Meaningful Licensing Categories Shaping the Future
Julie Brown
February 19, 2026
While many licensing categories have been dominant for years, the most important question looking ahead isn’t what’s new—it’s which categories will continue to matter, evolve, and create value over time. According to Business Research Insights, the global brand licensing market is expected to exceed $385B by 2026, underscoring the importance of investing in categories with staying power.
Below are the categories that continue to shape the future of licensing—not because they’re new, but because they’re proving adaptable, resilient, and deeply connected to how consumers live.
Food & Beverage: A Long-Term Emotional Anchor
Food and beverage has been a dominant licensing category for decades—and it remains one of the most powerful. Taste, nostalgia, and everyday ritual create emotional connections that few other categories can replicate. That emotional pull is what makes food licensing so compelling: it’s a space where brands can experiment with unexpected flavor-led LTOs while also supporting broader, long-term brand strategies.
IMC’s long-standing program with Sweet Baby Ray’s and Bridgford Foods, is a great example of long-term strategy. The program’s continued success is rooted in thoughtful execution—introducing new flavors and formats while preserving the brand’s core identity.
Pet: From Category to Lifestyle
The pet category has firmly established itself as a licensing mainstay—but its future lies in continued premiumization and emotional overlap with human brands. Pets are no longer an adjacent audience; they’re part of the family, and consumers increasingly expect the same quality, trust, and brand values in pet products that they demand for themselves.
IMC’s work connecting the Glade home fragrance brand with Tidy Cats highlights how pet licensing is evolving. By bringing fragrance expertise into the litter aisle, the program elevated the category while reinforcing trust and performance. As pet ownership remains strong and spending continues to rise, this category will remain a critical extension point for brands looking to stay relevant in consumers’ lives.
Toys & Games: Why Premiumization Is Powering the Category Forward
Toys and games have long been a cornerstone of licensing, but the future of the category is being shaped by premiumization and quality-led storytelling. According to License Global, the toy industry returned to growth in 2025, with U.S. toy sales up 7% in dollars year over year, driven in part by a 4% increase in average selling price—a clear signal that consumers are willing to pay more for well-designed, higher-quality products. Licensed toys continue to outperform the broader market, accounting for more than one-third (37%) of toys sold in the U.S., with growth fueled by licensed properties and collectibles.
IMC’s long-standing partnership with Lamaze International and TOMY reflects this shift toward premium, purpose-driven play. Together, the brands have brought thoughtfully designed, development-focused infant toys to market—products that parents trust for quality, safety, and educational value. As the category continues to evolve, programs like Lamaze demonstrate how licensed toys can succeed by delivering meaningful innovation, strong brand alignment, and lasting consumer confidence.
Technology: The True Emerging Force
Unlike the categories above, technology is the true emerging driver reshaping the licensing landscape. As AI and connected products become part of daily life, licensing is increasingly being used to humanize technology, build trust, and create emotional relevance.
IMC is actively helping brands think through how licensing applies to technology-driven ecosystems—where products evolve quickly, partnerships must be flexible, and brand governance is critical. Looking ahead, technology won’t exist as a standalone category; it will increasingly act as an enabler across food, home, wellness, and lifestyle, making it one of the most strategically important areas for future licensing growth.
Sustainability: A Permanent Expectation, Not a Trend
Sustainability is no longer a category—it’s a filter through which consumers evaluate brands. Particularly among Millennials and Gen Z, values-driven purchasing is shaping long-term loyalty and brand trust.
IMC sees sustainability succeed in licensing when it’s integrated thoughtfully—through materials, manufacturing choices, and long-term partner selection—rather than positioned as a marketing hook. As expectations continue to rise, sustainability will remain a baseline requirement for meaningful licensing programs well into the future.
Looking Ahead
The future of licensing won’t be defined by chasing new categories—it will be shaped by how enduring categories continue to evolve. Food, pets, toys, home, and technology all remain relevant because they meet consumers where they live, feel, and connect.
IMC focuses on creating licensing programs that are purposeful and well-aligned—rooted in the right partnerships, a clear understanding of brand DNA, and a disciplined approach to growth. For brands using licensing to strengthen brand meaning and consumer connection, these categories remain strategically essential.
