The Leading Licensees Sponsored by Bioworld
License Global’s Leading Licensees whitepaper showcases the top performers in the manufacturing sector for licensed goods. Trusted licensees make product ideas come to life. With sufficient experience, attention to detail and effort, a simple concept can be transformed into a best-selling item that consumers clamor to get their hands on. For categories including apparel, accessories, travel and more, Bioworld Merchandising is one of those licensees. The manufacturer owns other proprietary brands in the licensing sphere, including Heroes & Villains, Atsuko, Character World Brands and Packed Party. This year, Bioworld is celebrating its 25th anniversary. It has found success by empowering partners to forge stronger connections with their global audiences through elevated product design, merchandising and distribution.
“Star Wars” exclusive apparel for San Diego Comic-Con
“Bioworld is the bridge between brands and the people who love them,” says Jason Mayes, senior director, marketing and intellectual property, Bioworld Merchandising. “We offer the power of connection, between creators and their communities, franchises and their fans, retailers and their customers and brands and their believers.”
Dumbgood x Blockbuster NYC interior
Bioworld's Humble Beginnings
The journey to this level started 25 years ago when Raj Malik, founder and chief executive officer, Bioworld, saw a gap in the market for music accessories.
“I saw a void in the marketplace related to licensed accessories, specifically, music accessories,” says Malik. “This was born out of my love for music. I couldn’t find cool hats to wear with my favorite band tees. The whole thing started pretty organically.”
From his own fandom, Malik’s vision for the company expanded.
“We wanted to be agile and move as quickly as the market demanded,” says Malik. “I didn’t like saying ‘no,’ so expansion and growth were a natural part of our culture. I knew infrastructure was a key component to support that growth and truly serve our partners and clients well. That was a key piece in the early days.”
Many employees at Bioworld, including Mayes, have been with the company since those early days, witnessing its growth into one of the top licensees in the business.
“I’m lucky enough to say I’ve been here for over 20 years, so I’ve seen the growth trajectory,” says Mayes. “Bioworld truly embraces the entrepreneurial spirit and was started with two music hats. Most people don’t realize that. Agility has been a key component of our foundation for growth. Over the years, we’ve grown into a global brand growth platform, helping partners of all sizes reach consumers in every channel.
Bioworld had the foresight in its early years to develop a robust global infrastructure to support its rapid growth,” continues Mayes. “We were always prepared for success. We’re using this milestone anniversary as an opportunity to reflect on the journey, celebrate the long-term partners and strive to continue to push the industry forward into new and exciting audiences.”
Turtle Shell backpacks
Bioworld’s global infrastructure has led to numerous product collaborations, defining Bioworld as a leading licensee. Some notable product innovations over the years include its “Teenage Mutant Ninja Turtles” turtle shell backpack, which debuted in 2006 and continues to sell strongly today. It has been featured in numerous music videos and has become a staple of pop culture.
In 2011, the brand launched patented cape socks as a part of its elevated novelty hosiery category.
“The Heisman Trophy winner that year, Robert Griffin III, wore them and showed them off on stage while accepting the award,” says Mayes.
In 2015, Bioworld acquired Global Design Concepts (GDC), which established its kids’ bag division. The division has grown to include numerous licensed brands.
“We have since compiled a best-in-class roster of brands such as Disney, ‘Minecraft,’ ‘Pokémon’ and ‘Sonic,’ to name a few,” says Jennifer Staley, senior vice president, licensing, Bioworld. “Our kids’ bags are built to last. Kids love the designs and parents love the quality at the right price. No matter where the consumer is shopping, in store, online and around the world, they will find the perfect Bioworld backpacks for school as well as fashion bags and accessories.”
The following year, Bioworld launched a direct-to-consumer division to create a comprehensive consumer engagement model.
“This allowed us direct one-on-one communication with the consumers, which was very valuable as we built aspirational collections across all our brand partners for all tiers of retail,” says Mayes. “Proprietary brands like Dumbgood, Atsuko and Heroes & Villains were born out of that initiative. Each brand serves a specific pop culture audience.”
In 2020, COVID-19 hit, and Bioworld pivoted into making face masks. Licensed masks allowed fans to continue to celebrate the properties they loved while following health and safety guidelines.
