Autumn Fair returns to the NEC Birmingham from September 7–10, bringing 12,000-plus buyers and more than 800 stockists together
As retail prepares for the crucial golden quarter, Autumn Fair will spotlight the power and profitability of licensing across the gifting, homeware, and fashion sectors. With licensed products continuing to outperform in key categories, this year’s show reflects the growing demand for British-made, purpose-driven, and nostalgia-infused licenses.
The UK gifting market remains resilient, worth over £50 billion annually, with licensed products accounting for a significant share in categories such as stationery, greetings, beauty, toys, and collectables.
Collaborations with heritage brands such as William Morris, Emma Bridgewater, and Sara Miller, as well as partnerships with heritage estates, artists, museums, and archives including V&A, National Trust and Kew, are growing in demand across textiles, home fragrance/candles, and tableware.
“Licensed products remain a resilient revenue driver in a challenging market,” says Soraya Gadelrab, event director, Autumn Fair. “Retailers are looking for compelling brand stories, lower MOQs, and cross-category flexibility – and that’s exactly what many of our exhibitors will be showcasing this year.”
Amanda Fergusson, CEO, Greeting Card Association adds: “Licensing plays a key role in the greeting card industry, allowing greeting card publishers to expand their range and see their designs appear on other products. Also, it allows some card designers to concentrate on the designing and work with others who license and publish their designs, similarly licensing allows well-loved characters and brands to appear on cards. With the UK greeting card market valued at over £1.5 billion*, licensed ranges are a key driver of sales across categories. We’re proud that several GCA members will be showcasing their licensed collections at the Autumn show.” *GCA Annual Market Report 2024
Key Licensing Trends at Autumn Fair 2025:
- Nostalgia & Pop Culture: Retro powerhouses such as Harry Potter, Star Wars, Barbie, and Friends continue to resonate with Millennial and Gen Z consumers. TV tie-ins like Friends, The Office, and Stranger Things still perform well in impulse gifting and seasonal ranges.
- Lifestyle & Influencer Brands: Collaborations with UK personalities including Mrs Hinch, and Paul Moneypenny are driving sales across home and gifting.
- Character Licensing: Evergreen appeal from brands such as Disney, Peppa Pig, and Marvel keeps children’s categories vibrant and seasonal peaks strong.
- Heritage Collaborations: Brands such as Emma Bridgewater, Cath Kidston, and the V&A Museum are elevating homeware with story-rich design.
- Gaming & Anime: Properties including Pokémon, Minecraft, and Demon Slayer are dominating novelty gift trends.
- Fashion Licensing: Representing 60–70% of all licensing revenue in the UK, fashion collaborations continue to push the envelope in apparel and accessories.
Licensed Brand Highlights:
- Toasted Crumpet launches two new licensed collections, the National Trust Woodland Treasures Card and Gift Collection, and The World of Peter Rabbit Christmas card Collection.
- Thames & Kosmos will be bringing the wizarding world of Harry Potter to Autumn Fair with the launch of two new fun Harry Potter craft products to the UK market – the Harry Potter Magic Wand Craft Kit and Harry Potter: Magic Letters and Seals Craft Kit.
- Baby Republic: Returning with top-tier licensed lines including The Elf on the Shelf, Mighty Wheels, and Imagination Starters – with new launches anticipated.
- Heroes Inc: A powerhouse in licensed apparel and accessories, now offering ranges from Marvel, Stranger Things, The Witcher, and more.
- GetRetro: Cult-favourite stockist of sci-fi and fantasy merchandise including Doctor Who, Thunderbirds, and Bagpuss.
- Robert Frederick: Launching a charming new Christmas collection inspired by Julia Donaldson’s The Gruffalo’s Child. Including an enamel mug, a festive stocking, hands-on crafts and letter-writing fun.
- Orange Tree Toys: Offering bespoke collections featuring Peter Rabbit, Paddington, and The Snowman.
- Soctopus: Launching exclusive collaborations with Peanuts and Aardman, plus fan-favourites from Star Wars and Harry Potter.
- University Games: Showcasing more than 700 games, puzzles, and licensed products including Paddington, Subbuteo, and The Rocky Horror Show. New additions to the 3D Model range, arriving this summer, will also be on display and include the Darth Vader, Spiderman and Deadpool characters.
- Widdop & Co: Featuring more than 3,000 new products and major licenses like Peppa Pig, Marvel, Disney, and Hasbro.
- Winning Moves UK Ltd: Offering collectible editions of classic Hasbro titles like MONOPOLY and Cluedo.
- AAA Merchandise: Supplying high-demand products for Lord of the Rings, Batman, Warhammer, and more.
- Dalian Talent Group: Global licensing leader behind French Connection Home Fragrance, Peter Rabbit scent ranges, Mr Men & Little Miss and Disney collections.
- Malini: Presenting their best-selling Paul Moneypenny licensed textiles, known for quality and trend-led designs.
To register or find out more, visit www.autumnfair.com
