Growth of licensed toys is outpacing the wider European market at double the rate, up 14% in 2025 according to new data
Licensed toy sales in Europe are growing twice as fast as the wider market, according to new data released this morning by Circana.
The toy market in the EU5 (UK, France, Germany, Italy and Spain) is up 7 per cent in 2025, while licensed toy sales double that rate at 14 per cent growth, now representing 31 per cent of total toy sales in Europe – nearly two percentage points higher than in 2024.
Among the biggest climbers are Japanese entertainment properties from anime and manga series (up 77%), professional sports such as F1 (+62%), and movie properties including Minecraft (+63%), Lilo & Stitch (+185%), and Jurassic Park/World (+10%).
Rory Partis, Director of UK Toys at Circana, said licensed toys had a “unique competitive advantage” through their ability to connect fans with the brands they loved.
“The toy market is a bellwether for consumer confidence, and the acceleration of licensed toy sales across Europe tells a powerful story”
“The toy market is a bellwether for consumer confidence, and the acceleration of licensed toy sales across Europe tells a powerful story,” he said. “With licensed toys growing at double the rate of the wider market, it’s clear that consumers continue to seek out the characters, stories, and sports brands they love. From anime and pro sports to blockbuster movies, licensing is fuelling engagement and growth across every channel. Our findings underline why licensing remains such a vital driver of retail success.”
The news comes on the opening morning of Brand Licensing Europe, which kicks off today in London. Further data released by Licensing International and Circana shows inflation-busting growth across the wider licensing industry.
In the UK – the largest market in Europe and second only to North America – revenue of licensed merchandise grew by 1.7% to $17.9 billion.
This data also reveals that items using the name, logo, characters or designs of another brand, franchise, or intellectual property rose 3.4 per cent in 2024, taking the value of the European brand licensing market to $79.3 billion. Growth was recorded across both Western Europe (+2.9% to $67.4 billion) and Eastern Europe (+5.9% to $11.9 billion).
“These insights prove that licensing is not only resilient but thriving, consistently outperforming inflation and creating opportunities for brand owners, retailers and manufacturers,” said Anna Clarke, SVP Licensing for the Global Licensing Group.
Maura Regan, President of Licensing International, added: “Our latest data demonstrates the strength and adaptability of licensing in even the most uncertain economic climates. Europe is a key engine of this growth, driven by the incredible diversity of properties – from entertainment and fashion to corporate brands and non-profits – that resonate with consumers. And the relationships that are formed and strengthened at events like Brand Licensing Europe are crucial to support the ongoing expansion of the global brand licensing industry.”
Brand Licensing Europe runs 7-9 October 2025 at ExCeL London.
