Brand Licensing Europe opens amid global industry growth

The Brand Licensing Europe (BLE) event has opened, highlighting significant growth in the global licensing industry and new strategic directions for major brand owners. Data from Licensing International indicates the global licensing industry has grown by 5.45% to reach $389.8 billion. In Europe, sales of licensed merchandise and services reached $82.4 billion in 2025, a 3.8% increase. Character and entertainment remains the largest IP type in Europe, accounting for 53.5% of sales.

Regional growth was noted across major European markets, with the UK seeing a 7.2% increase to $19.2 billion, Germany growing 5.3% to $14.6 billion, and France reaching $8.1 billion. Italy reported $5 billion in sales. Notable sector increases include publishing, sports, and food and beverage.

At the event, Hasbro is showcasing a franchise-first approach to licensing and consumer products. The company is focusing on building connected franchise ecosystems for brands such as Transformers, My Little Pony, Magic: The Gathering, and Dungeons & Dragons. Hasbro's current priorities include collaborations in collectibles, fashion, gaming, and publishing to create more engagement opportunities for its global fan base.