Stuff We Loved: What are the industry’s favourite licensed launches of 2025?

Here’s what they said…

Sophie Bloomfield, Creative Director & CEO, SBC
2025 has proven to be another standout year for licensing. One of the most compelling highlights was the Roald Dahl The BFG cross-category collection and Christmas campaign for Sainsbury’s. The work excelled through rich storytelling, expansive and well-judged category execution, and a strong, distinctive personality. It was a highly engaging campaign that demonstrated the power of cohesive licensing done at scale – impressive in both ambition and delivery. My favourite item was the Fizz-Whizzing-Bath treats.

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Stephanie Griggs, Founder, Studio Griggs
My vote goes to the Lazy Oaf x Guinness collaboration, which launched to celebrate the opening of the Guinness Open Gate Brewery and Good Things merchandise store in Covent Garden. This move – alongside the Lazy Oaf collection – perfectly supports Guinness’s expansion as a lifestyle brand. I adore how Lazy Oaf have reinterpreted their heritage through their signature playful, graphic lens. Pint-shaped pockets, the reduced black and white colour palette, embroidered icons and workwear silhouettes make the 25-piece collection feel both nostalgic and fresh. It’s an unexpected, yet completely right partnership – culturally alive, characterful and genuinely elevating for both brands. The real litmus test? I want it all!

Katie Edmundson, Senior Designer, Studio Noel
I loved the Levi’s x Beyoncé REIIMAGINE collaboration because it combined nostalgia, style and cultural relevance in a way that felt super impactful. The year-long rollout allowed a story to unfold over four chapters, which really helped to deepen the narrative. By reinterpreting iconic vintage Levi’s ads in each, the collaboration created an emotional connection, honouring the brand’s legacy while placing Beyoncé front and centre.

But the final chapter – The Denim Cowboy – was the moment that sealed it for me. Released alongside her Cowboy Carter tour – which literally features the song LEVII’S JEANS – it tapped into the broader resurgence of cowboy-inspired fashion this year, increasing its cultural resonance. The campaign was topped off with her on-stage dancers bringing the collection to life, transforming it from a collaboration into a full cultural moment.

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Christa Mavroudis, Co-Founder, Dot Dash Design
I really loved the Disney X Sanderson Bambi collection for H&M Home. As a fan of the Bambi animation, I was excited to see it come to life in this collection, which was so beautifully executed. The range was well curated with the iconic Sanderson florals working in harmony with the whimsical charm of Bambi. The colour palette perfectly captures a magical and whimsical fairytale atmosphere. A truly gorgeous collection showcasing creativity and attention to detail. I loved it that much I couldn’t resist picking up a few gift items from the range!

Ari Freedman, Vice President of Licensing, Surge Brands
My favourite licensed product this year is the ICEE Slush Rush arcade game that Bay Tek launched, as well as ICEE’S line of product with Koko’s Confectionery.

What I truly love about the ICEE x Koko’s partnership is seeing a globally iconic beverage brand successfully extend beyond the cup and come to life in an entirely new retail format. Walking into stores and seeing ICEE represented on candy shelves is a powerful reminder of how strong brand equity – when paired with the right licensing partner – can translate seamlessly into new categories. Koko’s has done an exceptional job capturing the spirit of ICEE – from the bold, recognizable flavours to the fun product formats that resonate with kids, teens and nostalgic adults alike. These products feel authentic to the brand, not forced, and that’s what makes the program work so well.

Bringing ICEE into the candy space expands the brand’s footprint at retail while creating new consumer touchpoints and impulse-driven moments. It transforms ICEE from a beloved frozen beverage into a broader lifestyle candy franchise, allowing fans to engage with the brand in new ways and in more places. This is exactly what great licensing is meant to do – amplify a brand’s presence, stay true to its DNA, and unlock incremental growth through smart, strategic partnerships.

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Chris Taday, Co-Founder, Licensing Link
While visiting Westfield in Sydney, I came across Peter Alexander’s Grinch Christmas collection – an excellent example of festive retail, blending nostalgic IP with bold, theatrical design. The Grinch – mischievous, iconic and instantly recognisable – collaborates with the retailer’s playful take on character merchandise in-store. The design features vibrant prints, cheeky poses and, of course, Max, his loyal dog. Available for adults, kids and even pets, the range taps into the family-matching trend. The in-store display is impressive, and the collaboration captures what holiday retail should be: joyful, theatrical, and, of course, commercial. It makes the green anti-hero a seasonal must-have on the Australian high street – kitsch at its finest.

