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.

1. Disney

2. "Bluey"

3. "Minecraft"

4. Warner Bros.

5. 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:

1. Gifts and Novelties

2. TV/Film/Animation/Streaming Media

3. Toys/Games

4. Fashion (Footwear/Accessories)

5. 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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If you’re a fan of basically anything and have merch, then you have heard of Bioworld. They are a merchandising company that has helped countless franchises with their merchandising needs. At New York Comic Con, they celebrated their 25th Anniversary with an industry party, where they partnered with Viz Media. Not only did we get to see some of the merchandise they have made for various anime, such as Bleach, Naruto, and Dandadan, but we also talked to Nicole Gaibrois, who serves as the Director of Brand Management.

CS: Tell us about some of the pieces in here.

Nicole:  We're a global company, and we work with, not only anime, but studios like Disney, Warner Brothers, and Marvel. We also have a sports division. What we're doing today is celebrating Bioworld’s 25th anniversary. We partnered with Viz Media, who we've had a great partnership with for almost 10 years.

They have a lot of great IPs that helped build our company along the way. For example, Naruto, of course, a classic anime that generations of people love and newer ones like Dandadan. Years ago, anime used to take many years to build up the fandom and get product introduced to retailer. Having great partners like Hot Topic bring it to market sooner. We're seeing that Gen Z is adopting anime at an earlier time than ever. If you can get product into retail at the same time that the content is airing it is such a win.

CS: What are the pieces that you are showcasing here?

Nicole:  What you see here are some of the best sellers over the years. This is the first Naruto shirt that ever went to Walmart and the first item to sell one million units. It's not currently an active style, but it was one of the highlights that launched us into this space – mass production. As you can see, we have a lot of built up product. It’s very important to us to make sure that you have those pieces. It's almost like collector items. When you're a fan of something, you wear it day in and day out. It's got to hold up. It's got to last.

One of the things that's always challenging is people think anime is niche, and it's not. It is one of the most weekly viewed things from Gen Z. 60% of Gen Z watch anime. That's a crazy number. Anime is very unisex. Inside anime, not only do you have sports anime, like Blue Box, but then you have action ones like My Hero Academia. You have Jujutsu Kaisen which leads to the horror customer. Every genre fits into anime, and it's really exciting, something for everyone.

CS:  Is there a fandom that you haven’t delved into yet that you’d really love to?

Nicole:  We are pop culture nerds. The reason we all work for Bioworld is we are enthusiasts ourselves, so if we're missing something, then we got a problem. There's so much crossover that happens even among the sports and pop culture. There are people like Shohei Ohtani, who's a fan of anime. There are NBA players that are also fans.

Music is probably my first nerdy thing that I loved and enjoyed. I love music because it crosses over every genre and every thing. You watch a movie and you remember that killer soundtrack. Anime music is so important to the overall theming. If we see something that youth culture is into, we want to be a part of it. A lot of our people that work for our company are younger designers too so it's a very organic process. They want to develop and design for something that they're true fans of.

CS:  How hard is it to get rights to IPs to make the merch?

Nicole:  In the anime space we're very well known. I hope that we are one of the premier partners that most studios would like to work with first. Viz Media is one of our relationships, but we also work with Toei, Toho, Crunchyroll, you name it. The brand managers are really engrossed and passionate about it. We know the titles, and we reach out. Sometimes we reach out first, sometimes they reach out first. It's a very natural relationship. There are certain titles that are more appealing to us and we feel more passionate about. We would love to sign everything in anime, but there's too much content. We are selective in things that we think will have multiple seasons. Sometimes we call it right, and sometimes there might be an IP that's not as strong as another. But if it's something we believe in, we go for it.

Bioworld has established themselves as a company that they [Toei, Toho, etc.] know that we're really supportive of their IPs. And we don’t have just apparel. We cross over many categories of merchandise - backpacks or buttons or pins and patches, lanyards, luggage, etc. We are your premier destination as we can service all those different categories.

CS:  Do you have a favorite anime?

Nicole:   My current favorite is Dandadan. I love Turbo Granny. It's fun and fresh.

CS: When a new anime comes out, do you look at it and say, is this something that we want to make product for? Or do you wait to see how popular it gets?

Nicole:  There are definitely titles that you can tell that there's merchandise behind it. Something like Dandadan for example. Turbo Granny is such a unique like character. It's a standout. We do think about all the different ways we can develop it into product. It looks great on a handbag. It looks great on the backpack. It looks great on a t-shirt. We also think about where we'll work at retail. We work really well with both Hot Topic and BoxLunch. Those guys are destinations for anime. They don't do just the initial big guys, they delve into the full genre. We find things that we know the fans are really going to love. Some titles just happen to have characters that resonate so well, and it works, like Jujutsu Kaisen and Demon Slayer. There are such strong looks in those titles that they are a top performer.

