2024: A Year in Licensing2024: A Year in Licensing

License Global prides itself on bringing you, the reader, the most up-to-date news and analysis of all the latest trends, cross-category, from the world of brand licensing.

This year has seen the entertainment sector thrive, with major brands such as Disney, Pokémon, Hasbro and Mattel continuing to dominate the licensing landscape. Thanks to the success of movies, especially “Deadpool & Wolverine,” “Despicable Me 4,” “Beetlejuice Beetlejuice” and the soon-to-be-released “Wicked,” streaming and children’s programming, entertainment remains a significant driver in consumer product licensing. Video games are also big business, marking a $35 billion (19%) brand licensing market share in 2023, according to Licensing International’s Global Licensing Survey. Brands are leveraging virtual spaces for immersive experiences and digital goods.

The fusion of high fashion and pop culture continues to grow, with luxury brands collaborating with entertainment franchises, sports teams and influencers. The rise of celebrity-endorsed products and influencer partnerships was another big focus throughout the year.

Classic brands and nostalgic properties continue to be driven by consumer interest in retro toys, games and media.

With events like the 2024 Paris Olympics and the rise of women’s sports, sports licensing is growing rapidly. Licensed merchandise for major sports teams, leagues and athletes is expected to surge in the coming years.

Related:Leading Licensees 2024

Every December, we look back on some of the more significant stories, month-by-month, to see what the bigger licensing stories have been and, quite possibly, will be. Check out some of the highlights from the past year.

January

Hasbro Sells Entertainment One Film and TV Business to Lionsgate

Hasbro kick-started 2024 by announcing the completion of the sale of its Entertainment One film and TV business to Lionsgate for a purchase price of $375 million in cash. Hasbro will continue to develop and produce entertainment based on its rich vault of Hasbro brands.

Capri Sun Teams with Nintendo 

Characters from the game franchises of “Mario Kart 8 Deluxe,” “Animal Crossing: New Horizons” and “Pikmin 4” were added to the cartons and pouches of Capri Sun Fruit Punch, Strawberry Kiwi and Pacific Cooler.

State of Play: Toy Trends on Display at London Toy Fair 2024 

License Global visited the 70th edition of the annual event at Olympia, London, and the resilience of the U.K. toy market was evident throughout the show, with licensed toys continuing to play a vital role in the market dynamics. The licensed toys sector reported sustained growth for the fifth consecutive year, with market share increasing to 32% from 26% in 2020.

Related:The Top Global Licensors Report 2024

February

Sanrio Launches Mr. Men & Little Miss Happy Meals with McDonald’s

The fast-food chain announced Mr. Men & Little Miss Happy Meal Toys in the U.K. market, including one of 10 Mr. Men & Little Miss plush toys or one of four “Discover You” books in a limited-edition box. 

Kung Fu Tea, ‘Miraculous’ Announce Themed Drink Collab 

Kung Fu Tea announced a collaboration with the 3D-CGI-animated superhero action-comedy series, “Miraculous: Tales of Ladybug & Cat Noir.” The partnership introduced two character-themed drinks, exclusive stickers, a social media sweepstakes and an array of surprises for fans. 

State of Play: Toy Trends from Nuremberg 2024 

The strength of the toy market continued to shine through at Spielwarenmesse 2024, with kidult culture, trading cards and games and sustainable products in the spotlight in Nuremberg. Several big announcements were made at the show, including The LEGO Group, in collaboration with Lucasfilm, kicking off the 25th anniversary of its “Star Wars” collaboration by unveiling a special anniversary logo on new LEGO “Star Wars” Building Sets. 

Related:The License Global Toy Forecast 2025

Movies and Fashion Special Reports 

Movies were also a central focus of the February issue of License Global, with our two special reports delving into which toyetic movies will be huge with the small set in 2024 and what the numbers say about where we are and where fashion licensing trends are headed.

March

Gaming and Publishing Take Center Stage 

License Global’s March issue focused on the trends impacting gaming brands in 2024 and outlined how intellectual properties and collaborations drive continued engagement in one of the world’s most exciting and immersive mediums. License Global also looked at the hidden gem in licensing, publishing, with many opportunities to have a brand leap off the page and into everyday life. 

Primark Unveils Collab to Mark 50 Years of Hello Kitty 

Primark teamed up with Sanrio to unveil a new collection inspired by Hello Kitty. The collection was part of a new strategic partnership between Primark and Sanrio and celebrated 50 years of the pop-culture icon, featuring over 100 items across womenswear, kidswear and homeware.

