More or Less…

Sue Perez-Jackson,
Senior Director, North America, Licensed Consumer Products at Hasbro

More… Bold, unexpected brand mash-ups that genuinely delight and surprise consumers. The best collaborations tap into shared qualities between brands while creating something fresh – driving cultural conversation and connecting with fans of either or both in new ways.

Less… Risk aversion and more experimentation. If we’re not testing new ideas, formats and IP at retail, we risk falling behind. Even small-scale tests can unlock meaningful insights and validate consumer demand, helping shape stronger, more impactful launches.

—–

Gabriela Arenas,
SVP, Global Licensing, Sesame Workshop

More… Purpose‑driven collaborations that support children’s growth and well‑being, especially as kids come of age in an increasingly AI‑powered, media‑rich environment. That means partnerships that go beyond entertainment to promote healthier digital habits, more intentional media engagement, and experiences that truly earn the trust families place in our brands.

Less… Noise, more meaning. The licensing industry doesn’t need more product, it needs more intention. The brands that endure are the ones that choose partners and categories with care, not urgency. In a crowded marketplace, intention is what turns products into relationships.

—–

Ilana Wilensky,
President, Jewel

More… Of the convergence of art and fashion. We’ve really seen how art and design have become more accessible and moved into the mainstream, particularly with the cultural institutions and global artists we represent. I hope that momentum continues to grow.

Less… Retail consolidation and market instability. Maybe that’s wishful thinking but a girl can dream!

—–

Simta Sawhney,
Head of Licensing, Pophouse

More… Of a move beyond traditional licensing. Take risks and be brave. The most exciting opportunities come about when brands use storytelling and authenticity to drive decisions. If we can blur the lines between licensing, content and fan experiences, we unlock so much more value for everyone.

Less… Playing it safe. The industry can sometimes default to proven formulas, but the consumer is always looking for something new. Taking considered risks is when real growth can happen.

—–

Sophie Bloomfield,
Creative Director & Founder, SBC

More… Investment in hand-drawn, illustrative creative work. We’re already seeing this emerge within the luxury sector, from Hermès’ recent animated campaigns to Loewe’s hand-drawn packaging. In a period of uncertainty around AI – what it may bring and what it may take away – there is a growing desire among both creatives and consumers for handmade products and authentic artistry. My biggest trend forecast for this year through to 2027 and beyond is whimsy becoming a staple consumer desire, with hand-drawn illustration perfectly aligned to this shift. It would be fantastic to see major brands within the licensing industry actively investing in artists and championing this more human, expressive creative approach.

Less… Purposeless projects. By this, I mean products and projects developed purely for the sake of a deal, without clear strategy or intent. These situations often arise when a licensor is offered a large MG from a licensee that just wants to work with the brand, rather than building something meaningful, considered and long-term. We all see them, and I know when I do it makes my heart sink a bit because these are not the products that we do this fun job for… We do it for the products that bring people joy!

—–

Rafa Macias,
Global Commercial Officer, Consumer Products, Games & Digital, Universal Products & Experiences

More… Listening to fans. The industry needs to listen, adapt and move faster. Social media has accelerated everything from shopping habits to trend cycles, and the real-time insight fans provide is invaluable. We see this firsthand across franchises like Shrek, How to Train Your Dragon, and Minions, where listening closely to fan behavior shapes everything from product design to how – and when – we show up in culture.

Less… Short-term transactions. Some of our most successful franchises – from Wicked and Fast & Furious to Gabby’s Dollhouse – prove that when you prioritise understanding distinct fandoms, depth consistently outperforms scale. When you truly know who you’re serving – across ages, cultures, and passion points – you can meet fans with relevance and intention. That’s how you build long-term loyalty, not just short-term transactions. The future of licensing isn’t one size fits all; it’s about thoughtful, tailored engagement that earns trust, evolves with fans, and keeps them coming back across worlds, categories, and experiences.

—–

Kristeen Tibbits,
VP, Global Brand Marketing, Cloudco Entertainment

More… Brands building worlds rather than just products. The licensing moments that truly stay with fans are the ones where a universe feels fully realised across every physical, digital and experiential touchpoint. When someone can step into a brand’s world in a pop-up café, continue it in a Roblox game, and find it again on their shelf at home – that’s when licensing becomes something genuinely powerful. We’re investing heavily in that thinking at Care Bears and the fan response has shown just how much it matters.

Less… Treating meaning as an afterthought. The brands that resonate most deeply are the ones that genuinely stand for something. Care Bears have been built around care for nearly 45 years and it’s in everything we do. When that kind of authentic foundation is there, fans feel it, and that’s what we’d love to see more of across the industry.