Temple of Geek x Bioworld Interview

Temple of Geek interviewed Bioworld’s Director of Brand Management, Nicole Gaibrois. Nicole shared great excitement. Bioworld is celebrating 25 years of apparel. They honor the best pop culture and fandoms. Bioworld has a long partnership with Viz Media. This collaboration is almost a decade long. The partnership started with Naruto. Naruto merchandise is still a classic. Bioworld brought new merch to NYCC this year.

Bioworld’s Massive NYCC Presence

Bioworld is one of the biggest brands at NYCC. Their presence at the event is massive. Fans show off their Bioworld merch everywhere. You see it walking in any hallway. Look around the exhibit hall, fans are sporting Bioworld shirts and hoodies. They carry Bioworld backpacks and water bottles. Bioworld is a staple of fan self-expression. You will find their merch everywhere at NYCC.

Bioworld is a global leader in licensed products. They work with over 1,000 brands. They partner with 2,000+ retailers. Bioworld elevates fan-driven product innovation. They create apparel and accessories. Offerings include home goods and travel items. Products cover many categories. These include film, TV, music, and sports. Gaming and pop culture are also represented. Bioworld is built by fans.

When New York Comic Con kicks off this week, the convention floor won’t just be a celebration of panels, collectibles, and cosplay. It’s also become an unlikely runway, where fans show off their passions through everyday fashion. And behind much of what’s on display is a name most people don’t even know: Bioworld.

The Dallas-based company has spent the past 25 years quietly shaping fandom fashion, from Marvel diehards and Pokémon trainers to anime fans and Hogwarts grads. Fans can find their pieces in retailers such as Target and Urban Outfitters as well as Disney Parks, but the company name rarely appears on the tag. If you’ve ever thrown on a Star Wars hoodie, a Harry Potter backpack, or a pair of Disney socks, chances are you’ve worn Bioworld.

“For 25 years, we’ve honed in on the intersection of pop culture and fashion, staying ahead of the curve on global fandom trends,” Bioworld CEO and founder Raj Malik says. “We don’t just create apparel and accessories, we live and breathe the fandoms that inspire them.”

What sets Bioworld apart is a focus on translating fan identity into wearable style. Instead of logo-slapped tees, Bioworld leans into streetwear aesthetics, subtle nods, and designs that fit seamlessly into daily wardrobes. 

“The last thing we want is just a title treatment on a t-shirt,” says Doug Johnson, creative director of Bioworld’s premium line, Heroes & Villains. “We create timeless pieces that elevate the story.”

The milestone year lines up with an exclusive NYCC party this week — a fitting stage for a brand that’s quietly outfitted fans for decades. What once lived only at conventions or in collectors’ closets now fills city streets worldwide. At Comic Con, that shift is unmistakable: fans not only dressing up, but dressing well, turning the convention into a stage for personal style.

IGN can exclusively reveal the first look at the Shonen Jump Store that is set to host an exclusive pop-up shop near the Los Angeles Convention Center during Anime Expo 2025, and it will feature limited-edition merchandise, brand-new product reveals, immersive photo ops, and much more based on Dandadan, Demon Slayer, Naruto, and more.

The Shonen Jump Store will be setting up shop from July 3-5 and, among many other things, will be the only place to get new themed items from Dandadan and Kagurabachi two weeks before their online debut.

Rare items from the JUMP Shop Japan, BIOWORLD's anime apparel (including Hunter x Hunter and JoJo's Bizarre Adventure basketball jerseys), new figures from Bandai's Figuarts line, and returning favorites from Naruto, Kaiju No. 8, and One Piece will also be available.

Funko fans will also be delighted to know that a fresh Dandadan Pops! Funko POP! collection will be unveiled on July 3 and will be available to preview and pre-order at the Shonen Jump Store.

Alongside all of this, photo ops will include Dandadan and Demon Slayer-themed backdrops, UNION ARENA TCG demos featuring BLEACH and Jujutsu Kaisen, and more. Oh, and attendees will even receive a free demo deck and an exclusive card.

If you'd like to visit the Shonen Jump Store during Anime Expo 2025, it will be open from 11am - 7pm daily and is just around the corner from the convention center at 212 West 12th St. in Los Angeles, California. If you are a Shonen Jump member, you'll even receive priority entry via a special VIP line.

BIMBA Y LOLA  are relaunching an apparel and accessories capsule collection with Bioworld inspired by the painting, “Bathers at Asnières” (1884), one of artist Georges Seurat’s most iconic works. "We felt BIMBA Y LOLA was the perfect partner to execute this exclusive collaboration with London’s The National Gallery," says Richard Radford, head, licensing, Bioworld International. “It’s an exciting opportunity to link the brand (and its fans) to a world-renowned arts institution through a unique drop. All the products in the range are a reinterpretation of a single painting.”

