Expanded toy partnerships and licensed lifestyle lines head to retail this year ahead of the milestone in 2027
With its 45th anniversary approaching in 2027, Care Bears continues to strengthen its global presence, with the UK and EMEA playing an important role in the brand’s success.
Toys and collectibles, fashion and softlines, and health and beauty are among the strongest categories, with new launches and retail partnerships reaching a multi-generational audience.
At the heart of the brand remain the beloved characters that have connected with fans for nearly 45 years – from Cheer Bear and Funshine Bear to Grumpy Bear and Good Luck Bear.
That strength is also giving the brand room to grow across categories. Toys and plush remain a cornerstone, while fashion has become a strong area of expansion, and beauty and self-care are opening up new territory.
“Care Bears has an incredibly powerful emotional connection with consumers, and we see tremendous opportunity to build on that as we approach the brand’s 45th anniversary in 2027,” said Simon Philips, EVP Character Brands at Authentic. “The growth we’re seeing across toys, fashion and health and beauty demonstrates both the versatility of the brand and its ongoing relevance to today’s consumer.”\
Toys and Collectibles remain a core category for Care Bears, with several new formats joining the category this year. Goliath launched Care Bears Clickeez in the UK, while Zuru will introduce Care Bears to its Hug-A-Lumps plush line globally in December. Basic Fun! continues to grow its range with Sweet Blooms and Cutie Companions, while Just Play is bringing Care Bears into its Happy Haul unboxing format.
Long-standing EMEA plush partner Simba has further extensions planned for 2027, while partnerships with Miniso and Popmart continue to build. The anniversary year will also see the return of the Care Bear Cousins, creating another avenue for anniversary-led product development.
Fashion and Softlines have become an increasingly important category, with Care Bears building across mass, high street, fashion, and premium retail. Primark launches a new kids’ apparel collection this October through licensees Blues and Aykroyds, joining an extensive European footprint that includes Zara, Pull&Bear, Sinsay, Reserved, Character.com, George at Asda, Matalan, Sainsbury’s, Morrisons and Very.
The momentum will continue into 2027, with the return of the Care Bear Cousins forming part of a wider 45th anniversary program spanning new partnerships, collaborations, and brand activity. Further details of the brand’s 45th anniversary programme will be announced in the months ahead.
If you’re attending Brand Licensing Europe, visit Care Bears on stand A201 to discover what’s next.
