Licensed toys have been a standout performer in the toy market in 2024, with a growth of 2.4 percent in Europe, according to Circana’s latest report. This growth has helped offset the overall decline in the toy industry by 3.1 percent in the first seven months of the year. The popularity of major sporting events like the UEFA Football Championships (Euro 2024) has contributed to this growth.
Global Licensing Group content director Ben Roberts emphasized the importance of licensing in the toy industry, accounting for over a quarter of total toy sales. Licensed toys are consistently popular throughout the year and are frequently featured on retailers’ Christmas lists. In the EU5 countries (France, Germany, Italy, Spain, and the UK), licenses now make up 28.8 percent of total toy sales, with licensing gaining market share in each country.
Top gaining licenses in Europe this year include UEFA National – European Cup, Disney’s Lilo & Stitch, and Mercedes Benz, showcasing the diverse range of licenses embraced by the toy market. The report also highlights the impact of well-known franchises like Star Wars, Marvel, and Pokémon expanding their content distribution on streaming platforms, leading to increased toy licensing.
Furthermore, the toy industry has seen growth among older consumers, with major studios focusing on engaging fans, particularly older fans. Star Wars and Pokémon, in particular, have seen success among consumers over the age of 12. Roberts noted that brand licensing now focuses on storytelling, audience engagement, and creating products that enhance lives.
In addition to animated content, sports licenses have been a major growth driver in Europe, with a 34 percent increase in overall toy sales. Anime-derived toys also contribute significantly to growth, representing 5.8 percent of total toy sales and increasing by eight percent year-on-year. The popularity of anime in the European market has been supported by streaming platforms like Netflix and Amazon, as well as dedicated anime platforms such as Crunchyroll.
Looking ahead, major film releases scheduled for the final quarter of the year, including Wicked, Sonic, and the Moana sequel, are expected to drive growth in licensed toy sales. In 2025, franchises like Jurassic World, Superman, Avatar, Fantastic Four, Captain America, and Gabby’s Dollhouse, as well as live-action movies like Minecraft and Stitch, are anticipated to boost sales of toys and action figures.
Overall, licensing plays a crucial role in the toy industry, extending beyond big screen releases to collaborations with consumer brands, sports teams, video games, and music content. Circana emphasizes the importance of building new franchises for future generations while also catering to the nostalgia of older toy buyers. With a focus on engaging both kids and adults, the toy industry continues to evolve to meet the demands of a diverse consumer base.