As an official licensee of London’s National Gallery, Bioworld International has fostered this unique project – in it, BIMBA Y LOLA joins the celebrations of the gallery’s 200th anniversary through a drop of apparel and accessories including dresses, shirts and leather handbags, probably the retailer’s signature and most popular item. 

The exclusive range becomes available at a select choice of BIMBA Y LOLA locations around the world, including London (Regent St. flagship store), Paris, Miami, Mexico City, Madrid, Barcelona and Singapore. The brand’s online store also features the collection, which uses different crops from Seurat’s iconic painting as large-format images printed on the products.

BIMBA Y LOLA had previously worked on collaborative projects with artists and designers, but this is the first time it has released a fully licensed collection in its 20-year history. The brand was born in Spain in 2005, now runs nearly 300 points of sale around the world and sells online through its own site in 36 markets. It is a growing force in the landscape of high-tier retailers with global sales raising above 225M € yearly. 

The marketing side of this special project is strengthened with a video interview where National Gallery Art historian, Richard Stemp, explains the secrets and relevance of “Bathers at Asnières” while in front of this artwork, filmed in the gallery itself. Further to this, the brand is also partnering with fashion influencers and London’s trends magazine The Face on a 360-degree communication campaign around this project.

Warner Bros. Discovery has re-upped its contract with Bioworld, the merchandise company it has partnered with for decades on tie-in products across IP, including the DC Universe, Harry Potter, and Looney Tunes.

The new two-year deal for more than 150 WBD-owned properties covers apparel, headwear, cut-and-sew garments, backpacks, footwear, home products, and more sold throughout the U.S., U.K. and Canada.

The contract renewal comes ahead of the release of James Gunn’s new “Superman” movie. While Bioworld’s overall partnership with Warner Bros. began in 2008, 2025 marks 20 years of the company working directly with the Superman brand. This year is also the 25th anniversary of Bioworld.

Since the start of 2024, Bioworld has shipped 7,500 unique products across 110 item types to more than 500 different retailers, including those in North America, the UK, and throughout Europe, per the company.

“Bioworld has worked with Warner Bros. for decades, proving they have what it takes to be a best-in-class partner and are experts at what they do,” Warner Bros. Discovery Global Consumer Products’ vice president of fashion and home Jessica Elliot said. “The team is always up for a challenge, and it’s been fun to work with them over the years as we come up with new ideas, new designs, and new takes on our fan-favorite characters. We look forward to many more years of continued partnership.”

See below for Variety‘s interview with Bioworld’s vice president of licensing Jennifer Staley.

How have the Bioworld Superman products evolved over the years as the character has gone through many iterations at WB?

When we first partnered with them in 2004, we wanted to bring innovation to our consumer products business. At that time, there was an opportunity to expand the business into adult apparel and accessories. Consumers (of all ages) wanted to express their fandom more in their everyday lives. Our strategy for WBD properties has always centered around elevated products with aspirational designs. We accomplished this with exclusive original artwork that aged our product up and appealed to the super fan.

What do you think is at the core of the continued partnership between Bioworld and WB across IPs

Every WBD property we work with benefits from a custom strategy we develop with WBD at each level of the go-to-market process. Our team’s collective effort to deliver what’s best for the brand has been a staple since day one. We have a mutual respect for the legacy behind DC’s legendary storytelling and its exciting future.

What trends are you noticing/chasing right now in the licensed product market?

Collaborations have become an important part of the modern business model. We have an exciting project currently in the works that features DC characters with another world-renowned character-based IP.

What can you tease about upcoming products tied to the new Superman film and how you all have been preparing?

The new “Superman” movie from DC Studios is an exciting opportunity to engage consumers of all ages. Bioworld has worked closely with WBD Global Consumer Products to develop and curate multi-category brand statements that include apparel, headwear, cut-and-sew garments, backpacks, footwear, home products, and more. We can truly connect fans with their favorite superhero in all aspects of their lives. We create products they can be proud to wear and use.

See images below of new Superman products coming from Bioworld.

Bioworld's reach is truly global. The Texas-based brand growth platform assists its world-class partners, from household names to next-big-things in pop culture, connect with consumers in every channel. An international pioneer of lifestyle pop-culture apparel and accessories for 25 years, Bioworld has partnered with creators and brands to bring pop culture to all. With over 30 categories, 50,000 SKUs and retail distribution in all tiers, including Amazon and direct-to-consumer, Bioworld's distribution is flexible to jump on emerging trends and streamline its omnichannel reach to fans worldwide.

