Stuff We Loved: What are the industry’s favourite licensed launches of 2024?

Katie Frame, Senior Director, Creative, Licensed Consumer Products, Hasbro
I thought the Jo Malone x Paddington collaboration was a magical partnership, bringing together two of my favourite brands in a way that perfectly captures both emotional nostalgia and authentic British charm. Paddington Bear holds a special place in my heart – he was a gift from my dad for my eighth birthday – along with my Grease LP! This collaboration beautifully tapped into the sentimental connections consumers have, while staying true to the essence of both brands.

With its iconic British heritage, the collaboration was full of storytelling, integrating Paddington’s signature love of marmalade into a wonderful orange marmalade-scented perfume. The product execution was spot on, with gift sets presented in a trunk-style container inspired by Paddington’s suitcase – and character art tastefully incorporated into Jo Malone’s distinctive packaging. I thought it was a perfect fit; both playful and refined.

I also loved the collaboration’s immersive consumer experience, with in-store activations recreating a vintage train station, transporting fans into Paddington’s world. Timing it with the build-up to Paddington in Peru’s release this year only added to my excitement for the film, making it a standout product launch that beautifully blended my favourite bear with a touch of luxury!

Jon Spalding, Commercial Director, Pophouse
This is an easy one! The Charlie XCX album ‘Brat’ – brilliant marketing, product, collaborations, disruptive PR… It owned the colour ‘green’!

Matthew Gibson, Head of Partnerships & Licensing, OddBalls
My pick is Crisis x Mr Men Little Miss. It’s a story with an important message, the products and designs looked super – and the instore activation was very impactful!

Debs Southwood, Design Director & Co-Founder, Wigwam Studios
My pick has to be the Care Bears x Universal Monsters x Funko range. Care Bears have really made a mark in the industry this past year with multiple product ranges – but this launch really stood out for me… It’s the collab I never knew I needed! I love the juxtaposition of cute and creepy, and the mash-up of two polar brands which really shouldn’t work… But does!

The plush line up is super cute, but for me the winner is the Funko range, bringing a third creative dimension into this one of a kind collab. Every character in the range is so brilliantly executed, with cute little ‘monster’ details. My fav has to be Grumpy Bear Frankenstein… And yes I do have one! Thanks to whichever genius dreamt this up, you made my year!

Jo Galpin, Senior International Hardlines Manager, Moonbug Entertainment
I love seeing fashion houses collaborate with IP. Balmain’s Lion King collection for the 30th anniversary – and in the Mufasa movie year, no less! – was a true celebration of young African talent, combined with Olivier Rousteing’s signature style that has become eponymous ever since he took on the Creative Director role. A win too for the Disney franchise team, as this partnership brought a fresh and dynamic relevance to what is now becoming a legacy brand.

And top of my list of launches that should have happened – but didn’t – was the Taylor Swift advent calendar which blew up all over TikTok and even had the McDonalds team in a spin. It just goes to show the true power of both fan communities and social platforms in dictating trends and new product opportunities.

Stephanie Griggs, Founder & Creative Director, Studio Griggs
This year has been an absolute corker. However, naturally, when I was asked the question of what I loved the most from 2024, my mind went immediately blank as I scanned back through 12 months of brand extensions, brand collaborations and licensed products…What have I seen? What did I do? How is it December? Where am I?

Before long though, case studies started popping to mind – and H&M x LEGO has to be a highlight! Spanning apparel and homeware, it appealed to kids and parents alike with its gender-neutral colour palette, playful illustrated blocks, embroidered iconic yellow LEGO man and fun typography. LEGO is a lifestyle brand, and this collaboration really leaned into a LEGO life. You can play it, wear it, read it and sleep in it.

As consumers we must be moved emotionally to purchase a product. For me, it was the joy of buying a couple of items from this range for my five-year-old – and extending his love of building and playing with LEGO into well designed, fun clothing. I know his fleece zip up was a talking point with his friends. Celebrating self-expression, friendship and play is a win in my book!”

Adam Bass, Director, Golden Goose
My choice from this year is the Fortnite LEGO range. Gets kids away from their screen and makes them realise that a toy can have value and satisfaction in a way that a video game just can’t.

Cat O’Brien, Director, Licensed Consumer Products, Europe – Hasbro
For me, it has to be Wicked. The activation and delivery from Universal Pictures has been the best I’ve seen this year. The colour palette they used – along with the creative application – was simple yet incredibly effective and clean. By keeping the palette to just two colours – pink and green – it was immediately clear that this was a Wicked takeover.

