Top trends powering the $390bn global licensing industry and how giftware can max the opportunities

By Ella Haynes, Brand Licensing Europe event director

In less than three months 11,000 European licensing professionals will unite at Brand Licensing Europe (6-8 October, Excel London), so let’s explore some of the trends powering the $389.8 billion* global market as well as some of the more creative and unexpected giftware brand collabs we’ve enjoyed recently.

Branded giftware trends

Culture, comfort and collectability; three themes dominating giftware. Most of the standout collaborations I’ve noticed recently fit into one of these categories, with more specific trends including:  

·       Kidult (encompassing culture and collectability) continues to boom: The kidult trend shows no sign of slowing. 76% of adults bought a ‘kidult’ product for themselves or another adult last year and the market is now worth £1.2bn and 31% of total toy spend. Collectables grew 12% and now account for 17% of spend and 22% of all toys sold. APAC‑influenced pop culture - from Pop Mart to Miniso (both attend BLE) - continues to fuel demand for a wide range of consumer products including collectables, blind boxes and premium mini figures, which provide an irresistible dopamine hit, naturally tie to fandoms and inspire widespread social sharing. Kidult also embraces brands like Pokémon, Squishmallows and Jellycat loved by tiny people and grownups alike.

·       Museums and heritage blossom: When it comes to brand collabs, the European museums and heritage sector is truly blossoming. More institutions are recognising it’s possible to protect and respect their archives AND be innovative and creative.

 

Early leaders include the UK’s V&A and Natural History Museum, and the latter’s partnership with paint brand Farrow & Ball in 2019 was genuinely groundbreaking for the category. The Netherlands’ Van Gogh Museum has also consistently pushed boundaries with collabs including Vans, Pokémon and Floral Street.

 

Creative consumer products are a powerful commercial engine for the sector, driving revenue and audience acquisition, so it’s no surprise BLE will host its biggest museum and heritage offering ever with new brands including Tate Modern and National Trust for Scotland.

·       Nostalgia and cross‑generational play: Another trend that refuses to fade. From Star Wars and Doctor Who to Peanuts and Barbie, families increasingly share fandoms to create a powerful emotional loop that strengthens demand for consumer products across generations.

·       Personalisation, expression, inclusivity & identity: The trend and consumer desire for personalisation and customisation is not slowing down, and conversations around inclusivity are getting louder. We’re seeing rising demand for gender-neutral designs, and products that are accessible to and respectful of neurodivergent people and those with accessibility requirements. 

 

Creative, conversation-starting gifting collabs

If you're looking for unexpected, inspirational giftware collabs, look no further:

1. Cath Kidston × Moomin
A super mash up of iconic British and Finnish brands - Cath Kidston and Moomin - resulted in a range of gifting products that reflect strong heritage storytelling with huge cross-territory appeal.

2. Rituals × Rijksmuseum (Amsterdam Collection)
This collab isn’t brand new, but it was refreshed and reinvented in 2025 into a considered, premium gifting, fragrance and body-care collections with Rituals drawing from Dutch cultural heritage and Rijksmuseum-inspired Delft aesthetics.

3. Estée Lauder × Ladurée
A standout example of how two more iconic brands from completely different categories created genuine gifting appeal. Ladurée’s instantly recognisable Parisian macaron aesthetic was paired with Estée Lauder's beauty expertise to create a highly collectable gift collaboration.

4. Moleskine × Gaudi’s Casa Batlló
Premium stationery brand Moleskine has collaborated with many brands over the years but teaming up with, what is essentially, an architecture ‘brand’ - Gaudi’s Casa Batlló - was quite an eye opener and Moleskin successful translated the famous Barcelona landmark into aspirational stationery and gift products.

5. Jellycat × Harrods Exclusives
The viral Harrods-exclusive Jellycat characters (including the teapot, teacup and cake exclusives) became genuine collectors’ items and the partnership became one of the UK’s most successful recent gift-sector collaborations.

 

BLE – the international trend barometer

BLE is an incredible barometer for what’s coming next in the European licensing ecosystem but it’s much more than a trade show; it’s a thriving community and unique opportunity to connect with industry leaders, discover fresh ideas and build relationships that drive innovation and collaboration across categories and borders.

The international nature of BLE creates an environment where brands, retailers, manufacturers and other critical partners in the licensing ecosystem will come together to shape the future of the European giftware industry.

 

Join the industry at BLE from 6–8 October 2026 at Excel London. Registration is free for licensing professionals until 5 October (increases to £30 onsite).