License Global spoke to Jason Mayes, senior director, marketing and intellectual property, Bioworld Merchandising, about how the company's licensing, is not just a product but a form of expression.

License Global: Bioworld has hit a major milestone. How will Bioworld mark its 25th anniversary?  

Jason Mayes: Bioworld was started to fill a void in the market for licensed music accessories. It all began with two music hats. It's funny to think back on it now. Over the years we've grown into a global brand growth platform. Helping partners of all sizes reach consumers in every channel. We're using this milestone anniversary to reflect on the journey. Celebrate with long-term partners and strive to continue to push the industry forward into new and exciting audiences.  

Related:Bioworld Acquires Character World Brands

We are excited to continue this year of BW25 with a collab press event and party with our great long-time partners Viz Media. The event will take place on the opening night of the Anime Expo. Be sure to stay tuned to our social channels to learn more about that event and the other cool celebrations for BW25 throughout the year.

What does the team at Bioworld look for in a partner? Is there a general strategy or is it specific to each property? 

For 25 years, Bioworld has empowered our partners to forge stronger connections with their global audiences through elevated product design, merchandising, & distribution. Every brand is unique. We help our partners define and execute customized product strategies that scale at retail and beyond. Every brand in the Bioworld ecosystem benefits from custom strategies at every level of the go-to-market process.  

For example, in 2024, we partnered with The Boys, YouTube content creators. They have 5.85M subscribers who are fiercely loyal and engaged worldwide. Bioworld brought an agency services model to The Boys to drive brand acceleration and consumer engagement. We helped revitalize their ecommerce experience. This included strategic drops of curated collections full of innovative products, order processing, inventory management and fulfillment.

In March, Bioworld announced its acquisition of Character World Brands. What was it about the company that attracted Bioworld to procure the company, and what are your plans to develop licensed products with them? 

The partnership represented a mutually beneficial opportunity for both companies. We can create significant growth opportunities by leveraging our global reach and product expertise. The new venture aligns closely with our business and delivers exceptional value for our shared customers while increasing our footprint in the EU. The collaboration will catalyze brand and category expansion across all retail channels, capitalizing on Character World Brands' established market presence and track record of success.

Bioworld has worked on licensing rollouts for big films, more recently "A Minecraft Movie" and "Wicked." How do you ensure your brand stands out among robust consumer product collections? 

We're very proud of our expertise in brand translation. We are known in the industry for continuing the brand story onto products that engage fans. Our strategy for "Minecraft" has always centered around elevated and multi-gendered designs. When people think of a property where the primary target is a youth consumer, they typically think of basic apparel and accessories. We have elevated the fashion angle and the lifestyle approach to make it an aspirational brand for all ages. That is the right direction to take an evergreen brand. Aesthetically very bespoke.

Even though the primary gaming target may be a younger consumer, the original player is now a young adult. There's a real opportunity to design a product specifically targeted to that person who grew up playing "Minecraft" and is now a young adult.  

Further rounding out the gender balance in the youth market is a big opportunity. It's currently very heavily boys. We know there's a girl's consumer. Ensuring we have the right product and distribution for that girl's consumer is key.  

Europe is also a real growth opportunity. We have focused on the U.K. and EU markets for many years. We have established retail relationships poised to grow exponentially because we have consistently delivered elevated products targeted at European consumers.

What are the most popular categories, according to Bioworld’s count? Are there any categories that perform well but may surprise people?  

We have unlimited categories at this point through innovative product development and acquisitions. Our backpack and bags category is a highlight. We have been pushing the boundaries of elevated novelty bags for years. We have teams of designers for every product category, so the expertise runs deep. We also have our successful proprietary DTC brand Heroes & Villains. This is fertile ground for dropping new product innovation across categories.

The home and luggage categories are real growth opportunities for us –textiles in the EU also (with the acquisition of Character World Brands). Our complete cross-category assortments are deeper than those of anyone in the industry, which is a win for our brand partners and consumers.

Heroes & Villains, one of Bioworld's pop culture lifestyle bands, has worked with many big brands. How does this label differ from Bioworld? Are there more collaborations coming out from Heroes & Villians?  

Heroes & Villains is a proprietary DTC brand we've had for years. It was first launched as a part of our DTC business unit to create a comprehensive consumer engagement model. We coined the strategy from 1,000,000 to 1. Being able to engage and get feedback from the consumer at a one-on-one level was very valuable as we built more aspirational collections across all our brand partners for all tiers of retail.  

Heroes & Villains exists for the collector; our loyalty lies with the story. The brand represents a timeless and authentic approach to wearable lifestyle gear for those who expect more from the story. 