Their retail support was extensive, covering a wide range of categories, and the halo collaborations were exceptional. Some of my colleagues at Hasbro even got in on the Wicked craze with the release of MONOPOLY: Wicked Edition which has performed remarkably.

Not only does this stand out as the best execution of the year, but – cleverly – they haven’t put all their eggs in one basket. After a very successful theatre performance and movie release this year, they have even more to look forward to next year with the second part of the movie. I’m sure retailers and partners will be marking it as a major moment in their calendars.

Ian Downes, Director, Start Licensing
I spend a lot of time checking out the food and drink aisles – professionally of course… It’s a licensing category that has matured well in terms of the quality of products and partnerships. There is an ever-increasing emphasis on expert match-making between brands, and making the most of the unique attributes of certain IP. A great example is Brand of Brothers and LiQ’s recent launch of Malibu and Bailey’s flavoured ice pralines. These products were launched in Tesco in the run up to Christmas, capitalising on the holiday season. These are two great examples of a brand being used effectively with a focus on taste, flavour and brand identity. Bailey’s more widely is a really good case study of how licensing can help grow a brand’s reach and distribution. Recently the brand has seen new launches in categories like chocolate snacking and coffee pods.

Lana Zoppi, Design Director, Studio Noel
For me, it has to be the Roka and Natural History Museum collaboration. It feels like a natural pairing, resulted in some beautiful products. The start of the collaboration being the actual needs of the field scientists at Natural History Museum is brilliant – it brought an affordable and suitable product to an audience that were really asking for it. It shows that brand licensing can be more than just an opportunity to piggyback off of another brand’s popularity and their audience.

Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios
My pick is a collaboration between one of my favourite brands, Killspencer, and Land Rover and Therabody. KillSpencer has a consistent aesthetic and a deep sense of what their brand creatively stands for. It’s a powerful, yet subtle, low-key collaboration.

Garima Sharma, VP of Licensing & Partnerships, Skybound Entertainment
The Chipotle x Spirit Halloween costume range is the perfect blend of flavour and fun! Combining Chipotle’s cult-favourite status with Spirit Halloween’s playful creativity, this collaboration is a genius celebration of both brands’ ability to spark joy and imagination.

Moe Hezwani, Senior Licensing Designer, Wigwam Studios
For me, it must be the HelloFresh Trifle Meal Kits inspired by FRIENDS. The kit perfectly blends nostalgia and humour, with a playful reference to Rachel’s famous “meat trifle” moment. It wasn’t just about the meal – it was about recreating one of the most iconic TV moments in a fun and memorable way.

David Born, CEO, Born Licensing & Born to License
My favourite licensed launch of the year was Heinz x Deadpool & Wolverine partnership. What a match made in heaven, with the Heinz ketchup and mustard matching the iconic colours of the superheroes. They even had Heinz ketchup and mustard hit the red carpet for the movie premiere! This furthered Heinz’s success in licensing after blowing up the internet with their bright pink limited-edition Barbie-cue bottles.

James Oddy, Co-Founder, Vize
Gosh, it’s hard to pick – there have been so many fantastic brand collaborations this year! For me, the standout was the Off-White x AC Milan capsule collection. As a devoted Off-White fan – I famously own a limited-edition Adidas Samba x Off-White pair, still boxed and unworn – I’m always eager to see what they’re up to next. AC Milan, known for pioneering collaborations that merge football, fashion, and streetwear, delivered yet again.

The 2024 collection was a perfect blend of high fashion and football culture, celebrating AC Milan’s 125th anniversary. It merged the club’s iconic black and red colours, the devil emblem and special ‘125’ anniversary graphics with Off-White’s contemporary design ethos. The standout piece was a Made-in-Italy varsity jacket, intricately embroidered with gold-satin details – showcasing exceptional craftsmanship and exclusivity. Beyond clothing, the collection also included limited-edition New Era caps and was unveiled at an event in Off-White’s flagship store during Milan Fashion Week.

This collaboration was a seamless fusion of nostalgia, craftsmanship, and modern streetwear, appealing to fans of both football and high-end fashion. It truly redefined sports-fashion synergy.

