The Insights Family Launches Power Moves in Licensing 2025

A Guide to Emerging Franchises, Consumer Trends and Product Demand Among Kids Aged 3–18

The Insights Family has announced the launch of Power Moves in Licensing 2025: a free report offering global insights into the fastest-growing IPs, emerging consumer behaviours, and licensed product demand among kids aged 3–18. It’s the first report of its kind to provide in-depth, data-led analysis of brand licensing within the kids’ and teens’ space. 

Published ahead of Licensing Expo 2025 – the industry’s flagship event in Las Vegas from May 20-22 – the report is designed to equip licensors and licensees with the latest analysis to navigate kids’ evolving relationships with content and brands across the Americas, APAC and EMEA regions, providing much needed clarity to shape licensing strategies, the foresight to spot emerging opportunities, and the data to de-risk decisions with confidence. 

Based on The Insights Family’s research which surveys 800,000 families across 22 countries annually, the report uses that data to highlight key findings and considerations for licensing professionals: 

• Platform-native IPs are outperforming traditional broadcast properties in categories like collectables – Brands must design IPs as evolving, multi-platform ecosystems not single dimensional properties to meet kids where they are.
• Titles like Ne Zha and Inside Out 2 succeeded by launching at culturally resonant moments – To win in licensing, speed, timing and relevance matter more than brand size.
• Local IPs are thriving by reflecting regional culture, language, and humour, especially in APAC – Global brands should localise more intentionally, moving beyond one-size-fits-all strategies and engage deeply with regional identities or partners. 
• IPs like Bluey are defying traditional age brackets, resonating across demographics through layered storytelling – Track how engagement shifts as kids grow and develop age-up strategies to extend lifetime value and loyalty. 
• Licensing is expanding into non-traditional categories like food & drink, beauty, and greeting cards – Identify where product demand is gaining momentum outside of core sectors to uncover fresh growth opportunities. 
• Kids’ preferences are evolving faster than ever, influenced by tech, culture, and peer dynamics – To stay ahead of the curve, brands need access to real-time insight to stay close, learn, and respond at speed. 

The report is free to download here: https://pages.theinsightsfamily.com/download-licensing-report-2025