The brand has been honored to work with some of the most celebrated storytellers in modern history. The primary IP associated with the brand is Star Wars (Lucas Arts). Disney and Lucas have been excellent partners from day one. They understand the brand's mission and have supported it with licensed content for over eight years. We have been fortunate to work with many other marquee brand partners like Marvel and DC Comics.

In an era far, far away… windbreakers were once all the rage. Today, Heroes & Villains introduces the nostalgic ‘90s trend to a new decade with a stylish Star Wars twist!

Fans can choose their allegiance with three intergalactic looks: Jedi Knights, Empire Army, and Rebel Alliance. Each nylon jacket features the faction’s unique colors, logos, and style, from the bright blue of a Jedi lightsaber to the Rebels’ tactical, dusty browns. With retro color-blocking and eye-catching designs, these windbreakers will add a blast from the past to fans’ closets.

The jackets are the perfect intergalactic travel companion! The breezy nylon protects fans from Tattooine’s blazing suns, while the water-repelling hood and elastic cuffs keep them cozy and dry through any Kamino storm. Through thick and thin, fans can support their alliance and show off their favorite films in space-age style. 

Bioworld Merchandising Inc, a leading global provider of lifestyle pop culture products, proudly announces the acquisition of Character World Brands, Europe’s leading licensed home textile company. This partnership enhances the growth trajectory for both companies.

Leveraging Bioworld’s global presence, unparalleled industry expertise, and robust infrastructure, the alliance is poised to generate exceptional value for consumers, brands, and retail partners. This acquisition unlocks new distribution channels, expands licensing opportunities, and strengthens the product portfolio.

“This is a partnership that represents a mutually beneficial opportunity for both companies,” said Raj Malik, CEO of Bioworld. “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.”

“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 solution. 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,” said James Walker, CEO of Character World Brands.

The collaboration will catalyze brand and category expansion across all retail channels, capitalizing on Character World Brands’ established market presence and track record of success. With this strategic union, the two companies are positioned to push the boundaries of the licensing industry in the US, UK, and Europe.

Bioworld is actively exploring additional strategic acquisitions, investments, and partnerships to further strengthen its growth platform and continue its trajectory of market expansion and innovation. More will be announced in due course.

About Character World Brands

Founded in 1998 with headquarters in the UK, Character World is Europe’s leading licensed home textile company bringing the world’s most beloved brands to life through innovative home and lifestyle collections. With a passion for design and a commitment to excellence, Character World Brands collaborates with top entertainment, gaming and sports brands to create homeware that inspires fans of all ages. Character World Brands’ expertise in licensing, manufacturing, and retail partnerships has made them a trusted name in the industry, delivering products that turn everyday spaces into immersive brand experiences. For more information, visit characterworld.com

About Character World Brands

Bioworld is the leading global manufacturer of licensed apparel, accessories, and home goods. Bioworld partners with the world’s most iconic creators and brands to bring pop culture to life, all to create deeper connections between fans and the things they love. Founded in 2000 as a headwear company, Bioworld currently designs into over 30 product categories and partners with retailers at all levels of distribution. From mass to specialty, from boutique to ecommerce, Bioworld helps fans connect at every price point, style, and trend. For 25 years, Bioworld has empowered its partners to forge stronger connections with their global audiences through elevated product design, merchandising, and distribution.

Industry leading infrastructure capable of fulfilling every customer need across continents. Fourteen offices worldwide and the strategic ability to attack and set trends. Omni-channel fulfillment on a global scale.

The Mighty Nein, the other actual play series from Vox Machina creators Critical Role, doesn’t always get the attention it deserves. But, if you ever wanted to show off your love for The Mighty Nein, Heroes & Villains has just launched a new line of apparel inspired by the heroic adventurers of Wildemount. While I typically cringe at most nerd-branded apparel, I can’t deny the appeal of the punk aesthetic attached to this collection.

My personal favorite, the Mighty Nein Denim Work Jacket features a manga-inspired print of the excitable Tiefling Cleric, Jester Lavorre, fasted to the back with pyramid spikes. But if you’re in the market for something a little more understated, you might want to check out the Mighty Nein Logo Cardigan. A soft, striped, slouchy, button-up sweater that features an embroidered Mighty Nein Logo on the back. You can also find a series of “Tour” tee-shirts featuring animated portraits of The Mighty Nein, along with a list of locales they’ve visited.

When it comes to being nerdy with style, the folks at Heroes & Villains have a sleek assembly of clothing and gear that make it easy to show your love for your favorite movies and TV shows without overdoing it. They've long been a staple of our massive holiday gift guides for years, and we featured a killer "Deadpool & Wolverine" collection in 2024. Basically, they've always got something cool to make getting dressed up or going on vacation feel like an adventure, especially if it's to a galaxy far, far away.