Robyn Cowling, Head of Licensing, Aykroyd & Sons
I adore the luxury collabs which StudioCanal executed as part of the build-up for the Paddington In Peru. Personal highlights being the Emergency Marmalade for Fortnum & Mason, as well as the gorgeous, limited-edition scent released by Jo Malone. Those brands are so quintessentially British and perfect for our favourite sticky bear!

Sophie Bloomfield, Creative Director & CEO, SBC
Is there ever a dull year in licensing? I’d say no, and this year proves that for sure. One of my favourite products to launch this year was the Crayola x Nadine Ghosn jewellery collab. Such a quirky and kitsch product that brings Crayola into the fashion space in a unique and creative way.

Similarly, the Chupa Chups x Fendi collaboration lollypop holder follows suit, bringing the iconic confectionary into the luxury fashion space. Going viral on TikTok with a moment that brought smiles and joy to consumers.

Then there’s Universal’s Wicked takeovers at various stores. These have been truly epic and shows the talent of the Universal team, coordinating between each department, retailers, and licensees. We all know this is no easy task and the hand work has certainly paid off. My favourite two retailer executions were M&S and Liberty’s. Both expanded the classic musicals core stories, but in totally different creative directions. Highlights are the awesome collegiate style sweatshirt from M&S and Liberty’s takeover of Oz in their main atrium and windows.

Becky Bird, Senior Design Manager, STUDIOCANAL Kids & Family
My vote goes to Disney x Balmain’s collaboration around The Lion King. I love the vibrant energy of the monoprints on the flowing dresses and bags, but I also love the bold cropped cobalt t-shirt. The one featuring the symbolic sun inspired by the theatrical posters that also has a delicately hand painted lion with white spotty markings… It’s such a celebration of the brands – elevated and desirable.

Carrie Hickman, Publishing & Licensing Manager, The Ashmolean Museum
This year I have absolutely loved the Historic Royal Palaces new heritage guides, look books and brand refresh. The teams at Historic Royal Palaces, The Point 1888 and United Creatives have managed to distil and represent hundreds of years of the best craftsmanship in architecture, furniture, garden and decorative design… All in an authentic and contemporary way.

It’s a huge task to curate such a wide variety of source material and tell so many stories in such a visually succinct way – it’s so impressive. The new identity is striking and memorable: a beautiful example of how heritage licensing can be meaningful, relevant and successful in today’s market.

Maddie Northern, Product & Digital Manager, Kimm & Miller
I didn’t expect squash bottles to become the must-have fan merch of 2024, but the Wicked x Robinsons partnership has nailed it. Inspired by Wicked’s iconic characters, the two limited-edition flavours – Amazafying Citrus Twist and Outstandiful Berry – are a fun and imaginative addition to the film’s marketing campaign. Launching exclusively in the UK a month ahead of the film’s release, the collaboration has come to life with a playful slogan – ‘Witch flavour are you?’ – and on-pack promotion offering fans the chance to win merch and a trip to New York.

With the bottles’ glittering pink and green designs tying perfectly into Wicked’s branding – and echoing recent cultural trends like 2023’s Barbie pink and 2024’s ‘brat green’, courtesy of Charli XCX’s ‘brat girl summer’ – this campaign is a great example of how FMCG licensing can resonate culturally and commercially.

It generated huge buzz, with fans rushing to try the flavours and share their reactions online. The bottles are flying off shelves – no pun intended – with TikTok flooded with fan videos, many amassing hundreds of thousands of views, proving this limited-edition release is a smash hit both online and IRL.

Adam Colp, Co-Founder, Vize
The thing that triggered my licensing ‘I need that in my life’ moment was Hasbro and Nike’s collaboration around Monopoly x Lebron James. I’m a massive sneakerhead and serious NBA fan. The shoes alone ticked all my boxes, but the synergy between Lebron –the billionaire basketball player icon – and Monopoly was so on point.

The attention to detail on the product was so thoughtful, starting with the packaging and physical game board creating the premium black and gold championship feel… Then the addition of the storytelling game tokens was perfection. They created an ideal collectable piece for both fans of the game and of the Icon.

Heidi Lightfoot, Owner, Heidi Lightfoot & Co
My favourite launch of the 2024 has to be the Peanuts x Anya Hindmarch stationery shop. I have always loved Snoopy, Woodstock, Charlie Brown and the gang – in fact I still have my collection of Seventies Snoopy books on my shelf… I can see them as I type this! While lots of brands have partnered with Peanuts, the collaboration with Anya Hindmarch was wonderful for the ‘going all out’ store experience they created in Notting Hill. From the school bus outside to the classroom desks inside, the colours, the chalkboard… It was the perfect environment to present the rather lovely stationery and accessories. A super desirable back to school collection for this Peanuts super fan!

