5 Key Takeaways from Brand Licensing Europe 2025

Searchlight regularly provides recruitment & executive search services to the brand licensing industry. It was therefore a pleasure to meet up with so many of our clients at Brand Licensing Europe 2025 last week. The event revealed how licensing continues to thrive as one of the most resilient sectors in global retail. Speakers shared how they are adapting to the changing market and new audiences. Here are our 5 key takeaways:

Europe’s Licensing Market is Thriving Across All Categories

The latest data from Licensing International, presented by Elizabeth Foster, Vice President of Content and Communications, Licensing International revealed that the global licensing industry grew by 3.7% in 2024 reaching a record $369.6 billion in sales.

Europe was a standout contributor to this growth, with the region rising 3.4% overall and demonstrating great resilience amid the global economic uncertainty. Western Europe had 2.0% growth while Eastern Europe surged 5.9%, signalling exciting momentum in the emerging markets. France led in corporate brands, the UK in characters and entertainment and Italy in music and sporting goods. Categories such as casino gaming, consumer electronics and sporting goods also saw sharp increases, reinforcing the need for brands to adopt region specific strategies and explore non-traditional licensing avenues to capture new audiences.

Immersive Experiences are Powering Consumer Choices

Speakers throughout the event highlighted the emotional pull of brands built on nostalgia and trust, especially in character, entertainment and corporate licensing. Consumers increasingly seek brands that tell a story and provide comfort of familiarity. The character and entertainment segment grew by 1.5% whilst corporate brands by 6% reflecting a strong need for authenticity and reliability. The rise of immersive and location-based experiences from travelling to exhibitions to pop-up stores is transforming how fans engage with brands. These experiences blend physical and digital worlds which create opportunities for long term consumer loyalty. With sports licences such as Formula 1 and UEFA partnerships gaining traction, experiences are becoming an essential part or modern brand strategy.

Local Expertise and Tailored Strategies Drive European Success

Europe’s licensing landscape is very diverse however its success depends on understanding each markets niche. Children’s preschool toys dominate in Germany, Pokémon continues to capture imagination in France whilst Italy’s love for football and collectables drives strong performance in sporting goods. Authenticity and localisation are vital for brand extensions, as consumers respond best when products feel relevant to their culture and lifestyle. Additionally, in-store experiences remain highly influential as 38% of consumers say displays are their top motivator for making purchases. As experiential retail evolves, storytelling, interactions and digital engagement will be key to sustaining growth.

Licensing Agents are Strategic Growth Partners

The ‘Licensing Agents 101’ session showed how licensing agents work behind successful brand programmes. Industry leaders Steve Manners, VP Global Marketing & UK Managing Director, Licensing International, Claire Potter, Founder, Metrostar Media Limited, Andrew Hodgson, Managing Director EMEA, LMCA and Gemma Waits, European Managing Director, Retail Monster, emphasised that licensing is not a quick win. It is a 12-18-month process which comes together through collaboration, research, strategic alignment. Agents help brands to define their purpose, identify growth opportunities and maintain authenticity across new categories and markets. Choosing the right partner as a brand means considering not only the experience and network but also the cultural fit and strategic insight. The best programmes are built on trust, transparency and patience supported by structured workshops and brand immersion exercise that ensure each extension aligns with core values.

Gen Alpha and the Future of Brand Engagement

Through the ‘Coolest Brands for Gen Alpha’ session we understood what brand loyalty means. Gaining feedback from over 30,000 children aged 7-14, the study found that Gen Alpha gravitates to brands that offer creativity and interactions. YouTube retained its top spot as the most trusted and influential platform whilst Jellycat and KitKat made impressive entries. They have capitalised on localised experiences, textile design and sensory appeal catering to Gen Alpha’s fascination with collectability. From Roblox items to plush toys this reflects a deep desire for personalisation and ownership. Brands that are successful with this generation are those that merge digital innovation, experiential retail and real-world storytelling, meeting consumers wherever they play, create and connect.