—–

James Hinton,
Head of Creative & Marketing, STUDIOCANAL Kids & Family

More… Thinking beyond traditional audience segments. Well-developed IP can reach further than expected, especially when its enduring appeal is carefully nurtured. The continued success of Paddington across different spaces shows how varied that reach can be. Exploring these opportunities could unlock further growth.

Less… Caution and a bit more willingness to take considered risks. While the economic climate remains challenging, there are still meaningful opportunities ahead. Both individually and collectively, the industry is well placed to continue making progress.

“More investment in hand-drawn illustrative creative work.”

—–

Ian Downes,
Director, Start Licensing

More… Of a renewed collective commitment to ‘adding value’ to products, experiences and retailing. In economically challenging times it is tempting to cut corners, under invest and scale back on NPD. I don’t think this is the best way for the industry to respond to economic challenges. I think it is essential we focus on the in built value licensing brings with it, while making sure we ensure the consumer experience is a positive one. One aspect of this is taking time to ensure products reflect brand DNA and the fan experience as much as possible. Authenticity and attention to detail are ever more important.

Less… Complacency. I think it is important that we all take stock of the marketplace and look to re-double our efforts to drive new business particularly in regards to opening new accounts and channels to stock licensed products. Dynamic areas of licensing like live events have helped unlock new distribution for licensed products. This should encourage us that there are new places to sell licensed products and new ways of selling product.

“Less risk-aversion, more experimentation.”

—–

Stephanie Griggs,
CEO & Creative Director, Studio Griggs

More… Honouring the process! In a world pushing towards rewarding speed and cutting creative corners, the instinct to slow down and do the work properly is getting harder to protect. But the creative process, artwork, iterations, craft and relationships built across teams is the back-and-forth that nobody sees in the end result – but to me is pure magic. I think the value of human craft will only grow, and behind-the-scenes insight will add a premium feel to a project.

Less… Head-in-the-sand thinking around sustainability, particularly in toys. The toy industry has the highest plastic intensity of any consumer goods sector on the planet. And 45% of parents under 40 are already factoring environmental impact into their purchasing decisions. Lots of businesses are doing brilliant work to move things forward, but we need to address the volume of plastic and short-life toys more quickly to meet consumer demands.

—–

Kerry Fox-Long,
Global Head of Licensing (Consumer Products), LW Entertainment

More… Of a focus on musical theatre as it represents a significant opportunity within entertainment licensing. LW Entertainment is leading the way, transforming iconic global productions like The Phantom of the Opera – which celebrates its 40th anniversary in 2026 – beyond the stage. We’re expanding these much‑loved shows and their huge fan bases into global franchises, which can rival with the world’s biggest studio properties.

Less… Of an over‑reliance on the familiar at the expense of the new. Entertainment licensing has moved far beyond traditional film and TV, and that shift should be embraced. There is a real opportunity to break new ground, tapping into other interests and fandoms.

—–

Lisa Streff,
SVP of Licensing & Brand Development, North America, Global Merchandising Services

More… Connection and collaboration among executives across the industry, with more open, ongoing dialogue that will help create fresh thinking. There’s also a real opportunity to embrace AI and how it could better our industry in a more productive and strategic way. Beyond that, I’d encourage manufacturers and retailers to take more risks by moving beyond safe bets and established brands to explore more new, opportunistic IP. Greater curiosity and a willingness to back emerging ideas could unlock exciting growth and differentiation.

Less… Instability brought on by tariffs and other economic uncertainties. These factors are having a real impact on retailers and licensees, ultimately influencing the types of deals they’re able to pursue or orders they can commit to. With more collaboration across the industry, it could possibly help reduce these challenges by working together to find solutions.

“More thinking beyond traditional audience segments.”

—–

Katie Edmundson,
Senior Designer, Studio Noel

More… Licensing that evolves over time – living systems that grow with audience engagement. Thinking about how Hello Kitty has spanned decades but remained relevant. Collaborations have been able to flex and adapt to different design languages while staying true to a consistent core character identity. Or the ongoing LEGO Star Wars collaboration, which appeals to adults and children and is ever evolving. It expands with new films and characters, and the products evolve alongside the franchise. I’d like to see deeper, more meaningful IP creations which build relationships with people over time.