Emma Coote, Brand & Licensing Director, Beams International
Just occasionally a brand explodes into market, seeps into the public consciousness and filters so comprehensively into retail you question if you’re imagining things… It goes far beyond licensing – this property seems to have informed a whole season’s colour palette… And this in a season with quite a long-standing palette of its own! Or have Christmas window displays always been green and pink?!

I’m talking, of course, about the ‘Wicked effect’. The way this dazzling, tour-de-force of a movie has influenced retail in Q4 is quite astonishing. I’ve seen retailers of completely unrelated products jumping on the Wicked bandwagon – luggage, soft drinks, dog food, all merchandised in alternating green and pink. Clothing purveyors beseech us to ‘pick a side’ as we select our winter apparel – but this year it’s not silver and gold they’re asking us to choose between.

Of course, the joy of the Wicked brand is that you don’t need to pick a side. We have a little bit of Elphaba and Glinda inside of us all. That’s why my favourite of all the Wicked licensed products would have to be the fabulous Ground Up high-top sneakers. The pink and green ombre design celebrates both the main characters in magical style, with beautiful detailing inspired by key elements of the movie – and a good smattering of silver glitter to dial-up the sparkle. These sneakers are really everything a good licensed product should be: fun, fashionable and so deeply-rooted in the brand’s DNA that you could take away the logos and they would still be unmistakably Wicked.

Richard Pink, MD, Pink Key Licensing
I’ll go for Potts’ Caramelised Onion Gravy with HP Sauce. It’s a near perfect brand extension. The licence is providing a genuine point of difference to the rest of the Potts range. They are using the licence to drive sales with a relatively innovative product within quite a static category. The addition of the Caramelised Onion shows me that they have reality thought through what they want to achieve.

Lucy Arguile, Licensing Executive, Reemsborko
My choice is Tyrrells’ Wallace & Gromit Wensleydale and Cranberry crisps. These are a brilliant example of a perfect brand fit. They really captured the essence of Wallace & Gromit and were such a clever way to bring the much-loved characters back into households that might not typically buy licensed merchandise, like t-shirts or posters.

Paul Bufton, Founder, Licensed Ltd
It’s been an interestingly tough challenge to whittle it down to one launch for 2024. There’s a lot of swirl about the industry being in decline, as some of the major franchises have reached the end of their current – and natural cycles – before resetting and coming back stronger in the future… But when you look back over the year, there have been some fantastic products and collaborations driven by true innovation. Just goes to show, when the going gets tough, the tough get going!

My shortlist for 2024 is: Harry Potter at Miniso, Dungeons & Dragons 50th Royal Mail collection, Barbour x Shaun the Sheep, Atari Thumbs Up collection and Hugo Boss x The Nightmare Before Christmas… And the lucky winner is: Dungeons & Dragons 50th Royal Mail collection.

It just goes to show that D&D as a concept is timeless. The game has inspired multiple generations to be more inquisitive, imaginative and community-focused. For the longest time it was the preserve of kids and adults who came together at clandestine meetings, worried they’d be outed as nerds or geeks for playing tabletop games. Transcending barriers – language, nationality, distance and age – players would conjure imaginary worlds in-person and online from text-based instructions… Highlighting the true power of storytelling.

Now, 50 years later it’s celebrated and commemorated by an institution as well-respected as the Royal Mail – it just goes to show the geeks will inherit the Earth! Chapeau D&D and here’s to another 50 years of world-building inspiration.

Marianna Fundator, Senior Director, Licensing, IMG
One of my favourite launches this year has been ‘florence by mills fashion’. The team at IMG continued to facilitate some brilliant collections for the brand, cementing it as one of the most innovative and authentic celebrity brands at the moment.

It debuted earlier this year with a ready-to-wear loungewear, activewear and intimates. In less than a year, the collection has expanded to include outerwear, denim, knitwear, dresses and more. The Fall 2024 collection – launched exclusively at Nordstrom stores nationwide – features a thoughtfully curated range of pieces, from timeless layering essentials to novelty sweaters and chic outerwear.

