With 2025 just around the corner, BrandTrends Group has dropped a report highlighting eight key trends that are likely to shape the global licensing landscape in the year ahead.

The Dubai-based research firm generated these findings based on its continually updating database of consumer research spanning 40-plus countries. Among the biggest challenges ahead is “navigating the rapidly changing preferences and behaviors of younger audiences—who are increasingly driven by digital experiences, personalization and ethical considerations,” says BrandTrends CEO Philippe Guinaudeau.

Tech innovation (VR, AR, immersive experiences) and social media influencer marketing (MrBeast and  Dude Perfect having more sway in enhancing brand visibility, for example) are unsurprisingly among the big trends, too. But also on the list is a global shift to e-commerce and the dominance of the video game sector—where Roblox and Mario are leading the charge, along with big opportunities like eSports competitions and game-related merchandise.

However, it will be important for licensors to account for growing consumer concern—a trend marked by heightened awareness for ethics, inclusivity and environmental consciousness—while embracing this emerging tech. 

Another more kid-specific trend Guinaudeau emphasizes is the transcendence of anime and manga in the world of entertainment—especially as engagement with superheroes slows down. “Interest in anime-related merchandise has surged by over 30% globally in the past two years,” says Guinaudeau, citing data from the firm’s “Brand IP” tracker, which also revealed that superhero franchises such as Marvel have been losing market share at the same time. “This trend is particularly pronounced with younger demographics,” he adds, outlining a need for forward-thinking strategies from licensors to navigate this popularity shift.

Experiential retail initiatives will also be increasingly important to connect with kid audiences IRL. “One standout example is Toys “R” Us, which has embraced experiential retail [ranging from] in-store events and live demonstrations, to blending physical and digital experiences,” he says. Personalized products/services, another major trend, are also primed for more growth as brands seek out more flexible licensing agreements to target individual consumer preferences.