Maura Regan, president, Licensing International, explains how, in uncertain economic times, licensed merchandise is proving resilient as consumers seek comfort in trusted brands, highlighting the critical role of industry collaboration in delivering products that resonate.

With so many global issues impacting consumers, there are concerns about the economic outlook for the remainder of 2025 because, in times of uncertainty, discretionary spending declines.  

However, data from Licensing International’s Global Licensing Industry Study shows that sales of licensed merchandise and experiences often outpace the overall worldwide retail market. 

This is because beloved brands are a difference-maker when consumers become more cautious about purchasing. Across categories – including entertainment, fashion, food and beverage, location-based entertainment, music, sports and more – an IP that conjures up fond memories is much more likely to appeal to consumers compared to products with no perceived added value. 

It wouldn’t be possible for these products to hit shelves without the entirety of the global brand licensing industry. Brand owners, manufacturers, retailers, agents, designers and more must all come together and collaborate for these items to land in the hands of consumers. This means that now, more than ever, licensing executives worldwide are working around the clock to create products and experiences that will appeal to consumers who are being more thoughtful about their budgets.  

An event like Licensing Expo in Las Vegas is an incredible opportunity to get up close and personal with beloved brands from key regions across the globe. Expo, which will take place this year from May 20-22 at the Mandalay Bay Convention Center, is a must-attend event for those focused on brand licensing and collaborations. 

And, for licensing professionals, our community becomes more important than ever in times of uncertainty. Industry experts from around the world will gather to share insights, strengthen relationships and form new partnerships. 

Licensing Expo is also a time to recognize innovation in our industry. Licensing International’s Global Excellence Awards, which will take place on May 19 at the HyperXArena in the Luxor Hotel & Casino, don’t just celebrate success – they spotlight the teams behind iconic brands and products, elevating industry standards and driving progress.  

The global brand licensing industry is collaborative by nature and a successful launch relies on a network of skilled professionals, including brand owners, licensees, retailers, agents, and more. The Excellence Awards spotlight these professionals, and being recognized with a nomination or winning an award serves as a spotlight that can open doors for future partnerships and new opportunities. 

At a time when consumers are looking to brands for comfort and entertainment, licensors, licensees and retailers must come together to create the products and experiences they need. The characters and stories we love help bolster us in difficult times and the partnerships we forge now will serve as the foundation for the content and consumer products that will carry us through.

Register here for Licensing Expo 2025.