Sales of licensed branded consumer products in Europe grew by 3.4% in 2024, reaching a total market value of $79.3 billion, according to new analysis from Informa plc released at Brand Licensing Europe. The report, based on insights from Licensing International and Circana, reveals that the European licensing industry continues to outperform the wider economy, with growth ahead of inflation and robust consumer demand across categories. Entertainment properties led the market, accounting for 53.9% of sales, while corporate brands made up 25.7%. Notable growth sectors included non-profits (+48.6%) and fashion (+11.7%). Major European markets such as France, Germany, Italy, and the UK all posted gains, with licensed sales in toys rising at twice the rate of the overall toy market-+14% compared to a 7% increase for the sector as a whole. Licensed toys now represent 31% of total toy sales in Europe. Growth was particularly strong in categories such as manga/anime (+77%), pro sports (+62%), and movie-linked products like Minecraft and Lilo & Stitch. Leading licensors in the market included The Walt Disney Company, Authentic Brands Group, and NBCUniversal. Industry leaders highlighted licensing's role in driving retail success and building fan engagement, emphasizing resilience and adaptability in a changing economic landscape.