Ready, Set, Play: Kids’ Brands Go the Extra Mile at Licensing Expo

In toy departments packed with options, kids gravitate toward their favorite brands across toys, games, and collectibles. New and emerging IP, such as Netflix’s KPop Demon Hunters, is capturing young minds through unique characters and adventurous storytelling. Amid rising stars, classic, evergreen brands like Hello Kitty and Care Bears continue to capture kids’ hearts and attention. As licensing programs and collaborations expand, the toy department will see a boost in playsets, action figures, plush, and more. Here are 11 brands to watch at Licensing Expo this year.

KPop Demon Hunters is showing the licensing world how it’s done, done, done. The animated movie is Netflix’s most popular film of all time, with its song “Golden” spending eight weeks at No. 1 on the Billboard Hot 100. KPop Demon Hunters has also earned multiple industry accolades, including a Grammy, two Oscars, two Critics’ Choice Awards, two Golden Globes, and The Toy Book’s Pulse of Play Award for Entertainment Property of the Year.

The brand’s popularity continues to grow through collaborations with toy powerhouses like Mattel, Hasbro, Jazwares, and Funko, which scored the Viral Hit of the Year Pulse of Play Award for its Pop! Vinyl figures collection. HUNTR/X fans can also expect new products from The LEGO Group, Moose Toys, Hot Toys, Spin Master, and more in the coming months. Licensing Expo’s opening keynote, “The Netflix Effect on Fandom: A Fireside Chat with Marian Lee, Chief Marketing Officer, Netflix,” takes place at 10 a.m. on May 19 in the License Global Theater.

Visit Sony Pictures Animation in Booth No. N214

Fuggler, “funny ugly monsters,” continues to carve out space in the collectibles aisle with its signature “ugly-cute” aesthetic. The brand is growing through licensed collaborations with Teenage Mutant Ninja Turtles, The Lord of the Rings, DC, SpongeBob SquarePants, and Gremlins.

Cloudco Entertainment’s Care Bears join the fun with Fuggler plush of Cheer Bear, Grumpy Bear, Share Bear, and Togetherness Bear, rolling out this year.

Visit ZURU in Booth No. C78

Say “hello” to Sanrio’s flagship character and her crew of loyal friends. Hello Kitty never goes out of style and continues to drive global licensing momentum across toys and games, collectibles, apparel, and accessories.

Recent collaborations and partnerships have spawned products featuring Hello Kitty, Kuromi, My Melody, and other Sanrio pals from Jazwares, Igloo, and Converse. Even Pop Mart’s Labubu teamed up with Hello Kitty, proving this brand isn’t saying “goodbye” anytime soon.

Visit Sanrio in Booth Nos. C80, H80, J77, and J82

Minecraft continues to bring more brick-themed adventures to its devoted fanbase. Following the box-office success of A Minecraft Movie, a sequel is slated for July 2027.

Disguise, a division of JAKKS Pacific, renewed its multi-year licensing agreement to bring more costumes and accessories inspired by the video game franchise. The company will also develop products to support the anticipated sequel.

Visit Minecraft in Booth Nos. J98, J100, and J103

Special agents Sam and Kit are traveling the world to solve exciting mysteries and to appear in kids’ toy boxes. From Sony Pictures Animation, and streaming on Netflix, The Creature Cases is an animated series featuring science facts, detective work, and animal adventures.

PMI Kids’ World recently launched the brand’s first toy line, including the R.O.N. Jet Playset, CLADE Cycle, and Mice Squad Van.

Visit Sony Pictures Animation in Booth No. N214

Godzilla is making roaring returns on and off the screens. Apple TV’s Monarch: Legacy of Monsters returned for a second season this year, featuring sightings of Godzilla, Kong, and Titan X. Upcoming releases include Godzilla Minus Zero (Nov. 6) and Godzilla X Kong: Supernova (in production).

In toys, Playmates Toys, Bandai Namco Toys & Collectibles America, and others continue to support the brand, while IDW Publishing plans a Sonic the Hedgehog X Godzilla comic book series, with the first issue launching this summer.

Visit Toho International in Booth No. D82

Care-A-Lot’s famous residents return to spread their messages of kindness, empathy, and friendship through Cloudco Entertainment’s global Care Bears licensing program.

As a master toy partner, Basic Fun! brings pop-culture crossovers with notable brands like Universal Monsters, Wicked, Stranger Things, and Harry Potter. Additional collaborations with Wow! Stuff, PMI Kids’ World, ZURU, and Ravensburger further extend the brand at retail, and the next wave of deals will happen at Licensing Expo.

Visit Cloudco Entertainment in Booth No. C170

The Straw Hat Pirates sail the licensing seas with a new wave of products on deck. From its origins as a Japanese manga, One Piece spans anime, live-action, and more, with a boatload of toys and collectibles plus a hit trading card game in tow.

This year, Hasbro brings the action through its NERF collection, including the Going Merry Blaster and three foam katanas inspired by Roronoa Zoro. Moose Toys joins the high-seas adventure with a range of plush, collectibles, and action figures tied to the franchise.

Visit Toei Animation in Booth No. J122

The horrors of Playtime Co. are becoming familiar in the toy department. The Poppy Playtime video game series follows an

ex-employee who returns to the factory years later in search of their missing coworkers. The latest installment, Poppy Playtime Chapter 5, launched for PC on Feb. 18, with console versions expected later this year. Building on its success, Mob Entertainment debuted a new storefront and is launching an action figures line with McFarlane Toys.

Visit Mob Entertainment in Booth No. K236

Strawberry Shortcake returns, and she is sweeter than ever! The berry-themed character has a fresh new look and will appear in new CG-animated content designed for young audiences. Future animations will feature familiar themes like baking and friendship.

Alongside new content, Strawberry Shortcake recently joined MGA Entertainment’s L.O.L. Surprise! line, adding berry-sweet touches to the collectibles brand, which remains a retail staple through collaborations with The Loyal Subjects, Loungefly, Bioworld, and additional partners.

Visit WildBrain CPLG in Booth No. J204

Cutesy creates digital content to connect audiences through the power of laughter and imagination. Founded by renowned illustrator Jerrod Maruyama and toy industry veteran Hugo Stevenson, Little Corgi Cuties posts animated shorts, GIFs, and artwork across its various social media platforms. Little Corgi Cuties is moving from online content to IRL merchandise through its partnership with Kaufman Licensing and Cra-Z-Art. With 156 CGI shorts and 208 animated GIFs coming later this year, this corgi is sure to bring fun to its audiences.

Visit Cutesy in Booth No. A220

A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!

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