From Frights To Flights: This Year’s Hottest Brands Take Off At Licensing Expo

As kids discover new favorites and reconnect with familiar ones, their demand for immersive brand experiences grows. Today’s top IPs are expanding beyond traditional toys, making their way into apparel, publishing, and digital spaces. From emerging brands like Deddy Bears and Iyanu to enduring icons like Peanuts and PAW Patrol, these brands capture imaginations across generations. As licensing partnerships grow, expect these properties to pop up everywhere — from retail shelves to toy boxes and closets to classrooms and screens — shaping how kids and families engage with their favorite characters in the year ahead.

BBC Studios’ Bluey continues to dominate kids’ and caregivers’ hearts and minds worldwide. Moose Toys leads the charge as master toy licensee, expanding its range this year with a  Supermarket Playset, Chat Mates, and more. Meanwhile, MGA Entertainment’s Little Tikes has unveiled its Grannies Car Coupe, letting kids act like their own grannies in an identical push-pedal toy car. Additional licensees include TOMY, Horizon Group USA, The LEGO Group, and many more.

Visit BBC Studios in Booth No. N204

Food and drink brands are big players in the toy department. Kellanova’s Kellogg’s family of brands, including Raisin Bran, Honey Smacks, Frosted Flakes, Corn Pops, Apple Jacks, Rice Krispies, Cheez-It, Pop Tarts, and Eggo, are poised for fresh collabs, with some, such as pool floats from Sunny Days Entertainment, rolling out this year.

Visit Beanstalk in Booth No. G124.

Pembe, the lovable pink cat, is making big moves in the licensing world. Represented by The Sharpe Matrix Licensing Group, this charming character from Denmark expands into toys, apparel, publishing, and more. License 2 Play showcased an adorable Pembe line at Toy Fair, marking the brand’s first foray into the toy aisle. Pembe has a heartwarming appeal and quickly becomes a standout name offline after several years of dominating Giphy downloads. As the brand grows, expect Pembe to delight fans across multiple categories, bringing its message of kindness, curiosity, and adventure to homes everywhere.

Visit The Sharpe Co. in Booth No. A134

Snoopy is turning 75, and there are a lot of birthday gifts for the celebration! Aurora World has launched Astronaut Snoopy into the Smithsonian giftshops, and Igloo has a series of coolers and tumblers featuring Woodstock, Snoopy, and the Peanuts gang. Loungefly has released a series of backpacks, wallets, and accessories. At the same time, OOLY has a collection for crafty kids and kidults consisting of pens, notebooks, and stickers, and Plus-Plus USA has inked a deal to bring its blocks into the fandom. There is no limit to where a fan might find Snoopy, Lucy, or Charlie Brown — once you’ve gone into space, even the sky isn’t the limit!

Visit Peanuts Worldwide in Booth No. G204

Following international growth, Deddy Bears, the creepy-cute plush line blending horror and huggability, made a spine-chilling splash at Toy Fair. Known for its spooky aesthetic and playful edge, the brand expands beyond toys with new licensed footwear and books, bringing its twisted charm to fashion and storytelling. Their growing popularity was cemented with a Collectible of the Year win at the 2025 Toy of the Year Awards for the Deddy Bears Plush in Coffin by Innov8 Academy. With frightfully fun designs and cross-category appeal, Deddy Bears continue to haunt shelves and hearts alike, captivating fans with their adorably sinister style.

Visit Deddy Bears in Booth No. H226.

The Five Nights at Freddy’s (FNAF) phenomenon shows no signs of slowing down. With a blockbuster movie and a sequel on the horizon, a thriving game franchise, and a passionate fanbase, the brand from Scottgames continues to dominate the horror-licensing space. Jazwares is expanding its toy line with new collectibles and playsets, while Fanattik is rolling out a range of officially licensed gifts and accessories. As FNAF moves further into mainstream entertainment, expect to see more merchandise, from apparel to home decor. With its many sequels and gripping lore, Five Nights at Freddy’s proves that horror, and Freddy Fazbear, are here to stay.

Visit Striker Entertainment in Booth No. M226

Kids and their caregivers love to see Puppies at Work, and Chase and his friends are happy to oblige. With a third movie on the way and a refreshed TV series, Spin Master is all in on PAW Patrol, with plush, collectibles, and playsets for kids and fans. Crayola is also expanding its Scribble Scrubbie collection with new PAW Patrol items, letting kids color and wash their puppies again and again.

Visit Spin Master in Booth No. J192 and Paramount Global in Booth No. O180.

Source: Crayola

Peppa Pig’s popularity has not waned! Following the brand’s 20th anniversary last year, the show entered season 10 in March, setting the Internet ablaze with the announcement that the family will expand. Mummy Pig joined Kylie Kelce on Not Gonna Lie earlier this year to make the announcement. The show even published an ultrasound. Aurora World is expanding its plush line with a suite of Peppa Pig collectibles, and Hasbro has a full line of toys to accompany the growing family of five.

Visit Hasbro in Booth No. G170.

The wildly successful Netflix show set in the 1980s (and heavily influenced by Dungeons & Dragons) will wrap this year. Six episodes of season 5 of the Netflix hit will stream Oct. 10, with the final two episodes dropping in time for the holiday weekend Nov. 27. Jazwares leads the journey into The Upside Down as master toy licensee with a series of detailed action figures, vehicles, and playsets sure to delight ‘80s babies and Generation Alpha alike.

Visit Jazwares in Booth No. S212.

Inspired by Nigerian culture, music, and mythology, the animated series Iyanu follows a brave orphan in the kingdom of Yorubaland. When a looming threat awakens divine powers not seen since the Age of Wonders, Iyanu teams up with her friends Biyi, Toye, and a magical leopard named Ekun. Together, they embark on a quest to defeat the rising evil and uncover Iyanu’s destiny. The series debuted on Max in March and is set to captivate audiences and make a splash in the licensing space, starting with Kidazzle, the master toy licensee.

Visit Lion Forge Entertainment in Booth No. D189.

A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!

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