Welcome to The Licensing Radar, where I break down the smartest plays in licensing, merchandising and IP-driven commerce - and share real-world insights from the front lines of brand partnerships and product strategy.

🏷 In this edition of The Licensing Lineup

🔦 Spotlight - Why are eSports teams partnering with Anime studios?
📰 Market Watch - Three big news items from the licensing world.
📊 Data Drop - How consumers are adapting to social shopping.
👔 Job Board - Three jobs HOT in the market.

Level Up Your Merch: Why ESports Teams Are Betting Millions on Anime

Esports organisations have discovered gold at the intersection of gaming and anime. G2 Esports, 100 Thieves, and Sentinels are leading a licensing wave that's transforming how teams monetise their brands—and it's working because the overlap is real. Anime fans game. Gamers watch anime. The Venn diagram is practically a circle.

These aren't random merch drops. Teams are negotiating sophisticated licensing deals through streaming platforms like Crunchyroll, securing rights to beloved anime IP while paying 8-15% royalties on sales. The partnerships work because they're strategic: teams choose anime properties that mirror their brand stories, time drops with cultural moments, and create products fans actually want to wear.

G2 Esports × Solo Leveling: Limited-edition streetwear inspired by the anime's "zero to hero" narrative, tied to G2's 10th anniversary. The dark aesthetic and levelling-up theme perfectly matched G2's competitive grind story.

100 Thieves × Demon Slayer: Full collection timed with the movie release, featuring voice actor Aleks Le in the campaign. Hints at experiential activations beyond just merchandise.

Sentinels × Haikyuu!!: Performance jerseys and lifestyle gear launched during VCT Playoffs. The volleyball anime's teamwork themes aligned perfectly with competitive gaming values.

For teams, anime licensing unlocks revenue streams beyond sponsorships while positioning them as lifestyle brands. For anime rights holders, esports teams become marketing channels to millions of engaged fans. For fans, it's a way to embody multiple parts of their identity—the competitive grind and the anime narratives they love.

The trend is accelerating. Crunchyroll is emerging as the key gatekeeper, bridging anime studios and esports orgs. Drops are timed strategically around anime releases and esports events. Products mix performance gear with lifestyle apparel. And partnerships are evolving beyond merch into events, content collaborations, and potentially even in-game integrations.

Expect co-produced animated content featuring esports teams, in-game skins tied to anime collabs, and watch parties where teams stream anime with commentary. Some teams might create their own anime-inspired series—G2 already experiments with webcomics.

The boldest bet? We could see anime IP holders launching their own esports teams. If the cultural crossover is this powerful, why not own both sides?

This isn't a trend—it's cultural convergence. The teams getting it right are telling stories and creating experiences that let fans physically embody the narratives they love. As these partnerships mature, the line between "esports brand" and "anime brand" will blur until it’s meaningless.

We're watching the early blueprint for how youth entertainment will look in the next decade. The grind continues. Level up accordingly.

Consumers buying into Social Shopping 

Creators are now earning 15–25% commissions on product sales, up from the previous 10–15%, as competition intensifies across platforms like TikTok Shop, YouTube Shopping, My Sephora Storefront, and Conde Nast’s Vette. YouTube Shop requires creators to have 10,000+ subscribers to open a storefront. Consumer behaviour is shifting fast: 68% of global shoppers have used AI tools like ChatGPT to shop, and 51% of U.S. consumers have used ChatGPT specifically for product searches — a number projected to jump 71% during the holiday season.

Source: Licensing International 

HARIBO just dropped the news that they’re teaming up with Ground Control Entertainment to open HARIBO Happy World — basically a sweet-toothed fever dream coming to life.

Hello Kitty is rolling out a limited-edition skincare line in India with Moody Skincare — mixing legit, science-driven formulas with that signature cute-but-iconic design energy.

Blinkit teamed up with Hot Wheels for a wild stunt: they challenged creator Cassy Pereira to pack an entire Bengaluru bus stop with Hot Wheels cars in under 15 minutes — and the internet ate it up.

Manager, Licensing (12-Month Fixed Term Contract) - The Pokémon Company International, London, UK - Details

Manager/Senior Manager Licensing and Partnerships - Fanatics Collectibles, London, UK - Details

Licensing Sales Manager - Lego (fixed-term contract) - The Walt Disney Company, London, UK - Details