“This not only served a big consumer need in the market but also helped brands and retailers navigate their way through that unprecedented time,” says Mayes. “Trends and consumer demands are generally produced through societal values and cultural influences. Most businesses follow these trends and demands to maintain a certain level of success. However, Bioworld’s brand strategy is to attack surfacing trends to define industry whitespace.”
Bioworld’s move into the travel industry started in 2021 and continued into 2022. The travel category for Bioworld included a launch for an elevated Disney luggage collection featuring several silhouettes and colorways.
“The travel industry was disrupted during the pandemic,” says Michael Nolan, senior vice president, Bioworld. “As things opened back up, we were well-positioned and saw emerging whitespace for licensed and branded travel accessories and luggage. Bioworld set out to innovate that space with the same diligence we have for all other categories over the previous 20-plus years.”
Superman youth T-shirt
Bioworld At 25
Throughout its 25 years, Bioworld has seen tremendous growth and innovation. Its agile business model includes incubating new brands and establishing brand equity for emerging ones. The Bioworld business model expanded to give brands the agility they needed in a fast-moving market.
“Every brand in the Bioworld ecosystem benefits from custom strategies at every level of the go-to-market process,” says Mayes. “We have the most agile business model in the industry. From established global brands to emerging markets, Bioworld has a solution set to grow your business.”
In 2025, Bioworld continues to focus on connecting consumers to the things they love. The company is translating the brand story into products and experiences, allowing fans to express their affinity in all aspects of their lives. Its licensing deals have affected the consumer products space and facilitated shifts in the industry.
“There are a lot of individual licensing deals that we are proud of, but it’s the larger licensing strategies that have set our business apart from the rest,” says Staley.
Part of that larger strategy is acquisitions. In March of this year, Bioworld acquired Character World Brands to expand its capabilities further. The purchase seeks to catalyze brand and category expansion across all retail channels, capitalizing on Character World Brands’ established market presence and success in the U.S., U.K. and Europe.
“Joining Bioworld’s impressive ecosystem will accelerate our growth, allowing us to leverage its scale and support to reach more consumers with our comprehensive home solutions,” says James Walker, chief executive officer, Character World Brands. “We will look to strengthen our home textiles offering as well as continue the growth of our new segments in hardlines that launched in 2025. As a team, we are delighted to become part of a global business that shares the same values and ambitions.”
Bioworld is exploring additional strategic acquisitions, investments and partnerships to strengthen its platform further.
“This is a partnership that represents a mutually beneficial opportunity for both companies,” said Malik. “By leveraging our global reach and product expertise, we can create significant growth opportunities. This new venture aligns closely with our business and delivers exceptional value for our shared customers while increasing our footprint in the EU.”
Marvel Heroes & Villains T-shirt, exclusive to New York Comic Con
Recent launches include Bioworld International’s BIMBA Y LOLA licensed collection in May. BIMBA Y LOLA had previously worked on collaborative projects with artists and designers, but this was the first time it had released a fully licensed collection in its 20-year history.
Heroes & Villains is a staple at San Diego and New York Comic Con, launching new collections regularly. Recent highlights include the exclusive “Fantastic Four” and Star Wars styles, which debuted in San Diego, and four T-shirts were created, exclusive to the Marvel Heroes & Villains booth, for New York Comic Con.
Its number of licenses is vast, but the Bioworld team isn’t stopping here. Even with some of the largest licenses in the world, Bioworld continues to seek growth opportunities for its partners. New categories and IP additions are contributing to this continued growth. Staley says that party supplies and the addition of “KPop Demon Hunters” to its portfolio of licensed IP are two points of excitement for Bioworld at the moment.
“We’re very excited about the addition of the Packed Party brand, which delivers fun, cheerful party supplies for all occasions,” says Staley. “If you want to throw a ‘Stranger Things’ party, you can buy plates, cups and napkins at Target this fall. We’re also very excited to be working with Netflix on apparel and accessories for their latest phenomenon, ‘KPop Demon Hunters.’
“Need something to wear to celebrate your fandom?,” continues Staley. “We’ve got you outfitted from head to toe with all the clothing and accessories you will need, or maybe a cosplay outfit to wear to a sing-along as Rumi, Mira or Zoey.”
