Retailers, distributors and manufacturers from around the continent are gathering in London this week to attend Brand Licensing Europe, the annual trade show where they can discover the thousands of brands and properties ripe for consumer products opportunities. Ahead of the big event, here’s a look at the top licensed toys in Europe over the past year.

Pokémon has been the top-selling and top-gaining toy property in Europe over the past year—proof that the right IP can stand the test of time. “At nearly three decades old, Pokémon is truly everywhere: video games, toys, movies, streaming, apparel, stationery… you name it,” says Frédérique Tutt, global toys industry advisor at Circana. “Pokémon’s success is also linked to its broad fanbase, as it is incredibly popular with both kids and adults.” Circana data also shows that while licensed toys continue to drive market growth in the EU7 countries of Belgium, France, Germany, Italy, the Netherlands, Spain and the UK, the sources of toyetic brands are evolving beyond TV and movies, with franchises springing up from the worlds of gaming (Fortnite, Minecraft), sports (Formula 1) and anime (My Hero Academia).

This story originally appeared in Kidscreen‘s Q4 2025 magazine issue.