Ian Downes, Director, Start Licensing
As a fan of a football team outside of the Premier League, you can feel a little neglected licensing and merchandising-wise… A lot of licensing focus is given to the Premier League and the big-name teams that play in that league – and I understand and appreciate the economics behind this focus. However, I have always thought there is an audience outside of the Premier League for football-related licensed products and promotions… So I was delighted to see Panini launch the official English Football League (EFL) sticker collection in November. The collection featured all 72 EFL Clubs and was made up of 788 stickers. It was an integrated promotion with EFL clubs getting involved in promoting the product. There was even promotion for the collection on a designated match day – the players in the starting XIs that day were introduced ‘as seen’ on their sticker.

My understanding is that this collection was a resounding success and has sold out. It’s a good reminder that there are a range of fan audiences interested in good quality merchandise and smart concepts. A challenge is finding them and then being able to market a product to them efficiently. This Panini example shows with focus and planning, good results can be achieved. Roll on next season’s collection!

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Roz Nowicki, Global Head of Consumer Products, Miraculous Corp
How could you not love this adorable cosmetic collaboration with between Squishmallows and Snap Brands. Exclusive to ULTA, it captured perfectly the essence of the Squishmallows brand and created make-up that appeals to a wide range of demographics, just like the core product line! The packaging was fantastic with a chrome finish and stood out on shelf. My favourite items in the line are the adorable cosmetic bag and the press-on nails!

Antony Newton, Senior Partnerships Manager, Science Museum Group
The licensed product that has really stuck with me this year was the Sorel x Barbour collection. With an increasing trend towards brand partnerships being weird, confusing and designed primarily for viral click bait, it’s great to see a considered partnership that deliver something that makes sense and looks fab. Co-branding always work best when the two entities both bring strong, complimentary equity and Sorel’s reputation for quality product, twinned with Barbour’s iconic styling does just that.

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Maja Elliot, Director, Global Licensing, Toys & Games, Hasbro
I’ve found myself closely following the new Polly Pocket Collector launches this year, and it’s stirred up more nostalgia than I expected. Polly Pocket will always hold a special place in my heart – she was one of the very first brands I worked on when I entered the licensing industry. Now, watching from a distance as new collaborations like Polly x Wicked and Polly x Back to the Future debut feels genuinely special.

There’s something deeply satisfying about seeing a brand you once helped shape, continue to evolve in ways that surprise and delight. These latest partnerships strike a pitch-perfect balance between nostalgia and cultural relevance, taking the tiny, intricate worlds, I remember so vividly and reimagining them through the lens of today’s most beloved fandoms.

From my view, these collaborations are more than clever trend moments – they awaken that warm, familiar rush of childhood memories while still feeling bold, creative and new. Watching Polly Pocket grow into a collector phenomenon has been a reminder of how enduring a well-loved brand can be. It’s inspiring to see fans rediscover a toy that meant so much to so many, and to witness the brand continue to reinvent itself in ways that feel both unexpected and entirely true to its roots.

Carl Rush, Creative Director, Crush Creative
LEGO and F1. You don’t get much cooler than this collaboration, right? One of the stand-out launches for me this year has been the growing partnership between LEGO and Formula 1, particularly through the F1 Academy. This collaboration feels both playful, purposeful and authentic.

The introduction of Esmee Kosterman as the premiere driver for LEGO Racing in 2026 brings a brilliant narrative to life, pairing an exciting rising talent with a brand that has inspired generations through creativity. The bespoke LEGO Racing livery – designed to merge the adrenaline of motorsport with the imagination of brick building – is a perfect symbol of what this partnership represents: two worlds coming together to open doors for young fans, especially girls, in a space where representation is hugely needed.

This collaboration is not just about merchandising… It’s about expanding how fans experience the sport. The Las Vegas Grand Prix reveal encapsulated the sense of fun and ambition behind it all, with everything from LEGO bouquets on the F1 Academy podium to a pink LEGO themed Cadillac stealing the show. It’s a partnership that brings authenticity, imagination and broad appeal – and for me it’s one of the most inspiring crossovers of the year.

