The Walt Disney Company has once again claimed the title of the world’s top licensor, generating an estimated $63 billion in retail sales from merchandise and branded products in 2024. According to License Global’s newly released 2025 Top Global Licensors report, the global licensing industry reached $307.9 billion in sales last year, marking a 10% increase from 2023. Disney accounted for more than 20% of that total, maintaining its long-held dominance despite flat growth compared to the previous year. The company’s vast portfolio of franchises—from Mickey Mouse and Star Wars to Marvel and Frozen—continues to drive consumer demand across apparel, toys, home goods, and experiential offerings worldwide.
The report reveals the licensing industry’s most powerful players, with Authentic Brands Group ranking second at $32 billion thanks to its ownership of brands like Reebok and Forever 21. Dotdash Meredith followed at $26.7 billion, leveraging its magazine empire including People and Better Homes & Gardens. Other top contenders included NBCUniversal ($17 billion), Hasbro ($16.1 billion), and Warner Bros. Discovery ($15 billion), with Pokémon, Bluestar Alliance, Mattel, and Sanrio rounding out the top 10. Collectively, these companies have driven over $1 trillion in retail sales over the past five years, underscoring the massive economic impact of brand licensing.
Key Trends Shaping Consumer Demand
Apparel remains the strongest growth category, with 70% of licensors identifying it as a major opportunity for 2025-26. Toys and games followed at 54%, while food and beverage licensing saw a dramatic rise in importance at 52%, reflecting brands’ expansion into supermarkets and restaurants. The report also highlights a generational shift in purchasing behavior: while millennials led licensed product spending in 2024 (28% of sales), Gen Z is projected to overtake them in the coming years, reaching 27% market share compared to millennials’ 24%. Gen Alpha—today’s youngest consumers—already account for 22% of sales, signaling the growing influence of kid-driven franchises.
Beyond traditional merchandise, successful brands are now creating integrated experiences that blend physical products with digital and real-world activations. Disney’s theme park collaborations, Warner Bros.’ Harry Potter studio tours, and Pokémon’s augmented reality games exemplify this trend. According to Ben Roberts, Content Director at License Global, today’s consumers prioritize products that foster emotional connections, nostalgia, and self-expression—factors that build loyalty even during economic uncertainty.
The Future of Brand Licensing
As Disney prepares for new releases like Moana 2 and Avatar 3, its licensing empire shows no signs of slowing down. Competitors are also doubling down, with Warner Bros. banking on its upcoming Harry Potter TV series and Pokémon continuing its global merchandise dominance. With Gen Z and Gen Alpha reshaping the market, expect more sustainable products, digital collectibles, and interactive shopping experiences in the years ahead. Whether through timeless characters or innovative brand extensions, the licensing industry’s ability to evolve ensures its $300 billion momentum will continue.
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