At the crossroads of culture, tech, and consumer values
What do a superhero reboot, a Korean drama, and a Japanese anime have in common?
They’re not just cultural phenomena—they’re billion-dollar licensing powerhouses.
Five years ago, licensing was a different game. You slapped a logo on a toy and hoped it sold. Today? You build immersive ecosystems, emotionally charged narratives, and hyper-localized brand stories. From Shanghai to Sydney, Milan to Marseille, consumers aren’t just buying—they’re belonging.
At BrandTrends Group, we’re not guessing—we’re measuring. With 11,500 brands tracked across 42 countries and over 200,000 interviews every year, we see the future in numbers and nuance. And what we’re seeing is nothing short of a renaissance.
Q: Philippe, your latest article calls this moment a ‘licensing renaissance.’ What exactly is changing—and why now?
Philippe Guinaudeau (CEO, BrandTrends Group):
Because the foundational assumptions have shifted. For decades, licensing operated on the idea that visibility equals value. That’s no longer enough. Today’s consumers are rewriting the rules. We’re seeing a global transformation in behavior: people are not just buying brands—they’re emotionally investing in them. Licensing is evolving from transactional branding into the orchestration of experiences, purpose, and community. This is why I call it a renaissance—because it’s not just a rebirth, it’s a redefinition.
We’re entering a new era where cultural fluency, emotional resonance, and ethical alignment define brand equity. In our data from over 50 countries, we see the same patterns: consumers are choosing brands that reflect their values, their identities, and their vision for the world. Licensing, as a cross-sector engine, is perfectly positioned to respond to this shift—but only if it adapts.
Q: Michela, you say licensing sits at the crossroads of culture, commerce, and change. What makes it such a responsive space?
Michela Lioni (Business Development Manager):
Because licensing doesn’t belong to just one industry—it lives across all of them. It touches how we eat, play, dress, learn, relax. That gives it unique agility. And with disruptive forces like generative AI, climate urgency, and new media ecosystems accelerating change, licensing becomes a powerful tool for adaptation and innovation.
But that also means the pressure is high. Licensors, licensees, and retailers alike are navigating a more complex landscape. Consumers are hyper-informed, brand loyalty is volatile, and values-based decision-making is growing. You can’t rely on nostalgic IP alone or assume shelf space will guarantee success. Today, licensing is about building a shared story with your audience—something authentic, fluid, and participatory.
Q: How are younger generations—especially digital-native parents—reshaping the licensing market?
Philippe:
We’re witnessing a profound generational pivot. These parents are the first to have grown up fully immersed in digital culture. They’re fluent in platforms, in content creation, in interactivity. But perhaps more importantly—they are value-driven. Issues like sustainability, inclusivity, gender equality, and mental health are not optional for them. They expect the brands they support to lead with purpose, not just polish.
This redefines what it means to be a ‘strong’ brand. Equity now comes from alignment with lifestyle and belief systems. For example, a brand that demonstrates ecological responsibility or promotes emotional intelligence in children will outperform flashier competitors that don’t. Licensing must become an extension of those values—because consumers are watching, and they’re choosing accordingly.
Michela:
And it impacts how and where they spend. Ownership is being replaced by access. We’re seeing growth in experience-based consumption—subscriptions, digital content bundles, learning platforms, co-play environments. Physical products still matter, but only when they carry emotional weight or social relevance. A simple plastic toy without a story or mission is no longer compelling. It’s this emotional economy that licensors and retailers need to adapt to.
Q: That’s a dramatic shift from traditional merchandising. So what does success look like in this new paradigm?
Philippe:
Success today is measured by connection, not just conversion. The most powerful brands don’t just sell—they become part of the consumer’s identity. Whether that means an animated brand inspiring environmental stewardship or a video game IP creating intergenerational bonding moments, relevance is the currency.
Our research shows that the most resilient properties are those that can move seamlessly across physical and digital worlds, while staying consistent in values. They co-exist on screens, in retail, in education, and in family rituals. That’s brand equity in 2025: multi-dimensional, value-anchored, and community-powered.
Q: Michela, what are the key challenges licensors, licensees, and retailers must overcome to succeed in this environment?
Michela:
Three things come to mind immediately.
- Understanding real audience motivations. You can no longer assume what worked five years ago will resonate today. Consumer insight must be continuous and deep—not just in demographics, but in psychographics and emotional triggers. That’s why the work we do at BrandTrends, tracking brand sentiment across generations, is so essential.
- Operational agility. The pace of change is relentless. From AI-generated content to fast-moving social movements, the licensing ecosystem needs to respond quickly without sacrificing authenticity. That means better collaboration between licensors and licensees, more data-informed decision-making, and flexibility in go-to-market strategies.
- Purpose alignment. Aesthetics are not enough. A licensed product must serve a purpose—whether it’s sparking imagination, teaching empathy, or supporting sustainability. Brands that fail to deliver meaning will be replaced by those that do.
Q: If you each had one piece of advice for licensing professionals heading into 2026, what would it be?
Michela:
Think like your audience. Don’t just ask what they want—ask who they want to become. Licensing success comes from helping people live their values. That might mean rethinking your partnerships, your product formats, even your storytelling. Build bridges, not just SKUs.
Philippe:
Be bold—but be grounded. The biggest mistake today is to chase trends without anchoring them in strategy. Licensing is not about chasing hype—it’s about shaping relevance. Use your brand to lead the conversation on what matters most: sustainability, digital wellness, equity, imagination. The brands that do this with consistency and integrity will not just survive—they’ll define the next era.
And remember—sales follow popularity, and popularity is built on brand affinity, trust, and loyalty. These emotional pillars are what truly move the market. At BrandTrends, we track them continuously across thousands of brands and markets worldwide, giving us a front-row seat to emerging shifts in consumer behavior.
In a world full of noise, the brands that win are the ones that mean something and are authentic to the consumers.
