Global licensing industry reaches $389.8 billion
The global licensing industry grew 5.45% in 2025 to reach $389.8 billion in sales of licensed merchandise and services, according to new data from Licensing International released as Brand Licensing Europe (BLE) opened in London.
Europe
In Europe, sales reached $82.4 billion, up 3.8%. Western Europe accounted for $70.1 billion, while Eastern Europe generated $12.3 billion. Character & Entertainment remained the largest IP category in Europe, representing 53.5% of sales, followed by Corporate Brands at 25.5%.
Among the European markets highlighted in the study, the UK recorded the strongest growth, rising 7.2% to $19.2 billion. Germany grew 5.3% to $14.6 billion, with Publishing up 20.3% and Toys increasing 15.8%.
North Asia
Globally, North Asia recorded the strongest regional growth at 14.1%. Character & Entertainment remained the largest property type, with sales rising 8% to $161.8 billion. Apparel was the leading product category at $52.9 billion, followed by Toys at $46.4 billion.
Licensed toys also continued to outperform the wider European toy market. Across the EU5, total toy sales grew 8% in value year-to-date to August 2026, while licensed toy sales increased 20%. Licensed products now account for 35% of toy sales across the five markets, up from 31% in 2025.