Less… Short-term, low-effort partnerships which over saturate the market. In the last few years, I think we’ve seen a lot of collaborations which are born out of a desire to jump on a trend. It’s caused multiple brands to arrive at similar ideas at the same time, creating overlapping, indistinguishable products. This happened with the Wuthering Heights wave, which resulted in a lot of surface-level products which didn’t feel particularly special or ownable. It also created a feeling of overexposure. Merchandise that comes from these collaborations risks just being aesthetically aligned to a trend, and not actually meaningfully tied to or related to the source material. I’d like to see more selective, intentional collaborations which result in products that feel right for the IP – considered in their design, aligned with the original story or brand, and created with a clear purpose rather than simply responding to a trend.

—–

Robyn Cowling,
Head of Licensing, Aykroyds

More… Collaboration!

Less… BS!

—–

Deirdre Cross,
Co-Founder & CEO, The Office of Tiffany Birdsong

More… “Generous networking” and more door-opening.

Less… Gatekeeping. There is no harm to me in helping you; success isn’t pie where my piece gets smaller because you have some too!

“Less of the ‘rush to react’ without fully thinking through the long-term strategy.”

—–

Diane Bolduc,
Director, North America, Licensed Consumer Products at Hasbro

More… Classic brands returning to the forefront of the licensing industry. What’s especially exciting is how this has evolved pairing legacy brands with newer properties to create something both nostalgic and fresh. It’s a trend that’s here to stay and one I’d like to see the industry continue to embrace. When done right, it allows us to leverage the strength of our portfolios while giving consumers a new reason to engage. It’s not just about bringing something back; it’s about evolving it in a way that feels relevant for today’s audience.

Less… Of the ‘rush to react’ without fully thinking through the long-term strategy. When we move too quickly to chase a trend, we risk losing sight of how it will evolve and how it fits within the broader brand. It’s not just about showing up in the moment; it’s about having a clear plan for where that trend can go and how we pivot as consumer behaviour shifts. A more thoughtful, strategic approach drives stronger, more sustainable results.

—–

Leila Loumi,
SVP Licensing Global Consumer Products, Banijay Rights

More… Innovation in adult‑focused licensing, as nostalgia, premiumisation and collectability continue to reshape demand. Key categories such as limited editions, designer collaborations, and elevated lifestyle goods deserve more industry attention. Stronger use of data and real consumer insight would also move the industry forwards, helping to identify white-space, tailor assortments and navigating an increasingly fragmented retail landscape.

Meanwhile, sustainability needs to become a genuine commercial driver – not just a compliance exercise – with more durable, responsible and transparently sourced products. Digital and gaming interactive formats should be treated as core, not peripheral. Fans are already living in digital ecosystems, and licensing needs to meet them there.

More experiential, hospitality, licensed real estate and lifestyle services thinking should start at concept stage, as fans increasingly want to step into the worlds they love, not just purchase them. Long‑term franchise building over short‑term spikes will create more stable, scalable licensing programmes for all partners.

And finally, more creative bravery. The licensing industry moves forward when it takes risks, not when it plays safe.

“It’s important that we all take stock of the marketplace and look to re-double our efforts to drive new business.”

Less… Over‑reliance on nostalgia as the only strategy. Nostalgia sells but it can’t be the entire playbook. The needs of fewer nostalgia‑only programmes and more future‑focused creativity that builds new emotional connections.

Less category overcrowding and more category reinvention The industry will benefit to move away from everyone chasing the same categories and retail doors. Oversaturation creates noise and leaves little room for genuine innovation. When every brand shows up in identical product lanes, consumers disengage and standout ideas struggle to break through. Many categories are overcrowded simply because no one is rethinking them; there is real opportunity in reimagined formats sustainable, multifunctional or tech‑enhanced rather than repeating the same old habits.

Less fear of creative risk. Playing safe leads to forgettable products. The industry would benefit from fewer predictable “safe bets” and more culturally relevant, creatively ambitious ideas that actually surprise consumers.

Less reliance on legacy categories that no longer grow… Some categories are structurally stagnant, yet licensing continues to pour into them out of habit. It might be time to step back from formats that no longer reflect how fans live, shop or spend and redirect energy toward emerging behaviours and new product spaces.

Less duplication across retailers. When every retailer carries near‑identical licensed products, differentiation disappears and consumer fatigue sets in. Retailers increasingly want exclusivity windows and unique propositions; licensing needs to support that with more tailored, retailer‑specific strategies.

And less chasing new peak‑season moments beyond the traditional retail calendar. Everyone piling into Black Friday, Christmas, Back‑to‑School, Halloween and Easter creates predictable clutter. The industry should also explore new cultural moments, micro‑seasons and niche communities where competition is lower and relevance is higher.