Kids’ relationship with intellectual property is evolving faster than ever, and brands are fighting to stay ahead of the curve. Just in time for Licensing Expo, The Insights Family is releasing its latest report with real-time data so licensors can stay close, learn, and respond just as quickly.
Power Moves in Licensing 2025 studies 80,000 families across the Americas, APAC, and EMEA regions to provide insights on the fastest growing IPs, current consumer behaviors, and product demand among kids ages 3-18. Equipped with this in-depth data, brands can shape their strategies to take advantage of emerging opportunities while minimizing financial risk.
The report stresses the importance of evolution and diversification. Platform-native IPs vastly outperformed traditional broadcast properties in the collectibles sector, demonstrating how brands must become cross-platform ecosystems to meet kids where they are. BBC’s Bluey, with its relatable storytelling and emotional themes, continues to defy traditional age brackets. As such, Bluey allows its licensing to “age up” alongside its audience, opening the door to expansion and extending the brand’s household life.
New licensing opportunities in food and drink, beauty, and greeting cards continue to gain momentum, but the study finds timing can make or break an IP. Disney’s Inside Out 2 was released during the post-pandemic era and tapped into the culture’s growing focus on emotional well-being. Beijing Enlight Pictures’ Ne Zha also utilized national sentiment during its launch, harnessing a wave of national pride following the Lunar New Year celebration. Ultimately, even the smallest brand can explode overnight if speed, timing, and relevance are on its side.
The Power Moves in Licensing 2025 Report is available for download now. For more information, professionals can visit The Insights Family at Licensing Expo 2025 from May 20-22 at booth No. N251.
