by Ella Haynes, Event Director, Brand Licensing Europe
For nearly a century, toys have been the beating heart of the children’s consumer products market, and licensing has been one of its most powerful engines. Across Europe and beyond, the world’s biggest toy successes often stem from the world’s biggest brands. Nowhere is that connection more visible than at Brand Licensing Europe (BLE), the continent’s leading meeting place for toy retailers and manufacturers looking to discover IP that can inspire the next generation of must-have products.
BLE returns for its 27th edition this fall, and this year brings a new opportunity: BLE launched an open call for speakers, inviting retailers, manufacturers, brand owners, and trend specialists to apply for a place on the License Global Main Stage. The deadline is July 31, and applications are open at brandlicensing.eu/about/call-for-speakers.
One of last year’s most popular sessions — the exclusive European market data presentation from License Global and Licensing International — returns on day one. For anyone in toys, it offers a timely look at what’s shaping the market.
THE MARKET UPSWING
At London Toy Fair earlier this year, Circana confirmed what the industry had been waiting for: The U.K. toy market returned to growth after six years of decline and stagnation. In 2025, sales rose 6% year over year, bringing the market to £3.9 billion (approximately $5.3 billion).
Licensing played a decisive role in that recovery. Licensed toys grew 16% year over year and now represent 38% of all toy sales — the equivalent of £2 out of every £5 spent on toys in the U.K.
That marks a strong performance in an era when families continue to watch their budgets closely due to the high cost of living. But history shows that even in tough times, parents and caregivers still want to treat their children, and trusted brands offer reassurance, value, and emotional connection.
TRENDSPOTTING
Kidults, Collectibles, & Blind Boxes
The kidult phenomenon continues to reshape the market. According to Circana, 76% of adults bought a toy for themselves or another adult in the past year, and the segment now accounts for 31% of total toy spend, worth £1.2 billion ($1.6 billion).
Collectibles are a major driver. The category grew by 12% in 2025, accounting for 17% of total spend and 22% of all toys sold. The rise of APAC-influenced pop culture — from Pop Mart to Miniso and ActionCity — has accelerated demand for blind-packed and mini-figure formats that appeal to kids and adults.
Entertainment Properties
Film-inspired toys accounted for 16% of all U.K. toy sales last year, up 11%, fueled by hits such as The Minecraft Movie, Lilo & Stitch, and Jurassic World.
The next 18 months look even stronger, with major releases including Toy Story 5, Star Wars: The Mandalorian and Grogu, The Super Mario Galaxy Movie, Moana, Spider-Man: Brand New Day, and Masters of the Universe — the subject of last year’s BLE keynote. Each franchise brings multi-generational fandom and significant merchandising potential.
Press Start: Video Game IP
Video game-inspired toys surged 47% last year, driven by evergreen franchises such as Minecraft, Fortnite, Pokémon, and Sonic the Hedgehog. The pipeline continues to strengthen.
At London Games Festival’s Screen Play conference, Ubisoft’s Helene Juguet noted that nearly 25% of all films in production for the next few years are based on video games. That crossover will continue to deliver powerful knock-on effects for future toy demand.
Innovation, Narrative, & Storytelling
Europe’s declining birth rates mean the traditional toy audience is slowly shrinking. To stay relevant, brands must innovate through storytelling and world-building.
A standout example is Hasbro’s introduction of Baby Evie into the Peppa Pig universe last year. The narrative shift unlocked fresh consumer product opportunities and renewed engagement. Expect more brands to follow with new characters, story arcs, and extensions designed to spark play.
Cross-Generational Nostalgia Play
From Star Wars and Doctor Who to Peanuts and Barbie, families increasingly share fandoms. Parents and children are turning screen moments into play moments, creating a powerful emotional loop that strengthens demand for licensed toys across generations.
JOIN THE INDUSTRY AT BLE 2026
Brand Licensing Europe takes place Oct. 6-8, 2026, at Excel London. Registration is free for toy professionals at BrandLicensing.eu.
Whether you’re sourcing new IP, scouting trends, or looking to understand the forces shaping the future of play, BLE is where the worlds of toys and licensing come together.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
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