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Oliver Dyer, Founder, Skew
If nothing else, December’s late-entry licensing deal between OpenAI and The Walt Disney Company has to get a mention, partly due to recency bias on my part but mostly because it’s the most zeitgeisty of zeitgeist stories of 2025. Everyone is obsessed with AI. OBSESSED! And this story has something for everyone. For the AI boosters among you, this is a story of fandoms getting their hands on democratised tools to tell new stories. For the detractors, it’s a cynical move by a desperately over leveraged AI company to stave being made irrelevant by Google Gemini and getting sued out of existence by Disney.

Oh, but 2025 had One More Thing… (IYKYK). The sell-out Issey Miyake Apple iPhone Pocket. The Apple and Issey Miyake brands go way back – the design was reminiscent of the iPod socks from the early 2000s and the product drove the tech press into the same convulsions of confusion about fashion today as the socks did back then. I loved this purely for the whimsey. More please in 2026.

David Born, CEO, Born Licensing & Born to License
2025 was the year of the IP mash-ups. One of the outstanding examples was the Hello Kitty x TMNT McDonald’s Happy Meal. I’ve worked on a number of McDonald’s Happy Meals in my time, and I’ve experienced first-hand the amount of planning and approvals that goes into getting them to market. Adding an additional licensor to the mix can’t have been easy, but the extra work was no doubt worth it. Hello Kitty dressing up as Raphael and Cinnamoroll as Donatello – that’s licensing gold!

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Damian Treece, Senior Licensing Manager, Bravado
As anyone who has listened to me bang on about it, I genuinely don’t think anyone has done licensing and brand extension better than the Guinness team this year. Everything from their second drop with Art of Football, expanding through the supermarket with the Higgidy Steak & Guinness pie, more brilliant ‘Lovely Day for Guinness’ stuff with UN:IK Clothing and rounded out with an amazing execution with Primark. Everything a natural and authentic fit.

James Oddy, Co-Founder, Vize
First up: LEGO x F1. Both brands are on fire, so their team-up felt inevitable – a whole new storytelling universe waiting to happen. What I love is how multi-generational it is: from DUPLO to City to Speed Champions, everyone gets to build their own race weekend. And it goes way beyond retail too, popping up in F1 Fan Zones, engineering experiences and loads of digital content. It blends sport, community and creativity in a way that feels fresh for licensing.

Next: Universal Horror Unleashed. I can’t wait to visit when we’re in Vegas Expo next year. I’ve had a soft spot for Universal Monsters ever since we were asked by Universal to illustrate their back catalogue of classic monsters and their worlds during lockdown using just low res 100-year-old original film stills. Universal Horror Unleashed feels like that world brought to life – classic monsters, immersive sets, theatrical and chaotic. Honestly, it just looks like a great night out. On the subject of monsters, it feels like a really interesting moment for licensing, particularly as original novels such as Frankenstein move into the public domain.

And finally, my lesser-known gem: McDonald’s x Indie Toy Artists. After the “Happy birthday Grimace!” madness on TikTok turned a purple shake into a campy horror meme, the internet basically repackaged Grimace as a low-budget villain – and it blew up. As an 80s kid, he always freaked me out anyway, so seeing Gen Z run with it felt perfect. What’s fun from a licensing perspective is that the whole thing was community-made IP, and McDonald’s leaned into it by working with indie toy artists to create weird, wonderful, slightly unhinged Grimace collectibles… Easily one of the most unexpected – and most entertaining – viral licensing plays of the year.

Felicia Suchoza, Senior Manager, Licensed Consumer Products, North America, Hasbro
Working on product collaborations is truly a genuine pleasure, but I am always inspired by the creative brand partnerships that our industry creates. This year, I was honoured to be part of the amazing work our corporation did with the PIG announcement of Peppa’s baby sister, Evie. But one partnership really stood out to me was led by our Promotions team: Peppa Pig x Clear Blue. Storytelling is at the heart of everything we do, and this collaboration took that to the next level.

Clear Blue is not known for doing many collaborations, but I can see why they were on board for this. It was a joy to see the reaction on social and see how such frame-breaking partnerships really have an impact on the brand.

