Editor's Choice: Our Favorite Licensed Toys and Games from 2024

Toys and games lie at the heart of the licensing industry, fueling imagination and play for consumers of all ages. Toys help bring stories from screens and pages into the hands of fans with something tangible, while games offer interactive experiences that foster connection through shared play. In License Global's 2024 Leading Licensees Report, 40.35% of licensees expressed interest in the toys and games category, while 38.3% of licensors in the Top Global Licensors Report highlighted it as a focus for 2025, reinforcing toys and games as a promising area in the $356.5 billion licensing market.  

Despite a challenging 2023, marked by a 3.5% decline in licensed toy sales (still outpacing the 4.5% decline across the overall global toy market Licensing International reports), the category has shown resilience in 2024. Circana reports that global toy sales held steady at $24.5 billion, with only a slight 1% dip in dollar sales in the year's first half. Film-related toys drove much of this momentum, making up 32% of the toy market – a 6% increase over 2023 – thanks to major releases this year like "Deadpool & Wolverine," "Despicable Me 4" and "Wicked."

This success also reflects the rise of "kidult" culture and multi-generational play, broadening the appeal of licensed toys among children and adult collectors. This year's releases remind our editors of the unique joy of connecting with the characters and stories we love. Whether sparked by nostalgia or fresh creativity, these are just a handful of the toys bringing fans closer to their favorite worlds.  

Related:Circana Reports on First Half 2024 Global Toy Industry Retail Sales

Fisher-Price Unveils' Mean Girls' Little People Collector Set

Fisher-Price's "Mean Girls" Little People Collector set brings an iconic moment from the movie to life. The set features miniatures of The Plastics dressed in their unforgettable Santa suits from the Winter Talent Show scene. The Little People Collectors line celebrates everything pop culture with collections inspired by the "Harry Potter" books, TV shows like "Schitt's Creek" and more. 

Barbie Honors WNBA Legend, Sue Bird, with Role Model Doll

2024 has been a game-changing year for women's sports. This year, Barbie celebrated WNBA legend Sue Bird with a fully posable Role Model doll, honoring the basketball legend whose record-breaking legacy pioneered growth in the women's league.  

Aston Martin Aramco Formula One Team, LEGO Group Launch LEGO Set

For those dreaming of Formula One glory, the Aston Martin Aramco Formula One Team LEGO set brings the thrill of the racetrack right to your living room. Whether for a kid aspiring to be an F1 driver or someone who just can't fit their dream car in the driveway, this detailed, buildable model of Aston Martin's F1 car is the perfect way to indulge one's need for speed—no driver's license required.  

Related:Brands at Play: The Resilience of Toys and Games

Jazwares, Universal Collab on 'Wicked' x Squishmallows

There was no stopping the Squishmallows collabs this year, so of course, Jazzwares collaborated with Universal for this collection inspired by the highly anticipated "Wicked" film. Sam Ferguson, senior vice president, global licensing, Jazwares, spoke with License Global about Squishmallows' explosive growth and how it has mastered the licensee game.  

American Girl, Disney Reveal First Wave of New Princess Dolls

American Girl and Disney's partnership brings a new line of collectible princess dolls to the market, adding even more magic to the Disney Princess legacy. The first wave featured Rapunzel, Ariel, Cinderella and Tiana and a Moana doll was released just ahead of the release of "Moana 2."   

Mattel Creations Releases The Beatles Deck

Mattel Creations launched a special edition UNO Canvas The Beatles Card Game to commemorate the 60th anniversary of the band's U.S. television debut. The deck combines the classic card game with iconic album artwork—a fitting product to connect music lovers across generations.   

Merrythought Introduces Paddington Classic Edition

In a list of toys, we would be remiss not to mention the teddy bear, a classic and timeless symbol of comfort and childhood. Combine that with the familiarity of the beloved character Paddington and cue the warm fuzzy feelings. Merrythought, Britain's oldest remaining teddy bear manufacturer, has crafted a new handmade teddy bear inspired by Peggy Fortnum's original illustrations of Paddington.   

Monopoly: LeBron James Luxury Edition Announced by Hasbro, Nike

Hasbro, Nike, and WS Game Company's premium board game celebrate LeBron James' 22-year NBA career and partnership with Nike. The game features custom tokens, championship-themed spaces and luxury components. Other themed Monopoly boards released this year include "Stitch," "House of the Dragon," "Wicked," "Pokémon," "One Piece," "Family Guy" and more.