Mattel Announces ‘Street Sharks’ 30th Anniversary Relaunch 

Sharks returned to shelves as Mattel reignited the brand to mark the 30th anniversary of the animated “Street Sharks” TV show. The collection included action figures inspired by three characters, Ripster, Jab and Slash. 

Mighty Coconut and Aardman Partner for “Walkabout Mini Golf: Wallace & Gromit”

Mighty Coconut, the independent entertainment studio behind “Walkabout Mini Golf,” partnered with Aardman for a downloadable content course featuring 18 easy-mode and hard-mode holes, specially designed lost balls to collect, a commemorative in-game putter and themed avatars, all set in the world of “Wallace & Gromit.”

April

Mattel and Heinz Team Up for Barbiecue Sauce 

Mattel teamed up with Heinz to launch a limited-edition Heinz Classic Barbiecue Sauce. The pink vegan mayo with BBQ sauce followed last year’s continued Barbiecore craze.

Amazon MGM Studios Unveils Licensing, Merch Plan For ‘Fallout’

Amazon MM Studios announced a multifaceted licensing program for the post-apocalyptic series, “Fallout,” based on the global video game franchise.

“Bridgerton”-Inspired Box Arrives at Lush 

Lush’s spring installment of the Lush Fresh & Flowers Box took inspiration from Netflix’s “Bridgerton” series. The box included soap, bath bomb, toner, cleanser and face mask.  

Longaberger, Crayola Launch New Collaboration

The home collectible brand, Longaberger, partnered with Crayola to bring nostalgia home through baskets that showcase distinct Crayola characteristics, colors and hand-woven craftsmanship that could spark the creativity within all of our inner child.

May

Licensing Expo Gathers Highest Number of Retailers to Date 

Retailers flocked to the Licensing Expo in Las Vegas in droves. The show convened more than 12,000 international attendees from all categories to engage with more than 5,000 brands represented on the show floor, including 106 first-time exhibiting brands. The show, organized by Informa Markets, recorded a 35% increase and a record-high number of qualified retailers.

‘Wicked’ Product Collaborations  

Universal Pictures’ “Wicked,” which hit theaters in November, was one of the standout IPs of the year. The vibrant world in which the untold story of Elphaba and Glinda takes place has inspired innovative products with licensees and retailers worldwide, including apparel, accessories, footwear, home décor, beauty, toys, role-play, publishing, collectibles and more.

IMG to Rep McDonald’s 

IMG announced a new, multi-year deal as McDonald’s exclusive global licensing representative. Through this collaboration, IMG will work with McDonald’s to develop a wide range of licensed products and experiences globally, building upon the brand’s status and driving its growth.

June

Cloudco Entertainment Adds New Licensees for Care Bears

New collaborations announced across multiple categories extended the brand’s reach and message of sharing and caring.

Ore-Ida Releases ‘Napoleon Dynamite’ Tater Tot-Protecting Pants 

Some of the quirkiest licensing deals often make the biggest splash, such as this innovative solution to safeguard Tater Tots, the limited-edition Ore-Ida Tot-Protecting Pants.

July

Team USA, Minions Launch Limited-Edition Apparel

To celebrate the 2024 Paris Olympic and Paralympic Games, Illumination’s Minions joined forces with Team USA for a capsule collection. “Despicable Me 4” went on to set new box office records for the franchise in September, leading to the confirmation of “Minions 5” for 2027.

Hunter Price, Kellogg’s Pair for Pringles Products

Hunter Price International announced it teamed up with Pink Key Licensing to launch a collection of stationery, plush, blankets, fleeces and gifting lines for snack brand Pringles, marking the companies’ first signing in the food and beverage space.

Paramount Global Merges with Skydance Media 

The merger forms “New Paramount,” a next-generation media and technology leader backed by over $8 billion from the Ellison family and RedBird Capital Partners. The transaction reinforces Paramount’s legacy by combining Skydance’s creative assets and digital capabilities, allowing expansion into areas such as gaming, animation and sports.

August

‘Deadpool & Wolverine’ is on a Roll 

Blockbuster superhero movies like “Deadpool & Wolverine” are sure to involve licensing, and this summer, in conjunction with the film’s release, various deals, from toys and collectibles to apparel and food, were launched, which saw impressive numbers.

The Olympics: Licensing Gold 

Sports and licensing are a marketing match made in heaven and the Summer Games in Paris fuelled lucrative partnerships across multiple categories. Standout deals included collaborations between Team USA and Warner Bros.’ Looney Tunes, Team GB and Topps and Anti Social Social Club’s Paris 2024 capsule collection. Even pets enjoyed the fun with Team USA dog toys and apparel from PetSmart. The cover story of our August Issue of License Global profiled the meteoric rise of women’s sports.

