License Global reveals five licensing trends grabbing kids’ attention worldwide.

License Global

August 28, 2023

2 Min Read
Hasbro City, Mexico, Hasbro
Hasbro City, MexicoHasbro

1. Kid-Focused Live Entertainment

Location-based entertainment continues to make a splash in the world of licensing. In recent months, “Pip and Posy” have travelled across England, Acamar Films has inked a deal to bring “Bing” shows to the Benelux region, a Peppa Pig café opened in China and Hasbro opened Hasbro City in Mexico. While these experiences can be fun for the entire family, they have been created with kids at the forefront.

2. More Accessible Toys

With more visibility surrounding developmental differences in kids, toy brands have begun to make strides toward making the world of toys more accessible. TheSoul Publishing has teamed up with BunMo for a special sensory toy, and LEGO continues to build out its toy therapy program. Clothing brands have also joined the movement, with Thomas & Friends, the National Autistic Society and Character.com creating autism-friendly pajamas to help kids avoid some sensory discomfort.

BunMo x 5-Minute Crafts Stretchy Strings

BunMo x 5-Minute Crafts Stretchy Strings

3. Retailers and Celebrities Enter the Metaverse

Going where the kids are is a great way for companies to build brand awareness. With “Roblox,” “Minecraft” and “Fortnite” continuing to dominate for kids, retailers (Pacsun and H&M), celebrities (Saweetie Halftime Show or Cirque du Soleil), food companies (Oreo) and clothing brands (Burberry, Nike) have all made an appearance on these kid-centric games.

Cirque du Soleil entrance gate on 'Roblox,' Gamefam

Cirque du Soleil entrance gate on 'Roblox,' Gamefam

4. Art and Heritage Brands Moving Toward Kids

It’s easy to think of art and heritage brands as just for adults, but kids can also get in on the action. Earlier this year, Eastpak teamed up with the Van Gogh Museum for a line of luggage, backpacks and more geared toward fans of all ages. London Fog released an outerwear collection for men, women and kids celebrating the National Gallery.

EASTPAK x VAN GOGH MUSEUM, Day Pak’r bag featuring Vincent van Gogh's Sunflowers

Eastpak, Van Gogh Museum, Day Pak’r bag featuring Vincent van Gogh's Sunflowers

5. Online Creators Continue to Grow

Liverpool Football Club teamed with YouTube edutainment star, Blippi, for a new range of apparel and accessories. Creators like Ryan’s World, Love, Diana and more are expanding their licensing presence and raking in consumer coin. Read more about these creators in our pocket.Watch story.

Blippi at Anfield, Liverpool

Blippi at Anfield, Liverpool

This article was also published in the August issue of License Global.

About the Author(s)

License Global

License Global is the leading news source 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 print edition, website, daily e-newsletter 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 Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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