Cinema has become a champion for toys, proving that a strong movie release can spark rapid action in the toy aisles. Few incentives beat the buzz of a dinosaur blockbuster or a superhero hit. After the pause theaters faced during the covid era, premieres like Jurassic World: Dominion or The Batman helped licensed toy sales surge by 23 percent since the year’s start, driving the licensed segment to account for about 30 percent of the market. Companies savvy about toy appeal commonly feature at least one licensed line in their catalogs. The real challenge is identifying the hero license that resonates with kids and triumphs in the marketplace.
In Spain, the licensed toy sector has sustained a double-digit growth pace, marking gains from January through May compared with the same period prior year. The expansion is most visible in licensed products where licensed items outpace unlicensed goods, according to the market research firm NPD Group. The long-awaited return of moviegoers and families to cinemas after pandemic restrictions is fueling a dynamic, even global, revival. In Spain, licenses now represent more than 30 percent of sector jobs, a peak not seen in over a decade.
“Cinema has a kind of magic—the big screen, the sound, the popcorn—a ritual that was missed during lockdown, even as online formats grew,” noted Fernando Pérez, NPD’s director for Spain, highlighting the industry’s pull and its influence on tastes.
At this time, three highly anticipated films—Jurassic World: Dominion, Lightyear, and the latest Minions feature—are releasing in theaters and closely tied to toy lines. Moreover, through the year, items linked to the Marvel Universe and Batman have shown robust growth, with Batman-related merchandise registering a notable increase after the March superhero release.
Brand licenses such as Star Wars, Harry Potter, Super Mario Bros., and Spider-Man have established a lasting presence in popular culture after years of cross‑generational appeal.
Alongside box office hits, studios are deploying omnichannel strategies that keep audiences engaged with new content on subscription and streaming platforms, plus spin-offs around side characters and mini-series. This multiplatform approach reinforces the value and reach of established franchises.
According to the NPD director, 2022 was on pace to be a record year for licensed toys, driven not only by theater releases but also by non-film content that fuels the market—television programs, YouTube channels, and video games contribute to ongoing demand.
The industry response is echoed by Marta Salmón, president of the Spanish Association of Toy Manufacturers (AEFJ). She stresses that most companies are embracing licensed products because they offer substantial potential as they appear in theaters today. The key task, she says, is finding the license that finally hits.
Rising inflation has begun to temper consumer spending
The toy sector is watching sales slow as prices rise. Marta Salmón notes that after a period of unusually rapid growth, May saw only a 1 percent increase. The broader problem is that overall price hikes are squeezing non-priority items, dampening overall demand for certain product lines.