At Licensing Expo 2026, Licensing International President Maura Regan unveiled headline findings from the organization’s Global Licensing Industry Study, painting a picture of an industry that continues to show steady long-term momentum.
According to the study, the global licensing industry generated $389.8 billion in retail sales worldwide in 2025, representing 5.45% year-over-year growth. Regan emphasized that the consistent pace of growth is one of the industry’s greatest strengths, noting that licensing continues to outperform broader retail trends. Licensed products outpaced non-licensed retail growth globally, reinforcing the continuing consumer demand for trusted brands and recognizable intellectual property.
A major focus of the presentation centered on the growing importance of experiences within the licensing ecosystem. Regan pointed to the rise of location-based entertainment, immersive retail and branded destinations as evidence that consumers increasingly want to engage with brands in physical environments rather than simply purchase products online.
Regan supported InPark Contributor George Wade’s assertion that in-store experiences and location-based attractions are key drivers of engagement, particularly among Gen Z and Gen Alpha consumers. She noted that consumers are willing to visit physical retail locations when brands create meaningful or immersive experiences around them.
The study projected the global location-based entertainment market to approach $50 billion by 2033, underscoring the growing intersection between licensing and themed entertainment. Hotels, retail environments, immersive exhibitions and branded attractions were all identified as expanding opportunities for licensors and experience creators.
Geographically, North America remains the industry’s largest market, though the presentation pointed to accelerating growth across regions including Southeast Asia, Latin America and North Asia. Anime, gaming and social media-driven properties continue to gain market share alongside traditional film and television brands, reflecting changing consumer interests and the expanding influence of digital-native entertainment.
Sports licensing also emerged as one of the fastest-growing sectors, fueled not only by traditional leagues but also by newer sports organizations increasingly using licensing as a tool for fan engagement and brand extension. Video games, pet products and food and beverage collaborations were also identified as standout growth categories.
Throughout the presentation, Regan returned to one central message: the licensing industry remains healthy, globally connected and increasingly experience-driven. For the attractions industry, the findings reinforce the growing role licensing plays not just in merchandise, but in creating immersive environments that deepen emotional connections between brands and audiences.
