The toy industry is finding a new rhythm as music icons take center stage in the collectibles market. Driven by nostalgia, fan loyalty, and strategic licensing, toymakers increasingly ink deals to bring beloved artists into playrooms and collectors’ displays.
Global Merchandising Services is one company fostering the jump from the stage to the shelf. Based in Los Angeles and London, it builds and manages licensing programs for musicians, entertainment brands, and cultural icons.
“We’re seeing an exciting surge in the integration of music, toys, and collectibles, with a growing appetite for unique and immersive fan experiences,” says Lisa Streff, Global Merchandising Services’ SVP of Licensing & Brand Development, North America. “We carefully collaborate with the licensee to strike the right balance between limited-edition exclusivity and broader retail availability. Our goal is to offer core fans a truly special and exclusive experience with limited-edition items, while ensuring that these products are accessible to a wider audience. By doing so, we can engage the most passionate fans while reaching more casual or passive collectors looking for something unique.”
Brands like Funko, McFarlane Toys, and NECA lead the charge, regularly expanding their assortments with new items inspired by a diverse array of contemporary and classic bands and artists.
Meanwhile, Medicom Toy Corp, Rubber Road, and Hornby Hobbies are among other licensees creating unique items spanning collectible bears, ducks, figures, and die-cast vehicles. Super7 has carved out space with meticulously detailed action figures celebrating punk and rock legends, including Ghost’s Papa Emeritus III and the members of Mötley Crüe. “Super7 is delivering some incredible collectibles with their ReAction and Ultimates! action figures,” Streff adds.
With a broad spectrum of entertainers, much thought goes into who to license, and how. “When selecting artists or bands for toy and collectible collaborations, we look for those with strong visual identities and larger-than-life personas that naturally lend themselves to the collectible space,” Streff explains.
MICS, MOLDS, AND MARKETING
“Music licensing deals play a significant role in shaping the types of products we create, as they allow us to develop merchandise that authentically represents each artist’s unique brand and image,” Streff says. “The approach varies … but our focus is always on creating products that resonate with their identity and connect with their audience in a meaningful way.”
Manufacturers are equally thoughtful in fostering a creative symphony between musicians, toy designers, and fans. “Sometimes the inspiration comes from the fandom — what we know fans ask for,” says Ashley Anderson, Director of Integrated Marketing at Super7. “Other times, we’re longtime fans, and it starts with our passion for the artist.” This blend of fan-driven demand and personal enthusiasm ensures that each figure resonates deeply with audiences.
For companies like Super7, that fandom can span generations, including artists with careers across distinct eras hitting unique artistic notes. “The Godfather of Shock Rock,” Alice Cooper, has a striking persona, making him an ideal choice for immortalization in figure form with vibrant packaging artwork. “This often makes it tough for collectors to take our figures out of the packaging,” Anderson says. “They’re more than just musicians — they’re characters in their own right. That theatricality and distinct style translate perfectly into what we do. With Alice, you get horror, glam, and rock in one package.”
Addressing the challenges of developing figures of music legends, Anderson highlights the balance between accuracy and creative interpretation. “You’re working with real people who have a strong legacy, so accuracy and respect are critical — but there’s also room to interpret their stage personas through the Super7 lens,” she explains. “And at times, you are dealing with an estate, so you must ensure you uphold what they want that legacy to be.”
The response from fans has been overwhelmingly positive. “We see crossover appeal — people come to us because they’re toy collectors and find themselves collecting their favorite musicians, while others are lifelong music fans who are picking up their very first action figure because it’s someone they’ve admired for decades,” Anderson shares. “That blend of audiences is one of the most exciting parts of doing these collaborations.”
Anderson says that artist involvement varies. “Some are super hands-on, giving input on the accessories, outfit choices, etc. Others are just excited to see the finished product and help promote it when the time comes.”
One of Super7’s latest hits is a 5.5-inch “Vintage” Action Figure of Lemmy, the legendary Motörhead frontman. With a beefy, Masters of the Universe-like stance, this is a new Lemmy form factor following earlier offerings in the ReAction and Ultimates! lines.
A SOUNDTRACK TO SALES
As music and toys become cross-generational opportunities to connect with kids and kidults alike, the onslaught of new releases continues to strike a chord with retailers as they look to keep audiences in the front row — and the checkout lane — for years to come.
“We’re seeing strong performance across all retail channels. Our products are being placed in mass retailers, specialty shops, and dedicated e-commerce stores, and each is performing well,” Streff says. “Notable partners like YouTooz, Knucklebones, and Super7 have helped expand our reach across these channels. Because we’ve built partnerships with both mass and specialty retailers, our products are widely available and continue to see equal success across the board, ensuring that fans can find and enjoy our collectibles no matter where they shop.”
We’re seeing strong performance across all retail channels. Our products are being placed in mass retailers, specialty shops, and dedicated e-commerce stores, and each is performing well."
ROCKING WITH ICONS
With Licensing Expo opening its doors this week, there’s no doubt that new deals will be struck. In the meantime, Global Merchandising has big plans for artists such as Iron Maiden, Rob Zombie, and “The Prince of Darkness,” Ozzy Osbourne.
“As we celebrate Ozzy Osbourne’s highly anticipated ‘Back to the Beginning’ farewell event at Villa Park in Birmingham, U.K. on July 5, 2025, we’re excited to unveil a range of exclusive collectibles that will pay tribute to his legendary career,” Streff says. “Our longstanding partnership with Funko will continue with stylized Pop! figures, while McFarlane Toys will release detailed articulated figures that capture Ozzy’s iconic persona. Additionally, Castline will offer die-cast figures and vehicles to mark this milestone. These collaborations align with this event and will coincide with key album anniversaries, bringing fans new and exciting ways to connect with Ozzy’s legacy and giving them a piece of rock history to cherish.”
Those anniversaries include the 45th anniversary of Blizzard of Ozz, the 30th anniversary of Ozzmosis, the 15th anniversary of Scream, and 5th anniversary for Ordinary Man.
“This is going to be a very emotional show for me. How lucky am I that I get to share the stage one last time with many of the friends I’ve known and toured with throughout my career and do it in the city where it all began? And especially, to be able to say goodbye and thank my fans, who are the ones that gave me this unbelievable life, means more to me than anything,” comments Ozzy Osbourne. “We’ve also got some amazing new merch from Global Merchandising that I know you’re going to love, including some limited-edition items. ”
We’ve got some amazing new merch from Global Merchandising that I know you’re going to love, including some limited-edition items."
As for Iron Maiden, the band heads out on its Run For Your Lives World Tour next week, and fans can look forward to a range of premium collectibles featuring 50th Anniversary logo art.
This fall, Trick or Treat Studios will release new Halloween masks, including styles inspired by Iron Maiden’s “Eddie” mascot and Ghost and Rob Zombie. Additionally, the company is expanding its offering based on Zombie’s cinematic universe, with figures from House of 1000 Corpses and the director’s 2007 take on Halloween. “We only went into action figures in the last couple of years,” says Alyson Furst, Trick or Treat Studios’ Marketing and PR Manager, noting that the new figures shown at Toy Fair this year are “pretty highly anticipated.”
NEXT UP ON THE PLAYLIST
Just as artists are mindful of leaks ahead of new album and single releases, both Streff and Anderson are staying tight-lipped on what’s next. But with a strong track record and constant innovation, it’s a safe bet that it’s gonna rock.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!
Want The Toy Book delivered straight to your desk? Subscribe here and never miss a beat in the world of toys and play! Get seven big issues in print each year.
