License Global looks through 2023 to see which brands will be celebrating anniversaries and what that could mean for the licensing industry.

Ian Hart, Senior Digital Editor U.K. & EMEA

February 7, 2023

12 Min Read

100-year anniversaries

Two iconic studios, Disney andWarner Bros., were both founded in 1923 and will be celebrating their centenary year in 2023, along with several other historic brands. 

Disney 100th anniversary 2023

Founded as the Disney Brothers Studio on Oct. 16, 1923, by brothers Walt and Roy O. Disney. The Walt Disney Company’s products and retail experiences span across its iconic brands, such asDisney, Pixar, Marvel, Star Wars, ESPN, Twentieth Century and National Geographic, all of which are delivered through channels including the shopDisney e-commerce platform, as well as at Disney Parks, local and mass-market retailers and Disney stores globally.

In October, it began its “100 Years of Wonder” celebrations with a star-studded event in London, where it announced a series of experiences, exhibitions and concerts to celebrate its centenary year. These include:

  • Disney100: The Concert

  • Disney100: The Exhibition

  • Wonder of Friendship – The Experience

  • The Wonder of Play

  • New products, merchandise and collaborations

Two of Disney’s brands, National Geographic and Marvel Studios are also celebrating anniversaries in 2023.

Founded on Jan. 13, 1888, as a scholarly journal, National Geographic celebrates its 135th anniversary. Now a popular magazine, The Walt Disney Company has held controlling interest in the company since 2019.

Television production company Marvel Studioswas founded on Dec. 7, 1993,as Marvel Enterprises and is set to turn30. It is a subsidiary of Walt Disney Studios, a division of the Walt Disney Company. Marvel Studios produces the Marvel Cinematic Universe films and series, based on characters that appear in Marvel Comics publications.

In 2022, the Walt Disney Company was ranked top of License Global's annual report, The Top Global Licensors.

Warner Bros. 100th anniversary 2023

Warner Bros.was founded by four brothers, Harry, Albert, Sam and Jack Warner, as Warner Brothers Classics of the Screen on Apr. 4, 1923.Warner Bros. Entertainment Inc. is the flagship subsidiary of the newly formed Warner Bros. Discovery, which consists of nine business units, including DC Entertainment and CNN. In October, Warner Bros. Discovery announced the merging of Cartoon Network Studios with sister studio Warner Bros. Animation.

Warnermedia/Warner Bros. Consumer Products, which is encompassed by Warner Bros. Discovery Global Brands and Experiences,was listed fourth in License Global’s Top Global Licensors in 2022.Warner Bros. Discovery Global Brands and Experiencesgrows consumer relationships across franchises such as “Harry Potter,”“Friends,”“Game of Thrones,”“Wonder Woman,”“Batman,”“Superman,”“Rick and Morty” and more.

Earlier in 2022, Warner Bros. unveiled a centenary logo, highlighting its ‘100 years of storytelling.’ It intends to rollout a host of fan-focused activities, including commemorative product launches, relaunches of classic movies in theaters, special content releases, consumer live events, exclusive merchandise, collabs and mashups.

The world’s oldest endurance race,24 Hours of Le Mans, will celebrate its centenary race on June 10 and 11, 2023. The race was first run May 26 and 27, 1923, through public roads around Le Mans, France.

Race organizer, the Automobile Club de l’Ouest (ACO) has partnered with the Monnaie de Paris, the institution responsible for producing France’s coins, to create a unique centenary trophy for the winner of the race. 

Along with the Indianapolis 500 and the Monaco Grand Prix, the event represents one leg of the Triple Crown of Motorsport.

ACO renewed its global partnership with IMG for 24 Hours of Le Mans licensing representation through 2024.

License Global spoke with Sandrine Weyders, François Brindeau and Paul Jouvet from ACO to discuss 24 Hours of Le Mans’ licensing plans for the centenary race.

The Kraft Heinz Company, as it’s now known, originated as Kraft Foods in December 1923 and is now one of the largest food and beverage companies in the world, with global brands such as Heinz, Velveeta, Oscar Mayer, Capri-Sun, Maxwell House and Philadelphia. 