This collection perfectly reflects Millie Bobby Brown’s spirit, personal style and penchant for trendy yet comfortable fashion – delivering an authentic, high-quality line with something for everyone. The brand’s core values of sustainability, inclusivity and self-confidence deeply resonate with me and are especially important for the audience this line is designed for.

Ness Jack, Production Manager, Acoynte
For me, it would be the Disney 100 Diamond Painting Sticker Album from Craft Buddy. The quality of Craft Buddy’s licensed range is amazing, and this was no exception. With pages dedicated to classic Disney characters, as well as Pixar, Star Wars and Marvel universes, it gives credit to the ever-widening range of Disney.

What I thought was great about this though was the layered enjoyment. First you have the traditional element of collectible sticker albums – buying packs, ticking off the lists as you get the ones you need, trading with others to fill in the gaps… And of course getting excited when the shiny Stitch appears! Then you have that added level of completing each sticker’s diamond painting design.

The starter pack includes all the tools you need for diamond painting, and with each fan-favourite character sticker taking five to 15 minutes to complete, I can see this being a great entry point for those new to the hobby – as well as appealing to existing fans. A perfect project for me and my twin six-year-olds to spend some quality time away from the screens!

Ben Roberts, Content Director, License Global, Informa Markets
This was a much tougher decision than I expected. It was a close call between Warhammer 40,000: Space Marine 2 and the Gotham City Guardian Work Jacket by Heroes & Villains… In the end, the jacket won me over.

What makes this jacket exceptional isn’t just current consumer trends for outdoor gear, or its durability and quality – although those aspects are important. What really stands out is the thoughtfulness and subtlety behind its design. This is a functional jacket that draws inspiration from the everyday people of Gotham City – the most infamous, albeit fictional, city in the world. That connection to Gotham’s gritty, utilitarian style adds a layer of skilful storytelling that I can’t help but admire. And let’s not forget, it looks pretty good too!

Chris Taday, Co-Founder, Licensing Link
A few months ago, McDonald’s launched its FRIENDS adult Happy Meal exclusively in Spain, generating significant buzz on social media. It was so exciting that my daughter even dreamed of booking a flight just to try one! This promotion cleverly combined nostalgia with pop culture, featuring a Happy Meal in custom FRIENDS-themed packaging and including six collectable toys inspired by the show’s iconic characters. The figures beautifully captured the essence of each character, such as Marcel the monkey perched on Ross’s head.

The campaign’s exclusivity and multi-generational appeal made it a hit, tapping into the enduring charm of FRIENDS while offering fans a fun, shareable experience. Adding to the excitement was an exclusive sauce called Monica’s Marinara Sauce. Although we didn’t get the chance to travel to Spain, this promotion serves as a reminder that a great Happy Meal promotion truly has no age limit and can generate considerable social media awareness.

Cassie Slane, Licensing & Content Development, Crazy Aaron’s
In the licensing industry, it’s often straightforward and predictable to align with major franchises like Star Wars or Marvel – properties that are guaranteed to generate significant attention and revenue. However, it takes a true visionary to identify and pursue more unconventional opportunities, like the Ore-Ida Tater Tot Protection Pants.

As a huge Napoleon Dynamite fan, I admire how they tapped into a niche aspect of the movie – the tater tot fandom – and transformed it into something truly innovative and memorable. These types of collaborations, where creativity and calculated risk intersect, are always my favourite. They break the mold and showcase the potential of licensing to deliver something unexpected and culturally resonant.

Tim Collins, Director, The Brand Director
My votes goes to Rocky Horror. Generally live theatre has been the poor relation to film and TV licensing, so it’s good to see the category getting a look in. Rocky Horror connects nostalgia and experiences – let’s hope that partners continue to develop more creative ways to use the IP, bar the standard fridge magnets, t-shirts and mugs!

Danny Heffer, Freelance Creative
My daughter’s favourite toy of all time is Big Bunny – AKA Mr Bigward Bunny Esq. He’s been around since birth and is dearly, dearly loved. He’s a Jellycat stalwart and it’s been wonderful for us both to see them smashing it out the park this year. Their pop-up chippie in Selfridges was a high point, a super cool way of reconnecting with an older fanbase that’s grown up with these utterly treasured possessions. It was funny, cool and full of heart. We’ve also loved seeing their product range brought to life on social with some gorgeous CGI stings. They’re executed in line with the brand – warm, fuzzy and really high quality. The animation is fantastic. It’s becoming a must watch. Fingers crossed for a series soon!