and physical, gaming isn’t just a playground. It’s a licensing powerhouse.

Trend #8. Virtual worlds: The new playground

Virtual Reality is no longer sci-fi. It’s kid-tested, parent-approved, and incredibly immersive.

Platforms like Meta Quest and PlayStation VR are making branded digital experiences—from fashion skins to virtual concerts—a must-have. Kids and teens are embracing these interactive spaces, and willing to pay for digital items that reflect their identity and fandom.

Trend #9. Ethics and sustainability lead the way

Today’s consumers—especially Gen Z and parents of young kids—are demanding more from brands.

Our U.S. data shows 45% of parents consider environmental impact when making purchasing decisions. Companies like Mattel are pledging to go fully bio-based by 2030, and gender-inclusive IPs are gaining ground, signaling a shift toward more progressive, purpose-driven branding.

Trend #10. AI: The smartest tool in the room

Licensing is getting a tech upgrade. AI is streamlining everything from trend prediction and contract management to product personalization.

Used right, AI can help brands make faster, smarter decisions—like knowing exactly which IPs to invest in and when. The future of licensing? It’s not just creative. It’s calculated.

Trend #11. Personalization becomes non-negotiable

Today’s consumers crave tailor-made experiences. Whether it’s custom apparel, interactive toys, or on-demand avatars, personalization drives engagement—and sales.

Brands tapping into this trend are seeing stronger fan loyalty and repeat purchase behavior, especially in youth and young adult segments.

Trend #12. Experiences over products

A plush toy is nice. But staying in a SpongeBob-themed hotel room? Unforgettable.

Brands are creating immersive moments that turn consumers into fans and fans into storytellers. Pop-ups, festival activations, and even VR rides are elevating the value of licensed IPs—well beyond physical merchandise.

Trend #13. Kidults are (still) big business

Grown-ups are reclaiming childhood joys—with serious spending power.

BrandTrends’ global Kidult research shows 80% of adults 18–65 are open to buying toys for themselves. Among 18–33 year-olds, that number climbs to 76%, with interest remaining surprisingly high among older adults. And this isn’t just a Western thing—it’s consistent across continents.

From premium LEGO sets to adult-focused fandom collectibles, the kidult space is booming.

Trend #14. The creator economy meets D2C

Merch is no longer just for major studios. Thanks to platforms like Shopify and Patreon, creators can go direct-to-consumer in days, building million-dollar brands with loyal fanbases.

Plus, subscription boxes—tailored by age and interest—are emerging as smart, convenient ways to deepen brand engagement. Services like KiwiCo and Little Passports on toys for instance show how licensing can evolve into an ongoing relationship.

Trend #15. Think global, act local

In today’s global market, one-size-fits-all no longer works. The smartest licensing strategies are hyper-local, adapting visuals, languages, and even product offerings to regional tastes.

Localization isn’t a compromise—it’s a competitive advantage. Our data consistently shows that regionally adapted campaigns outperform global ones in awareness and affinity.

The Bottom Line? We’re in a Licensing renaissance.

What we’re witnessing isn’t just innovation—it’s reinvention. Licensing today is no longer about just slapping a logo on a product. It’s about building meaningful stories, creating unforgettable experiences, and nurturing global communities.

At BrandTrends, our mission is to give you the data and insight to ride these waves—not be swept away by them. With the right mix of creativity, intelligence, and cultural sensitivity, the future of licensing isn’t just bright—it’s bold.

Welcome to the new era of licensing. Are you ready?