Our VP of Licensing, Alyssa Gourlay, attended LA Comic Con to support two of our exhibiting partners—Keepsake and Total Chaos—and returned with valuable insights into emerging trends and consumer behavior in the entertainment merchandise landscape. Here are five key observations from this year's convention.

1. Wearable Costumes Are Driving Consumer Engagement

Comic Con attendees are increasingly embracing functional fashion that blurs the line between costume and everyday wear. From Ninja Turtle-designed backpacks to character-themed apparel, consumers want products that allow them to express their fandom while maintaining practicality. This trend represents a significant opportunity for licensors to develop merchandise that serves dual purposes—both as collectibles and functional items that fans can incorporate into their daily lives.

2. Fandom is Becoming a Family Affair

The presence of parents with children throughout the convention signals an important demographic shift. Fandom is no longer confined to individual enthusiasts—it's becoming a shared family experience. This multi-generational engagement creates opportunities for product lines that appeal across age groups and suggests that licensing strategies should consider how entire families can participate in fandom culture together.

3. The Anime Market Remains Largely Untapped

With approximately 80% of cosplayers representing characters from anime and other niche properties that mainstream licensors may not immediately recognize, there's a massive market opportunity waiting to be explored. The licensing industry has only scratched the surface of anime properties, and brands that can authentically engage with these communities stand to capture significant market share.

4. Counterfeit Products Fill the Void

When official licensed merchandise isn't available, consumers will find alternatives. The prevalence of counterfeit products—particularly for popular properties like Labubu and K-pop franchises—demonstrates that demand exists. The solution isn't just enforcement; it's creating legitimate, high-quality licensed products that give fans a proper way to support the properties they love.

5. Comic Con Has Evolved Beyond Comics

The convention now welcomes cosplayers representing mainstream pop culture—from Wicked to The Wizard of Oz. This evolution reflects how "geek culture" has become mainstream culture. Comic Con is no longer exclusively for insider fandoms; it's a celebration of any world that captures people's imagination. This democratization of fandom means licensing opportunities extend far beyond traditional comic book and gaming properties.

The Bottom Line

LA Comic Con 2025 revealed a marketplace where functionality meets fandom, families engage together, and diverse properties compete for attention. For licensing professionals, the message is clear: the most successful products will be those that authentically serve fans' desire to express their passions in both spectacular and everyday ways.

Keepsake Booth