Pokémon, Bluey, Disney, Minecraft, Nintendo, and KPop Demon Hunters lead the list of licenses that manufacturers most want to work with in 2027, according to License Global’s The Leading Brand Manufacturers 2026 report. The Brandscape section surveys manufacturers on their most successful current licenses, new licensing deals, and the intellectual property they hope to secure for the year ahead.
Pokémon takes the No. 1 spot on the most-desired licenses list, followed by Bluey at No. 2, Disney at No. 3, Minecraft at No 4., and Nintendo rounds out No. 5. Harry Potter, The LEGO Group, KPop Demon Hunters, Frozen, and One Piece also appear in the top 10. KPop Demon Hunters ranks No. 8 after placing No. 3 on the list of new licenses manufacturers obtained in 2026.
Disney leads the list of manufacturers’ new and most successful licenses for 2026. One Piece also entered the top 10 most successful licenses for 2026. Chiikawa and Mofusand made their first appearances on the report’s top 10 lists, ranking No. 2 and No. 7, respectively, among new licenses obtained this year. Both characters originated online
The report also identifies toys and games as the leading opportunity category for licensed consumer products in 2027 and beyond. Forty percent of manufacturers surveyed selected the category, up from 24% and placing it third in the previous year’s report. According to Circana data cited by License Global, U.S. toy industry dollar sales increased 17% in the first half of 2026 compared with the same period in 2025, marking the industry’s strongest first-half performance in six years. Licensed toys outperformed the broader market, increasing 24% and accounting for 39% of total toy sales, a gain of two share points year over year.
Manufacturers noted that up to 25% of licensed products target “kidult” consumers; only 9% ignore consumers ages 18 and up. Millennials (67%) and Generation Z (64%) are the target demographic of manufacturers, but Generation Alpha is close behind, they said, with 45% of the focus. Generation X is not forgotten, with 41% of manufacturers’ concern.
License Global’s survey also found that mass retail accounted for the most sales activity for manufacturers’ licensed consumer products, cited by 62% of respondents. E-commerce followed at 48%, while specialty retail accounted for 42% and dedicated retail accounted for 29%.
The new edition of The Leading Brand Manufacturers includes Brandscape research, a directory of nearly 500 manufacturers, and a list of 29 retail all-stars. Learn more at licenseglobal.com.