Today, Heroes & Villains has unveiled a new collection of "Star Wars" gear for the traveler who always seems to be moving at lightspeed, and we're happy to exclusively debut the new items right here at /Film.

There's a new trio of duffle bags with designs inspired by the Jedi, the Rebel Alliance, and the Galactic Empire. Plus, for those who like to keep their toiletries neatly organized instead of jumbled around like some kind of scruffy-looking nerf herder, there's also a trio of toiletry bags (or dopp kits) that match each duffle bag perfectly. After all, no one wants to be caught on Cloud City without matching travel gear. Am I right, folks?

Take a closer look at each of the new "Star Wars" travel gear options that are available to order for Heroes & Villains starting today!

Duffle bags for smuggling or day trips to Coruscant

First up, we have the three new Trudger Duffle Bags with designs inspired by the Jedi, Rebels, and the Empire. Each bag measures 20.5" W X 12" H X 12" D, and they all have plenty of compartments for keeping everything organized, from your deodorant to your lightsaber. The top panel features an exterior zip pocket for easy access for things like keys or boarding passes and passports.

Meanwhile, for those taking this back to a gym on Geonosis, there's a separate shoe compartment so you don't have to keep your clothes and sneakers in the same place. There are even vents in the shoe compartment, so you don't have to worry about the bag smelling like a garbage masher on the detention level of the Death Star. Was that a long way to go for this reference? Sure, but I don't care. I did it just for me.

The interior also has a PVC pocket that make it easy to store wet swimsuits or sweaty socks, so you don't have to worry about getting anything else in your bag wet. The back panel has a mesh pocket for towels or yoga mats (not Yoda mats). Finally, the bottom is made out of a rubberized, coated poly to keep the bag from falling apart, and it's also easy to wipe clean.

Each bag costs $120, and they're available to order at Heroes & Villains today.

The barrel toiletry bag is for the galaxy traveler

Meanwhile, packing up the essentials in your barrel toiletry bag is going to make you feel like the most efficient traveler in the galaxy. Sized at 9" W X 5" H X 5" D, the bag is small enough to be convenient but big enough to hold everything you need for a quick trip. First of all, the outside has a utility clip, so you can just hang it outside of any bag, rather than taking up valuable space inside any other bag.

The larger side handle make it easy to cary from place to place, and you can hold on tighter with the webbing handle, in case you find yourself in a wretched hive of scum and villainy where the only currency is a good minty toothpaste. Inside, there are elastic straps to hold razors and toothbrushes, as well as two mesh slide pockets.

Of course, the designs of each bag are made to go perfectly with the corresponding duffle bag of your choice. If you're a Rebel spy, maybe you'll want to hide your toiletry bag inside the Imperial duffle bag. Perhaps you can provide a little social commentary where the Jedi toiletry kit fits inside that of the Rebellion. Either way, you can't go wrong with these functional and stylish "Star Wars" travel bags.

Each barrel toiletry bag will cost $36, and they're available at Heroes & Villains right now.

Now, Star Wars fans can travel the planet in style from a galaxy far, far, away. Heroes & Villains sent The Direct one of its Teal Jedi Carry-on Suitcases for review, and it's honestly one of the best pieces of travel gear I've ever handled.

The moment I saw the luggage in person, there was an instant recognition of quality.

While we were given the Teal Jedi design, Heroes & Villains (who had an impressive setup at San Diego Comic-Con 2024) offers other designs, including Silver Imperial, Orange Rebel, Blue Clone Trooper, and a Green Mandalorian (which is sold out).

First and foremost, it looks absolutely stunning. The design is wonderful and any Star Wars fan will be quick to fall in love with it. What makes the design excel so much is the subtly at play. It doesn't necessarily scream Star Wars to the uninformed, and it looks like a natural, well-designed piece of luggage. Though, for those that get the Rebel or Empire-themed pieces, it could play a little more obviously.

Those familiar with the franchise will appreciate it that much more with all the detail that’s on display. 

There’s Aurebesh writing all on it, including a label on the front that reads “The Force.” Since I have the Jedi-themed piece, their logo is plastered in the front (and on a nice metal plate on the bottom left).

I knew the moment I got it that I had to take it out for a trip, so I went to Las Vegas to test it out.

The luggage opens with two sturdy clasps that each can be locked with a three-digit code (don't worry, there’s a special key slot for the TSA to get in if they need to). Even with it jam-packed with stuff, I never had issues getting it closed.

The handle extends and retracts smoothly, with the suitcase’s wheels providing a smooth experience when dragging to its destination (either rolled parallel to the floor or at an angle).

To further help get a grip on it, there is a handle on the top and the side, in addition to the one you hold on to when wheeling it.

