For decades, Sanrio has built one of the world’s most recognizable character brands through storytelling, partnerships, and consumer products. At the center of that success is Hello Kitty, a global icon that has connected with generations of fans through categories like plush, apparel, and collectibles. In 2023, Sanrio expanded

When millions of fans travel across borders for a global sporting event, they aren’t just watching the competition. They’re discovering culture. The 2026 FIFA World Cup has already shown that some of the biggest brand moments happen outside the stadium. International visitors have gone viral documenting their first

With Warner Bros. Discovery set to become part of the Paramount empire and last week’s news that All3Media and Banijay are merging, what impact is this likely to have for licensing? For studios with fewer properties that generate licensing opportunities, it could be a good thing. The new combined

For many licensed brands alcohol very clearly sits on the ‘no’ list. And this is not surprising given how many brands sit in the kids space or look to appeal to the wider family audience.  However for adult-targeted brands, alcohol collaborations can make a lot of sense, especially if it

Last week it was announced that a Game of Thrones prequel will be coming to London’s West End. When you look at the West End and Broadway over recent years, there definitely seems to be a trend for film and TV IP being translated to the stage, or getting

KPop Demon Hunters truly is a phenomenon, and one that no one really saw coming. But even though in licensing almost everyone has been a little late to the party, retailers are now beginning to see the start of the product avalanche. Some retailers were able to get clothing and