Warner Bros. Discovery Unveiled Merch Ahead of ‘Beetlejuice Beetlejuice’ 

“Beetlejuice” was another IP that made waves this year with Warner Bros. releasing the sequel to Tim Burton’s original cult classic. The merchandise collection included luxury fashions, toys, decorations and costumes for all ages, plus additional retailer collaborations with Target, Amazon, Primark, Forever 21 and more. 

Automotive and Food Special Reports 

Our August issue also focused on global automotive businesses and how they are taking their brands off-road. License Global also investigated the creative and, at times, outlandish food and beverage collaborations this year and why they’re so popular with consumers.

September

Brand Licensing Europe’s 25th Anniversary and Record Attendance

Brand Licensing Europe (BLE) 2024 achieved record-breaking attendance, celebrating 25 years with a 12% increase in attendees and a 22% increase in retailer visitors compared to 2023. The show drew over 10,847 attendees from 172 countries and hosted over 6,200 meetings through the BLE online Event Planner. 

PUMA, Manchester City Launch ‘Definitely City’ Collection with Oasis’ Noel Gallagher

While fans joked that an Oasis reunion was not on their 2024 bingo card, the excitement for the band’s tour announcement rose quickly. That momentum continued with PUMA and Manchester City teaming up with Noel Gallagher to launch the “Definitely City” kit for the 24/25 season, celebrating the 30th anniversary of Oasis’ “Definitely Maybe” album.  

‘Bluey’ Makes Debut at Build-A-Bear

Build-A-Bear Workshop launched its first “Bluey” collection, partnering with BBC Studios, to bring Bluey and her sister Bingo to life as customizable plush toys.

Primark Unveils Exclusive ‘Beetlejuice’ Collection in Collaboration with Costume Designer Colleen Atwood

The 12-piece collection captured the essence of the blockbuster sequel through a range of distinctive womenswear pieces, including graphic T-shirts, hoodies and accessories. Primark designed the collection in collaboration with four-time Academy Award-winning costume designer Colleen Atwood, renowned for her work on some of Hollywood’s most memorable costumes, including those in the original “Beetlejuice” film.

October

Gap and Cult Gaia Drop Apparel Collab

The Gap x Cult Gaia collection combined Gap’s classic styles with Cult Gaia’s sculptural, artistic approach for statement fashion pieces.

Crayola Studios, Hallmark Announce Expansion of Rainbow Brite Franchise 

Nostalgia continues to drive fandoms and revive IPs from decades past for a new generation. In celebration of Rainbow Brite’s 40th anniversary, Crayola Studios and Hallmark are partnering to reimagine the beloved ‘80s brand with a new feature film and TV series, sure to provide demand for new licensed products. 

Paramount Consumer Products & Experiences U.K. to Launch ‘TMNT’ Merch with The Sidemen

Paramount Consumer Products & Experiences U.K. partnered with The Sidemen to launch an exclusive “Teenage Mutant Ninja Turtles” merchandise collection featuring 13 unique designs across T-shirts, hoodies, jackets and boxing accessories.

November

STUDIOCANAL KIDS & FAMILY Brings New Paddington Game to Roblox

Ahead of the release of “Paddington in Peru,” STUDIOCANAL and Paddington made their way into the virtual world with the launch of a Roblox game, “Mission Marmalade,” developed by FEENIX studio.

Bluey Joins ‘Strictly Come Dancing’ for BBC Children in Need

The “Strictly Come Dancing” ballroom has seen many stars, but this year, Bluey stole the show as she danced alongside the pros to help raise funds for BBC Children in Need. Fans were also invited to take part in Bluey’s Dance Mode Challenge and share their moves on social media. 

Disney, lululemon Launch High-Performance Apparel Collection

The Disney x lululemon 34-piece dual-gender collection offers a variety of products, including classic lululemon performance styles and casual favorites. Inspired by archival Disney graphics, the collection features modern and elevated takes on the imagery of Mickey Mouse and Minnie Mouse.

North America’s First LEGO DUPLO Peppa Pig Playground Opens in New York

As License Global predicted, location-based entertainment has been on an upward trajectory with no signs of slowing down. After taking a hit during the pandemic, fans are eager to physically immerse themselves in worlds based around their favorite IPs. Two iconic IPs, Peppa Pig and LEGO DUPLO, have come together to create an engaging experience at LEGOLAND New York Resort. The attraction, specifically designed for young children, encourages them to embrace adventure and leap courageously into life’s muddy puddles. 

This story was taken from the December 2024 issue of License Global. Read the full issue here …