Barbie – Mattel
Barbie continued to captivate global audiences, expanding her influence across fashion, lifestyle, gaming, and more. The brand delivered a robust slate of collaborations and experiences that reinforced its relevance across generations. Barbie’s storytelling evolved across publishing and digital platforms, engaging new audiences and deepening brand connection.
LEGO
LEGO continues to set the global standard for creativity, innovation, and play. Through a powerful combination of iconic products, strategic partnerships, and meaningful storytelling, LEGO engages audiences of all ages while consistently evolving to meet the interests of new generations.
The Monsters – POP MART
Pop Mart’s The Monsters continues to captivate a global audience through bold design, limited-edition drops, and a powerful collector ecosystem. With strong retail performance and cultural momentum, the brand has quickly become a defining player in the toy space.
Squishmallows – Jazwares
Squishmallows has transformed into one of the most dynamic licensing franchises in the global marketplace. Beloved by fans of all ages, the brand’s distinctive characters and emotional connection fuel a best-in-class licensing program that consistently delivers strong retail performance and long-term partner value. Over the past year, Squishmallows accelerated its licensing footprint across apparel, home, stationery, consumables, and emerging categories, including beauty and cosmetics. Breakout programs such as SquishPillow became instant retail successes, selling through at mass retailers nationwide, while marquee partners like McDonald’s and PUMA renewed and expanded their 2025 programs, signaling sustained confidence in the brand’s commercial power. With more than 140 licensees operating in over 60 countries, Squishmallows continues to set the benchmark for global licensing excellence. Recent recognition—including Jazwares named as a Top Global Licensor by License Global—further underscores the strength, scalability, and innovation of the Squishmallows licensing strategy.
