Monday, October 27, 2025
Disney, a major player in licensing and the revival of the toy market
Gaming & Pop cultureBoard games & PuzzlesConstruction toys
Licenses: The Driving Force of the Industry
According to Circana, licensed products now account for 29.0% of the French toy and game market as of the end of September 2025, marking an 18% increase over one year and 29% over three years. This exceptional growth in licensing is not isolated, as it is observed across all countries, but France stands out with growth 1.4 times higher than the rest of Europe (Germany, Italy, Spain, and the UK).
A sign of strong enthusiasm, sector revenue is primarily driven by increased volumes (+7%) while the average price has remained nearly stable (+2%). Despite economic pressures, families continue to make pleasure purchases, especially for toys inspired by their favorite heroes. Licensing thus acts as an emotional thread, driving consumption.
The Strong Emergence of New Trends
The anchoring of licensing is reflected in the spectacular growth of supercategories. Construction, creative hobbies, junior electronics, games and puzzles, and action figures all show double-digit growth in licensed products as of the end of September. Licensing drives growth in 8 of the 11 supercategories.
A remarkable development is the rise of “kidults”—teenagers and adults who are collectors or players—who now account for over 35% of revenue. Their attachment to licensed products, fueled by nostalgia and platforms like Instagram and TikTok, is leading to a rediscovery of the market and a renewal of its codes.
Disney, the Undisputed Leader in Licensing: A Story of Innovation and Emotion
As the leader in licensed toys, Disney relies on its heritage, the innovation of its partners, and the richness of its stories. With 29.8% market share, Disney remains the absolute leader in licensed toys in 2025. Its coverage of the overall toy and game market reaches 8.6%. This success is reflected not only in the diversity of its franchises and the renewal of its content, which appeal to all generations.
Among the top 5 best-selling characters in France this year, three are Disney: Stitch, Star Wars, and Marvel. The Stitch phenomenon perfectly illustrates the power of licensing: with 149% growth and sales multiplied by 2.5, this franchise impresses with its ability to unite generations and create buzz both online and in stores.
Among the 20 most important licenses in the French market, no fewer than 8 are Disney franchises: Lilo & Stitch, Star Wars, Disney All Other, Disney Princess, Spider-Man, Disney Frozen, Spidey and His Amazing Friends, and Disney Princesses.
Disney’s legacy is also expressed through intergenerational events. Every year at Christmas, the brand is present under the tree, creating emotional family moments around toys, theatrical releases, or series streamed on Disney+.
Christmas 2025: Pop Culture at the Heart of the Licensed Offer
For the holiday season, Disney and its partners are multiplying innovations through products that extend the brand experience at home, including toys, clothing, decorations, books, and video games in collaboration with its main partners.
Among the major upcoming highlights, Disney Christmas 2025 “ZOOTOPIA 2” is the sequel to the Oscar-winning classic ZOOTOPIA, created by the same Walt Disney Animation Studios. The animated film will be released in theaters on November 26, featuring a new song by Shakira and never-before-seen characters, including a mysterious population of reptiles living in the shadows!
“Avatar: The Way of Fire and Ashes,” James Cameron’s blockbuster event, will be released on December 17 exclusively in theaters, marking the grand return of Jake Sully’s adventures. The previous installment of the saga, “AVATAR: THE WAY OF WATER,” a global phenomenon, attracted 14.2 million viewers in France!
These upcoming films and the exceptional 2026 lineup continue to write Disney’s story in licensing.
Source: Circana Retail Tracking Service, France, YTD (Jan’25 – Sep’25), Circana TC360, France, YTD Jun’25