In the last 12 months, the Kraft Heinz company has launched a card collection with Moonpig, teamedup with Popbar for hot dog-flavored frozen treats and partnered with Hilco on a new candyline.

75-99-year anniversaries

Transport for London

The London Underground map marks its 90th anniversary in 2023. Designed by Harry Beck in 1933, the unique design of iconic map is recognized worldwide, opting for neat, colorful lines, rather than geographical accuracy, like traditional maps.

Jan. 10marked 160 years since the network itself opened. The line between Paddington and Farringdon used gas-lit wooden carriages hauled by steam locomotives and became the world's first underground railway.

TfL has a busy year in 2022, with collaborations with the likes of Arsenal Football Club, Kurt Geiger, Erve and London Sock Exchange. Having announced in October that itsbrand licensing and development agency is up for tender, more details are expected soon regarding anniversary collaborations. 


Anthology comic magazine, Beano, was created by publishing company DC Thomson, with its first issue being published 85 years ago, on July 30, 1938. Beano has created characters that have stood the test of time. It is represented by Rocket Licensing, which says Beano has 91% brand recognition amongst adults in the U.K. 

Rocket is preparing a celebratory range of consumer products to mark the milestone.


Athletic and casual footwear, apparel and accessories brand PUMAwill be 75 in 2023. The brand is set to highlight its classic footwear styles, including the PUMA Suede, Clyde, Riders and Slip Streams, through dedicated content and events. 

PUMA was amongst License Global’s Leading Licensees in 2022.

Laura Ashley

“We have big plans for Laura Ashley in its 70th year, from partnering with Britain’s best loved brands to stepping further into the fashion sphere with multiple collaborations,” says Carolyn D’Angelo, managing director, Gordon Brothers Brands, president, Laura Ashley Global. “We’re also expanding our global store portfolio with openings planned in Japan and Korea. Our ambitious targets will see the brand continue to grow in the U.K. and beyond.”

The anniversary product collection and exclusive collaborations will carry the brand’s anniversary stamp, which celebrates 70 years of heritage. The design features the bramble that is recognizable from the early brand logo, developed by Laura Ashley herself and her love for wildflowers and British hedgerows.

With a renewed focus on interior decorating, the brand will expand its tile collection with The Tile Shop and offer a newly released fabric collection to trade showrooms through Egg & Dart. A resurgence in wallpaper sales is credited for the recent launch of a coordinated Laura Ashley Paint Collection.

The brand will celebrate seven decades with new seasonal ranges across all categories as well as limited edition products including an heirloom inspired quilt, keepsake infant blanket and a toddler dress for girls. The anniversary product collection will carry the brand’s anniversary stamp, which celebrates 70 years of heritage. The design features the iconic bramble that is recognizable from the early brand logo, developed by Laura Ashley herself and her love for wildflowers and British hedgerows.


Men's lifestyle and entertainment magazine, formerly in print and currently online, Playboy was first published 70 years ago, in 1953. 

“Doctor Who,” BBC Studios

First aired on Nov. 23, 1963, the iconic Doctor turns 60 in 2023. In 2021, BBC Studios, the distributor and licensing agent for the action-adventure series “Doctor Who,” partnered with Beeline Creative, Hallmark and Rittenhouse to bring brand new collectibles to fans in the U.S.In September’s issue of License Global, Alastair Smith, senior publicist, children’s & global comms lead, BBC Studios didn’t give much away about plans for the anniversary celebrations, which have been kept relatively under wraps, but it has been revealed that actors David Tennant and Catherine Tate will be returning in some capacity.

51-74-year anniversaries


50th anniversaries

‘The Rocky Horror Show’

In 1973, “The Rocky Horror Show” debuted at the Royal Court Theatre in London. Ahead its 50th anniversary, Golden Goose has been appointed to develop an international licensing program.

New licensees and new international agency representatives have signed up in advance of the musical’s milestone, include dress up (Smiffy’s), illustrated comic books (Dark Horse) and categories in development include apparel, figurines, pinball and slot machines.

Van Gogh Museum

The Van Gogh Museum in Amsterdam, Netherlands, first welcomed visitors on June 2, 1973. Ever since, the museum has been inspiring people with the works of Vincent van Gogh and his contemporaries. The 50th anniversary program includes three special exhibitions at the museum and a birthday party on Museumplein in Amsterdam on June 2, 2023.

