Hi Maura, thank you for answering a few questions for us today. The last time I saw you was at Spielwarenmesse's Nuremberg Toy Fair Toy Night and you were soaked to the bone. We won't go into that story this time. Please share what do you do in our industry?

I am the President of Licensing International, the leading trade association for the $369+ billion global brand licensing industry. At Licensing International, we provide resources to the industry to support them as they extend their reach and evolve their strategies in a fast-changing marketplace.

The 2025 Global Brand Licensing Industry Study was just released. Why is this a key study for toy industry professionals to pay attention to?

In its 10th year, our Global Licensing Industry Study aims to support licensing professionals as they evolve their strategies and plan for the future. Through months of preparation, surveying, and collaboration, we’ve developed this report as a tool for the entire licensing community. With its comprehensive global statistics and historical mapping, this study serves as a fantastic resource for executives as they consider industry trends, consumer spending habits, retail insights, and much more.

What growth did the toy industry see this year?

This year, the licensed toys category had above market average growth and accounted for 11.7% of the overall licensed products market. These findings highlight the continued appeal of both new and evergreen properties within the toy and games space.

The study includes findings on retail. What are some notable trends that you’re seeing that toy brands should be paying attention to?

This year’s results have found that the in-store shopping experience is back, but not in the way you’d expect. Our research has found that Gen Z and Gen A are more interested in pop-ups and experiential retail, such as the Jellycat Diner at FAO Schwartz. Retailers have also been shifting their focus on ads, promoting more heavily on social media than ever before, as younger shoppers are more likely to purchase directly from social media apps. As consumer trends change, retailers and brands must adjust their strategies to meet shoppers where they are.

The study also points to consumers becoming more cost conscious, can you share more on this topic as it relates to toys?

A significant 2024 trend for the licensing industry is the rise of the very cost-conscious

consumer. This insight, coupled with general merchandise prices rising in recent months, means budget-friendly products have become a major area of focus for the toy industry as shoppers look for options in the toy aisle to meet their family’s changing needs.  

On the topic of retail, the holiday shopping season is a major moment for the toy industry. Are there any key findings from this year’s study that our industry should be paying attention to as holiday strategies evolve?

Based on our findings, we believe consumers will be shopping earlier than ever, basing many of their purchases around discount codes and sales. In fact, a 2024 survey cited within our study found that 80% of consumers said they sought and used promos, discounts, and coupons. Consumers are also looking for convenient, quick means to make purchases, with 54.5% of online holiday shopping occurring on mobile devices. Overall, these statistics point us towards the importance of holiday sale moments like Black Friday and Cyber Monday coupled with a continued emphasis on mobile shopping.

What trends are coming up that our industry should keep an eye on?

The Kidult trend continues to remain relevant as collectibles and toys aimed at adults drove growth in 2024, with 43% of adults having purchased a toy for themselves over the past year. With brands like LEGO Botanicals and Labubu, the market for toys and games is expanding significantly.               

Based on the study’s findings, what advice can you give to professionals in our industry?

Because the market is so fast paced, it’s more important than ever before to stay on top of emerging trends and changing consumer behavior using up-to-date insights and in-depth research. Connecting with fellow industry professionals is also crucial, because by sharing information and supporting each other, everyone can better position their brands and products for success.

Where can we see the full study and learn more about its findings?

Members of Licensing International can download the study directly from Licensing International’s website for free. Non-members are invited to purchase the study or, by becoming a member, you can access all of LI’s resources.