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Rosemary Callahan, Creative Project Manager, Fluid
A fave of mine this year has been Viz’s NANA collaboration with Vivienne Westwood! High-end collaborations can be a little bit of a logo slap sometimes, but I love how they developed fully structured garments and jewellery that marries up so nicely. I can’t wait to see what they do in the future!

Another one is Disney and Selfridges, with Harry Lambert x Disney Collection for Zara at Selfridges Corner Shop. The detail they have gone to in constructing garments that nod to silhouettes from animation is insane! To try a piece on and feel like you’re in an animation is next level – you need to check out the minnie shoes! Completely taking over the shop front even made a Grinch like me feel Christmassy this year!

Oli Stanton, Director of New Business Development at Global Merchandising Services
I love how Marshall connects great audio product with authentic music and cultural storytelling. The Marshall x Awake NY project shines a light on local New York creatives in a way that feels genuinely rooted; it’s so much more than just a product drop. It’s a year-long commitment to uniting creative communities, giving them a platform, amplifying each other’s brand stories, and doing it all with a meaningful give-back, supporting the Queens Teens Institute for Art and Social Justice.

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Marisa Morgan, Global Creative Lead, Licensed Consumer Products, Hasbro
First, adidas x Oasis. In July, I was lucky to catch one of the Edinburgh reunion shows and the Oasis effect was nothing short of electric (pun intended!). Bucket hats blanketed the city, the timed‑entry merch pop‑up hit capacity within minutes, and the adidas Firebird tracksuit dominated the streets – whole families sporting that unmistakable blue.

The adidas collab encouraged the need to participate in the ‘I-was-there-moment’ which snapped me straight back to 1996 yet felt entirely 2025: terrace casual silhouettes, full‑family sizing, and a flagship-store street party that stretched into a week‑long celebration. Nostalgia lit the spark; adidas’ product discipline turned it into commercial lightning.

Fast forward to December and Netflix’s Stranger Things’ Upside Down has swallowed Christmas. From a bloodred “gate” cracking open above Sydney Harbour to Madrid’s Hawkins-coded light display, the franchise has owned the season. From Pandora’s Demogorgon Charms to KFC “Stranger Wings”, to Casio Special Edition watches to B&M’s Viewing Party Snack Box, the category reach has been vast.

Mae Moran on our team was keen to experience it all, including the real time‑quest racing along London’s Oxford Street starting from the Primark Portal! What impressed us most was the cohesion: every touchpoint echoed core series lore, so shoppers felt more like participants than customers. It was a masterclass in how IP, retail theatre and global timing can redraw the holiday skyline.

Bookending the year – one turning summer Brit blue, the other bathing December in Hawkins-red – these two activations remind me why I love this industry: the right partnership doesn’t just sell product, it can make culture feel again.

Heidi Lightfoot, Owner, Heidi Lightfoot & Co
My picks for this year include the unexpected collabs we didn’t see coming, and certainly never knew we needed. KFC and Greggs together in a sharing bucket?! Crocs and Barbour?! I especially love the high-low combo. See the new Fortum & Mason festive flavours at Shake Shack, or the latest Anya Hindmarch universal bag flying off the shelves at Aldi. All brilliantly bonkers.

For a perfect match I loved the combination of Penguin Books and Thursday Dating, who hosted a singles event called The Book Pharmacy. A themed dating night with a literary twist, where participants received “reading prescriptions” for their dating dilemmas. Sadly it was only a one-off evening though. Sticking to the literary theme I absolutely love the new Mr Men Little Miss Agatha Christie Mysteries. I haven’t seen any products yet that feature Mr Poirot or Little Miss Marple, but when they come, I’ll be first in the queue.

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Amy Harbour, Head of Licensing & Commercial Partnerships, Science Museum Group
Never in my wildest dreams did I think I would be able to afford an Anya Hindmarsh bag, but that all changed in 2025 year with the Aldi x Anya Hindmarch collab with Anya’s utterly brilliant Universal Bag. There was lots of talk about a stampede to Aldi and I’m delighted to report I managed to pick up mine on my normal food shop the week of release. The bag is really good quality and features Anya’s famous eyes icon. The thing is I’m just not sure whether to show it off as much as possible or keep it locked away and clean for sentimental value. I really should have bought two!