In September, Marijn Veraart, head, global partnerships and licensing, Van Gogh Museum, spoke to License Global about the museum’s plans to mark the milestone. “We have new artwork specially developed for the 50th anniversary which we will showcase and would love to meet new companies to celebrate this with us with a limited-edition product line or assortment. Like we do with our existing partners. We want to really celebrate our 50th anniversary together and everything that comes with it.”


August 1973 marks the origins of Hip-Hop, and an entire culture that has moved the world for 50 years. As part of the worldwide celebration for this cultural milestone, Legends Recordings announced the launch of The Official 50th Anniversary of Hip-Hop licensing program.

Led by The Brand Liaison, The 50th Anniverary of Hip-Hop international licensing will include merchandise, concerts and music festivals, including an appearance at the Licensing Expo 2022 opening night party in Las Vegas. The Brand Liaison has already announced the first wave of apparel and accessories licensing deals celebrating the milestone.

In addition, Legends Recordings has teamed up with nonprofit organization, Beats Rhymes & Relief, tocreate a hip-hop community fund, with the goal of raising $250 million.

25-49-year anniversaries

“Return of the Jedi”,LucasFilms

The third installment of the original “Star Wars” trilogy, “Return of the Jedi,” was released 40 years ago, on May 25, 1983. It is now the sixth chronological film in the ‘Skywalker Saga’ in a franchise that stretches to nine movies and has taken over £10billion worldwide, only surpassed by the Marvel Cinematic Universe franchise. 

A range of consumer products, produced by Hasbro under license from Lucasfilm Ltd, are already on sale, with more sure to follow …

‘Jurassic Park’, Universal

June 9, 2023, will mark 30 years since the first installment of NBCUniversal’sJurassic Park” franchise hit the big screen, it’s U.S premiere following two days later. The fifth movie, “Jurassic World Dominion,” released this summer was the final installment in Universal Pictures and Amblin Entertainment’s “Jurassic World” trilogy. Naturally, it was accompanied by the launch of the largest global licensing program in the history of the franchise. The franchise as a whole sits 11th on the all-time movie franchise list, taking more than $6billion at the worldwide box office.

In June, License Global explored how “Jurassic World Dominion” and “Top Gun: Maverick” could signal the on-going appetite for consumer products stemming from mega-franchise films. We also spoke exclusively to Universal Products & Experiences (UP&E) to go behind the scenes of the world’s definitive dinosaur brand.

In that interview, Vince Klaseus, president, Universal Products and Experiences (UP&E), NBCUniversal, said plans were in place to ‘celebrating the film’s 30th anniversary in a big way next year, capitalizing on the nostalgia.’

‘Power Rangers’, Hasbro

Produced by Toei Company, the first episode of “Mighty MorphinPower Rangers,” debuted 30 years ago, on Aug. 28, 1993. The brand catapulted into popular culture with a line of action figures and other toys by Bandai. By 2001, the media franchise had generated over $6 billion in toy sales.

A Hasbro fan stream last year revealed the likes of the Dino Fury cast, as well as Yost and Jones, Johnny Yong Bosch, Steve Cardenas, Karan Ashley and Catherine Sutherland will be returning for the 30th anniversary.

1-24-year anniversaries

‘Paw Patrol,’ Paramount

Spin Master Entertainment has announced a series of new “Paw Patrol” specials to mark its 10th anniversary, while a spin off featuring pup Rubble, entitled “Rubble and Crew,” is also set to premiere in 2023. On the big screen, Nickelodeon and Paramount have announced plans a movie sequel, “PAW Patrol: The Mighty Movie,” which is due for release in October. The original movie took more than $144 million at the box office and, according to BrandTrends, “Paw Patrol” is the firth most popular license for children aged 0-14.

Do you have a brand or IP that has an anniversary in 2023? Let us know by dropping an email to[email protected].