One slight hiccup I will note with this piece is that, even when empty, this suitcase is heavier than others. It is not feather-light, so if overpacking is a severe worry in that respect, that’s something to consider.

When it comes to its size, this is a carry-on suitcase, and it fits within the standardized restrictions when it comes to its measurements.

Opening the suitcase reveals its insides are split into two organized halves.

The first is closed behind a zippered net divider, and is simply a big empty space to stack whatever you might want to story. 

The other half offers some more organized storage options.

A divider buckles in to keep everything under it in place and tidy. On its front are two little pouches in which people can put things like toiletries or charging cables—or whatever miscellaneous accessories you might have to pack.

With all of those well-designed organization features, it’s easy to maintain the cleanliness of the suitcase’s interior, even if you are going in and out of it on a consistent basis.

I had zero issues hauling this suitcase around on my trip to Las Vegas, and it was the perfect size for my stay. Obviously, for those longer journeys, one might want to get a slightly bigger piece of luggage as well.

I can’t recommend this carry-on suitcase from Heroes & Villain enough, and you’ll surely get some looks of jealousy from those around you when they realize they aren’t packing the same level of fandom style as you.

The company's Star Wars travel collection also includes other fancy backpacks, toiletry travel bags, cosmetic travel sets, luggage tags, and more.

Bioworld Merchandising's luggage line offers customers a fun way to show off their fandom that goes beyond more classic items like T-shirts or Funko Pops.

The merchandise Bioworld offers covers a wide range of properties, from Marvel and DC to Disney and Pokemon, and much more. In addition to luggage, Bioworld also sells more typical merchandise like socks, hats, and pajama pants.

Speaking with The Direct's Russ Milheim and Gillian Blum, Bioworld Vice President of Licensing Beth Bowman Taylor shared what makes the company's fandom-inspired luggage line unique.

Bioworld, Taylor said, "focus[es] on the characters and the quality" in any of its products, demonstrating the company's commitment to both "fandom" and "premium" merchandise:

"Bioworld is all about fandom and bringing premium product to all their fans, so we really take that in care when we're creating the luggage here. So we focus on the characters and the quality of the product to bring the best to them."

Some such fandoms include Spider-Man, Batman, Mickey and Friends, Cars, Sonic, Star Wars, Minecraft, and more. Taylor gave a special shout out to Hello Kitty, saying her "daughter enjoys that" and that "it's really great being able to share that with her:"

"Well, personally, I do enjoy Hello Kitty. It's just so adorable. And it's really my daughter enjoys that as well. So it's really great being able to share that with her."

Taylor said that not every piece of luggage is fandom-themed, though, with "classic pieces" that have "more of a sophisticated look" as well:

"They are more of a sophisticated look going after a different consumer. ... Bioworld has you covered — everything from your fandom to your classic pieces as well."

As for the products themselves, there are different types of suitcases, duffels, and backpacks, but also the likes of packing cubes and and jewelry cases, as Taylor shared.

Taylor talked about the range of luggage — both in terms of the products' different styles, represented fandoms, and designs. Some of Bioworld's fandom luggage is a bit more stealthy in its portrayal of its fandom ties, "for someone who doesn't want to carry around the large billboard of who their favorite character is."

This is accomplished with things like a product having a subtle exterior, but a "fun print" on the inside, or incorporating "just a touch of fandom" into "smaller items" and other designs:

"We do have some properties here, or some styles here that, you know, it might be a molded, subtle case, but on the inside, we really have that fun print for you. As well as, on the other side of me is all of our travel accessories. You know, for someone who doesn't want to carry around the large billboard of who their favorite fan or character is, we have the smaller items. So you can do that, you can have your packing cubes, your neck pillows, with just a touch of fandom there."

Taylor also offered some insight into some very kid-friendly elements of the company's luggage, such as "ride ons," which are suitcases that kids "can either scoot on" or be "pull[ed]" on by a parent..

Taylor explained that these child-friendly options "give the kid a sense of independence," and that parents "don't have to, like, monitor and carry their [kids'] bags as well:"

"We do have, like the little youth, like ride ons here, which are really great to give the kid a sense of independence. So, as you're going through the airport, they can either scoot on their little, like, luggage scooter, and then you don't have to, like, monitor and carry their bags as well, because it's already in the product. And then when they do tire, you can just, like, easily pull them on it as well. So it gives them a little sense of independence, and they get to carry their own stuff."

Ultimately, Taylor said, Bioworld is "really excited" to be part of this market, and to be part of events like New York Comic Con. Taylor "hope[s] to continue to get out the word" about what the brand offers "and the quality that we stand for here:"

"This is our first time in the showroom for New York Comic Con. So we're really excited to be really launching in the travel category here and showcasing our product to everyone, and just hope to continue to get out the word of, like, all of the great characters and IPs that we cover and the quality that we stand for here."

