Disney Hits $63 Billion in Product Sales, Leads Global Licensing

Disney’s $63 Billion in Product Sales Leads the Global Licensing Market

A new report shows product sales of licensed goods crossed the $300 billion threshold in 2024, with Disney accounting for just over 20% of the market. According to the 2025 Top Global Licensors report from trade magazine License Global, total retail product sales reached $307.9 billion last year, marking a 10% increase from the previous year.

Disney held its leading position in the licensing industry, generating an estimated $63 billion in product sales—a figure consistent with the previous year.

The rest of the top 10 rankings included:

• Authentic Brands Group ($32 billion)
• Dotdash Meredith ($26.7 billion)
• NBCUniversal ($17 billion)
• Hasbro ($16.1 billion)
• Warner Bros. Discovery ($15 billion)
• The Pokémon Co. ($12 billion)
• Bluestar Alliance ($10 billion)
• Mattel ($8.8 billion)
• Sanrio ($8.4 billion)

License Global compiled these figures for licensed consumer product sales from January 1 to December 31, 2024. The data was provided by the companies or estimated using various industry sources.

Apparel remains a leading growth category, with 70% of brand owners identifying it as a key opportunity for licensed goods. Toys and games follow at 54%, while food and beverage has seen a dramatic increase in importance, with 52% of brand owners highlighting it.

The report also predicts a generational shift in purchasing, with Gen Z buyers expected to slightly surpass millennials in licensed product sales for 2025-26. Gen Z is forecasted to account for 27% of sales, while millennials’ share is expected to decrease from 28% to 24%. Gen Alpha will likely make up 22% of the market.

The report from License Global highlights that successful brands will need to move beyond individual products to create integrated experiences across physical, digital, and hybrid platforms. Consumers are increasingly prioritizing products that deliver meaningful connections, nostalgia, and identity expression. According to Ben Roberts, content director at License Global, these trends show the “resilience of emotional connections in consumer decision-making.” He notes that even with economic pressures, consumers remain loyal to brands that matter to them personally, a force that often transcends traditional market dynamics.

Source

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