Below is a list of all of the 2023 anniversaries, by category. Is your brand missing? Let us know…

Corporate brand anniversaries  2023

Aston Martin – 110

Blaupunkt – 99

Ford – 100

Harley Davidson – 120

Honda – 75

Nielsen– 100

Entertainment brands and pop culture anniversaries  2023

Hip-Hop – 50

Marvel Studios – 30

Sony Pictures – 25

Tetris – 40

The Smurfs – 65

The Walt Disney Company – 100

Warner Bros. – 100

Fashion and apparel brand anniversaries 2023

Tommy Bahama –30

Food and beverage brand anniversaries 2023

Kellogg's – 60

Kraft – 100

Morton Salt – 175

Nerds – 40

Nesquik – 75

Peeps – 70

Pepsi – 130

SweetTarts / Ferrero – 60

Game anniversaries 2023

"Bomberman World" – 25

"Call of Duty" – 20

"Donkey Kong 3" – 40

"DOOM" – 30

"Grand Theft Auto V" – 10

"Half-Life" – 25

"Mario Bros." – 40

"Metal Gear Solid" – 25

"NBA Jam" – 30

"SimCity 4" – 20

“Space Invaders" – 45

"Spyro the Dragon" – 25

"Star Fox" – 30

"Super Mario Bros. 3" – 35

"The Last of Us" – 10

"The Legend of Zelda: Ocarina of Time" – 25

"Tomb Raider: The Angel of Darkness" – 20

Heritage brand anniversaries 2023

Art Ask Agency – 10

Harvard – 115

Laura Ashley – 70

London Underground (TfL) – 160

London Underground Tube Map (TfL) – 90

Van Gogh Museum – 50

Literature brand anniversaries  2023

National Geographic – 135

Beano– 85

"Flower Fairies", Penguin Ventures – 100

Horrible Histories, Scholastic Corporation– 30

Playboy – 70

TIME – 100

Movie and Television brand anniversaries 2023

“Doctor Who,” BBC Studios – 60

"Jurassic Park," Universal – 30

"Paw Patrol," Paramount – 10

"Power Rangers," Hasbro – 30

“Return of the Jedi,” LucasFilms– 40

The Rocky Horror Show– 50

"Sarah & Duck", Karrot Animation – 10

"Scarface", Universal– 40

"Simon's Cat" – 15

"The Big Lebowski," Universal– 35

"The Wombles" – 50

"Wallace & Gromit: The Wrong Trousers"; Aardman – 30

Luxury brand anniversaries  2023

Swatch– 40

Versace – 45

Sports brand anniversaries 2023

24 Hours of Le Mans – 100



Toys and Games brand anniversaries 2023

8th Wonder – 25

Baby Annabell; Zapf Creation – 25

Canal Toys – 5

Clementoni – 60

Commotion Ltd – 40

Curious Universe – 5

Great Gizmos – 25

House of Marbles – 50

Jazwares U.K. – 10

Kap Toys – 5

Kosmos – 200

Little Live Pets; Moose Toys – 10

Marvin's Magic – 35

Matchbox – 70

Scrabble – 70

Sequin Art Ltd – 60

Smart Toys & Games – 30

Tree Toys Ltd – 35

Yookidoo – 15

Do you have a brand or IP that has an anniversary in 2023? Let us know by dropping an email to[email protected].

This year, the Peeps brand is celebrating its 70th anniversary and launching its Easter candy collection earlier than ever. The lineup includes returning flavors and new marshmallow creations.In November, Eric Adams, mayor, New York City, announced New York City will honor the 50th Anniversary of Hip Hop by hosting 50 events throughout 2023, in connection with the Universal Hip Hop Museum.

About the Author(s)

Ian Hart

Senior Digital Editor U.K. & EMEA, License Global

Ian joined the License Global editorial team in May 2022 as digital editor for the U.K. and EMEA, becoming Senior Digital Editor in April 2023.

Ian is a huge fan of sports and entertainment brands and, as a father, toys and kids' brands are a large part of his life!

He has been at Informa (formerly UBM) since 2018, where he was previously the editor of SHP, a B2B digital publication aimed at health & safety professionals.

Ian studied journalism at university before spending seven years in online fantasy gaming. Prior to moving to Informa, Ian worked in B2B trade print media, in the automotive sector, working on various publications aimed at independent automotive technicians and parts distributors.

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