More than 12,000 licensing industry professionals flocked to the Mandalay Bay Convention Center for Licensing Expo in Las Vegas last week to talk strategy and strike new deals for their tentpole IPs. 

The 2025 edition of this annual market hosted 381 exhibitors—142 of which were newcomers showcasing their brands for the first time, including Roblox, Calm and UFC. According to Global Licensing Group SVP Anna Clarke, 10,000-plus meetings were organized using the Licensing Expo app, and more than 2,000 of this year’s attendees were retail channel buyers looking to stock their shelves with new products. 

Convention partner Licensing International unveiled a first look at its upcoming 2025 Global Licensing Industry Study, based on market research conducted by New Jersey-based Brandar Consulting. Key takeaways from this presentation included the fact that global industry sales last year totaled US$369.6 billion, and the entertainment/characters segment grew by 1.5% to generate US$149.8 billion in annual revenue. This growth was weaker than in previous years because of residual effects from Hollywood’s dual strikes in 2023, but momentum picked up towards the end of 2024 from key merchandise drivers Moana 2, Sonic the Hedgehog 3 and Wicked. 

BBC Studios hit the show floor hard by announcing several new partnerships for its flagship preschool brand Bluey, including an expansion into collectible candy products with PEZ. And another emerging category the franchise is just starting to explore is beginner crochet kits from The Woobles that will roll out later this year. This North Carolina-based licensee has signed licensing deals with several other major brands in the last two years, including The Lord of the Rings, Minecraft, Sanrio and Harry Potter. 

Meanwhile, Mattel is looking to replicate the blockbuster success of 2023’s Barbie movie by locking in product deals with as many licensees as possible before the premiere of its live-action Masters of the Universe film in June 2026. EVP and chief franchise officer Josh Silverman has also earmarked Mattel Adventure Park as a ripe business expansion opportunity for the company to pursue, and he’s currently evaluating potential locations for the toyco’s first international theme park outside of the US.