Excel, London, UK – Brand Licensing Europe (BLE) opened its doors today with new data from Licensing International and Circana showing that the European licensing industry continues to outperform the wider economy, delivering growth ahead of inflation and strong consumer demand across multiple categories.   

This latest data reveals that items using the name, logo, characters or designs of another brand, franchise, or intellectual property rose 3.4% in 2024 taking the value of the European brand licensing market to $79.3 billion. Growth was recorded across both Western Europe (+2.9% to $67.4 billion) and Eastern Europe (+5.9% to $11.9 billion).   

Entertainment remains the largest property type, accounting for 53.9% of European sales, while Corporate Brands accounted for 25.7% of sales during the same period. Stand-out growth areas included Non-Profit (+48.6%) and Fashion (+11.7%).  

Nationally, markets such as France (+4.8%), Germany (+4.4%), Italy (+2.2%) and the UK (+1.7%) all delivered gains, supported by strong performance in categories ranging from Consumer Electronics and Video Games to Sporting Goods and Themed Entertainment.  

Complementing these findings and the strong growth pattern, Circana data launching today highlights the strength of the toy and retail sectors, where licensed sales continue to outpace the wider market. The EU5 (UK, France, Germany, Italy and Spain) toy market grew +7% in 2025, while licensed toy sales doubled that rate at +14%, now representing 31% of total toy sales in Europe – nearly two percentage points higher than in 2024.  

The latest Circana data mirrors the Licensing International findings of growth in licensed sales across every country, but notes particularly standout growth in Spain and Germany, where licensed sales are rising three times faster than the overall toy market. Driving forces across Europe include categories such as Manga/Anime (+77%) and Pro Sports such as Formula One (+62%), alongside licensed movie-linked products such as Minecraft (+63%), Lilo & Stitch (+185%), and Jurassic Park/World (+10%).  

A recent report by License Global spotlighted the brand owners leading the charge. The Top 50 global licensors of 2025 included (in ranked order): The Walt Disney Company ($62bn*), Authentic Brands Group ($32bn), People Inc. – formerly Dotdash Meredith – ($26.7bn), NBCUniversal ($17bn) and Hasbro ($16.1bn).   

Anna Clarke, SVP Licensing for the Global Licensing Group commented: “We are thrilled to open the 26th edition of BLE with such a positive story for our industry. These insights prove that licensing is not only resilient but thriving, consistently outperforming inflation and creating opportunities for brand owners, retailers and manufacturers. This is why the event is THE meeting place for the European licensing industry. It’s where the data we’ve seen from Circana and Licensing International comes to life, informing trends and brand partnerships we’ll see on shelves at retail in 2026 and beyond.”  

“Our latest data demonstrates the strength and adaptability of licensing in even the most uncertain economic climates,” said Maura Regan, President of Licensing International. “Europe is a key engine of this growth, driven by the incredible diversity of properties – from entertainment and fashion to corporate brands and non-profits – that resonate with consumers. And the relationships that are formed and strengthened at events like Brand Licensing Europe are crucial to support the ongoing expansion of the global brand licensing industry.”    

Rory Partis, Director of UK Toys at Circana added: “Licensing’s ability to connect fans with the brands they love is a unique competitive advantage. The toy market is a bellwether for consumer confidence, and the acceleration of licensed toy sales across Europe tells a powerful story. With licensed toys growing at double the rate of the wider market, it’s clear that consumers continue to seek out the characters, stories, and sports brands they love. From anime and pro sports to blockbuster movies, licensing is fuelling engagement and growth across every channel. Our findings underline why licensing remains such a vital driver of retail success.”   

Ruth Henriquez, Head of Licensing, Publishing, and LBE Mattel EMEA said: “Licensing is at the heart of how we build connections with fans and deliver unforgettable brand experiences. The growth highlighted today reflects what we see in our own business – strong consumer demand for storytelling, nostalgia, and innovation brought to life through licensing partnerships. We’re excited for what comes next!”   

Brand Licensing Europe plays host to major entertainment studios, music labels, sports clubs, heritage institutions, cultural institutions and corporate brands, all looking for partners to collaborate with on product lines designed for fans and worth millions. The show runs from 7-9 October 2025 at ExCeL London, bringing together over 2,500 brands ready for license and 11,000 consumer product professionals for three days of deal-making, networking, and trend-spotting.   

About Brand Licensing Europe  
Launched in 1998, Brand Licensing Europe is the only pan-European annual event dedicated to licensing and brand extension. The London event features over 2,500 brands and more than 11,000 licensees, manufacturers, retailers, distributors, and licensing agents. Brand Licensing Europe is a part of the Global Licensing Group at Informa Markets, the licensing industry’s leading trade show organiser and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together.  

About License Global  
License Global, a part of the Global Licensing Group, is the leading publication for the brand licensing industry, delivering award-winning editorial content, including news, trends, analysis and special reports about the global consumer product and retail marketplace. Through its magazine, website, daily e-newsletter, webinars, videos and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Shanghai and the Brand & Licensing Innovation Summit.  

About Global Licensing Group  
The Global Licensing Group at Informa Markets is the licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together. The following events and information products are produced for the licensing industry by the Global Licensing Group at Informa Markets: Licensing Expo, Brand Licensing Europe, Licensing Expo Shanghai, License Global magazine, licenseglobal.com and License Global Daily E-News. Global Licensing Group events are sponsored by Licensing International.    

About Licensing International  
Licensing International is the leading trade organization for the $369+ billion global brand licensing industry. Licensing International’s mission is to foster the growth and expansion of brand licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, more than 1,200 Licensing International member companies in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit www.LicensingInternational.org for more information.  

About Circana  
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.