Tim Collins, MD, The Brand Director
My vote as a long-time fan of motorsports goes to Louis Vuitton, TAG Heuer and Moet & Chandon (all LVMH brands). The sport has really matured in its approach to merchandising and collaborations, with both the teams and FOM finding innovative ways to connect with new and younger fans – as well as the die-hard petrol heads. The pop up at Selfridges this summer was a great experience with a range of new products and vintage pieces. With Landor Norris as our new British world champion, I’m sure we’ll see lots more.

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Paul Bufton, Founder, Licensed Ltd
It feels like we’re living in a time of amazing collabs and crossovers. On my recent trip to China I saw a couple of examples that really caught my eye and serve as inspiration to push boundaries for well-established properties in the higher end of fashion.

First up was a Harry Potter activation from 13 de Marzo that illustrated a whimsical combination of fashion and plush in their proprietary style. Across the range they mined the IP deeply for key themes and created a range that would appeal to superfans of all ages.

In the same vein, I also dropped into a BEAST store in Beijing – a novel concept of a florist incorporating fragrance, home furnishings and loungewear. Their on-going partnership with Hello Kitty is a masterclass in design-led brand extension that speaks to an aspirational audience in a highly competitive market.

Lucy Arguile, Licensing Executive, Reemsborko
This year has been full of incredible licensed products and brand collaborations, but the one that really stuck with me was Blonde Sheep Licensing’s Swizzels x Wild collaboration. Everyone has a favourite Swizzels sweet – a fond reminder to carefree days of your first set of ‘practice teeth’, long before dentist bills became a reality. Seeing those sweets transformed into Wild’s personal care range just made me smile – it felt playful and clever. I was especially taken with the Drumstick lolly scented deodorant (my Swizzels sweet of choice). The two brands just work so well together, adding fun to an everyday essential, while also keeping things planet friendly. A lovely range of products.

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Rob Bedford, Creative Director, Juiced
Lately, I’ve been loving what Toho has been doing with Godzilla. The Godzilla x Lacoste collab really stood out and seeing the Lacoste croc reimagined as the King of the Kaiju was such a fun touch. Also, the whole studio and I absolutely loved the Fortnite x The Simpsons collab. It was jam-packed with Easter eggs and seeing Homer with a shotgun was hilarious.

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Niamh Dixon, Art Director, Juiced
Picking up on Rob’s comment about The Simpsons in Fortnite, another crossover I really loved this year was Fortnite x KPop: Demon Hunters, especially the Demon Rush mode. What made it stand out for me was that it felt like more than just skins. The film’s influence, music and characters were actually built into the gameplay, so it felt fresh and fun rather than added on for the sake of it. Like The Simpsons crossover, it showed how licensing works best when the IP genuinely enhances the player experience and gives fans something new to dive into.

Ashley Siler, Director of Strategic Marketing, LMCA
Crocs has done such a great job. They stood out this year not because of one single collaboration, but because of how confidently they keep expanding into full-fledged lifestyle. They can elevate when it makes sense and naturally come back down to earth with the accessibility that made them iconic in the first place. Even looking back at prior collabs like Balenciaga, Bad Bunny, or MSCHF, the pattern is consistent: Crocs knows how to move across fashion, celebrity, and pop culture without losing the thread of who they are.

This year’s collaborations like the SLBS phone case and the Crocs x Touchland hand sanitizer case are small on the surface, but strategically on-point. They extended the brand into categories people use constantly and partnered Crocs with the “it” brands people are talking about… All while staying unmistakably ‘Crocs’.

Crocs is one of my favourite brands to study in the licensing space: they expand without diluting the core, proving that the best licensing isn’t about being everywhere, it’s about being consistently you wherever you show up.

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Arrthi Little, Founder of Arrthi Ltd & Creator of Cheeky Legends
Yo ho, me hearties! The LEGO Pirates of the Caribbean The Black Pearl set is at the absolute top of my list. My jaw dropped at the sight of that magnificent ship, complete with a little Captain Jack Sparrow LEGO figure. There has never been a more iconic character with his undeniable quirkiness – it all shines through, making you instantly fall back in love with a franchise you enjoyed so much! It was of no surprise the set sold out within hours at my local LEGO store. Savvy!