With these properties, categories and more under their belts, Bioworld’s present-day strategy and desire for the future is to help its partners grow. The company aims to be more than just a licensee for its partners. It wants to be a one-stop shop for all things brand licensing, covering the launch of a brand strategy from concept to execution, forecasting and strategic planning, product strategy, logistics and sourcing, trend and consumer insights, engagement and retention, diversifying revenue opportunities and more.
“Bioworld’s global platform provides the infrastructure brands and retailers need to support and grow their business,” says Staley. “Our brand and team are providing services beyond the normal licensee-licensor relationship. Services range from website creation, inventory management, direct drop shipping to consumers and location-based entertainment.”
New Balance caps
Looking to the Future
Twenty-five years are in the books and Bioworld is setting out to do even more. From brand acquisitions to licensing deals and product innovations, Bioworld aims to expand its global footprint while providing fans with merchandise they crave.
“Bioworld is a global brand growth platform,” says Malik. “We help partners of all sizes reach consumers across every channel. The present and future rely on our fully integrated services platform. The landscape is so fragmented now. Being able to meet a partner’s needs no matter what they are is the future of brand growth.”
The future of the licensing industry and of the licensed goods manufacturer shifts with the times. Still, Bioworld’s tried-and-true strategy of working closely with its partners in multiple ways sets it apart from the crowd. With these collaborations top of mind, the Bioworld team is looking forward to the next 25 years and beyond.
“Bioworld wants to thank our partners and we look forward to many more successful years together continuing to innovate and push industry boundaries,” says the Bioworld team.
As part of The Leading Licensees, Bioworld leverages winning strategies to bring its products into the hands of consumers. To continue moving the licensing industry forward, Bioworld offers some advice for the future of the industry.
“The only thing constant in business is change,” says the Bioworld team. “Evolution is inevitable. Don’t fear it. Continue to push the industry.”
Powered by Bioworld, License Global’s Leading Licensees Whitepaper recognizes almost 500 manufacturers worldwide across 18 licensing categories that have made significant developments in the licensing business and will continue to push the industry forward in the coming years.
Licensees make the licensing industry possible. Handling everything from design to distribution to manufacturing and more, IP makes it to merchandise through licensee expertise. License Global’s annual Leading Licensees whitepaper celebrates the manufacturers that drive the brand licensing industry while meeting many needs for all facets of the business. IP owners can track down new partners, other manufacturers can learn more about their peers and retailers can research the IPs and partners that best fit their business goals, all in one report.
The centerpiece of our Leading Licensees whitepaper is the manufacturer index. This year’s Leading Licensees whitepaper has our most robust directory yet – nearly 500 manufacturers specializing in licensed consumer products are on this list. Additionally, we’ve added an index feature to the whitepaper to make finding licensees on the list easier.
License Global’s Brandscape section goes in-depth on how licensees operate. Questions answered in this data include what licenses sell the best, what licenses are being signed, what age groups and geographies are being targeted and more. This data trendcasts what the industry will see in 2026 and beyond.
Download the whitepaper and navigate to the Brandscape section to explore this data in more detail.
Brandscape: Top Licenses of 2025
Licensed merchandise trends shift regularly, especially when it comes to properties. The most popular IPs sell well and aid in brand recognition for the licensee and business growth. The following properties have been named by licensees as the bestselling IPs of 2025.
Disney
"Bluey"
"Minecraft"
Warner Bros.
Hello Kitty
To view the complete list, download the whitepaper in full.
What Categories are Manufacturers Looking for?
The Leading Licensees covers manufacturers that operate within 18 categories, but to know what’s next for manufacturers, one needs to know what categories they want to enter and what types of licensors they hope to work with. The top five categories were:
Gifts and Novelties
TV/Film/Animation/Streaming Media
Toys/Games
Fashion (Footwear/Accessories)
Fashion (Apparel)
To view the complete list, download the report in full.
Also contained within the License Global Leading Licensees:
How License Global compiled this year's list of product manufacturers
The Leading Licensees Index
What categories licensees are looking for
The most successful licenses of 2025
The biggest new licenses of 2025
Which geographic regions have presented the greatest opportunities for licensed products
What retail channels are a focus for licensees
What generations are a focus for licensees
Trends and insight from Supply + Demand
Bioworld reflects on 25 years
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