There are new items in the mix at T.J. Maxx: Custom-made T-shirts whose graphic designs were created entirely by the in-house team of neurodiverse artists at Spectrum Designs.

This is the first retail deal for Spectrum, a nonprofit custom apparel and promotional products business with a location in Port Washington that aims to empower adults on the autism spectrum through meaningful and growing employment opportunities. Last year, the organization hit $5.5 million in sales, according to Spectrum.

The shirts are now available in 500 women’s departments and 200 men’s departments in T.J.Maxx stores nationwide, with a significant presence in its East Coast shops. Each shirt comes with a custom hangtag, telling the story of Spectrum, whose logo is also subtly designed into every shirt.

“We wanted to have a message of inclusion,” Patrick Bardsley, cofounder and CEO of Spectrum Designs, told LIBN.

Spectrum’s partnership with TJ Maxx comes at a time when nearly 85% of adults on the autism spectrum are unemployed in the U.S., according to published reports. Spectrum, however, works to shatter employment barriers.

The organization currently has 76 people on staff, “60% who are neurodiverse,” with many working in “all areas of the business,” including in marketing, administration and managerial roles, Bardsley said.

To bring the opportunity with TJ Maxx forward, Spectrum partnered with Bioworld Merchandise, a brand-merchandising firm headquartered in Texas, that also works with such brands as Disney, Warner Bros. and Sanrio in more than 25 apparel and accessory categories.

Bardsley praised Bioworld and TJ Maxx for “recognizing and spotlighting the power of neuroinclusivity.”

“This collaboration showcases the extraordinary talents of our team and brings their designs to a national audience, furthering our mission to transform perceptions of those on the autism spectrum, particularly in the workplace,” Bardsley added.

Bardsley pointed out that at Spectrum, “neurodiverse individuals are not just part of our workforce—they are driving our innovation and success every day and this is yet another example of that.”

Bioworld provided guidance to Spectrum as its neurodiverse team designed a six-style collection, with original, on-trend graphic designs. The collection is printed and packaged at Spectrum’s Port Washington location.

“We are proud to be a part of the global community working to increase positive change throughout the marketplace,” Jason Mayes, senior director of marketing and intellectual property at Bioworld, said in a written statement.  “This collaboration is a testament to the power of inclusion and creativity, and we are excited to see these designs reach a wider audience.”

For Spectrum, the launch comes at a time when the organization is cultivating a notable presence on social media. Recently, a viral video posted by Kelli Fisher, Spectrum’s social media manager who is on the autism spectrum, garnered over 23 million views. This led to 206 new business requests from companies that include Renewal by Anderson, Yeti and others in just a few weeks. This includes a $100,000 order from the Missouri National Guard, Bardsley said.

All of this set the stage for the most successful month in the company’s history. The company is on track to reach $6 million in sales by the end of 2024, eclipsing the $5.5 million sales record from the year prior.

All of this could translate to adding jobs, and increasing production hours, Bardsley said.

It also leads to future partnerships with other retailers, including big-box stores, Bardsley said.

Truly nailing a piece of fandom merch takes a specific vibe and knowledge from a brand. Bioworld is a brand behind a ton of the greatest apparel, accessories, and home goods, and it knows just what the fans want. From loungewear to lunchboxes, featuring the fandoms we love, Bioworld has got us covered.

They are fan-certified and worth all the hype.

We’ve curated a selection of cool and interesting products from Bioworld. Get cozy in Kuromi slippers or Naruto joggers. Level up your travel gear with a Minecraft backpack or Stitch belt bag. Whatever it is, Bioworld has it. When you find a brand that is great at creating quality and unique products to represent the things you love, there is no going back. Embrace your fandom —and yourself— with these incredible, officially licensed products.

We’re thrilled to chat with Jason Mayes, Sr. Director of Marketing and Intellectual Property at Bioworld Merchandising, a Texas-based leader in licensed apparel, accessories, and home goods.

With his background rooted in Texas, including his time at the University of Texas, Jason Mayes has helped shape Bioworld’s innovative approach to brand management and product development. 

Headquartered in Dallas, Bioworld connects fans with the biggest brands in entertainment, gaming, and pop culture, all while making a global impact through innovative design and trend analysis. They work with 1,000+ brands and have 2,000+ retail partners globally. They continue to expand their brand portfolio, having launched DTC brands like Dumbgood, Heroes & Villains, and Atsuko, focusing on entertainment and anime-themed products. More recently, Bioworld acquired Packed Party, a Texas-based company known for its creative lifestyle and party accessories. This partnership is a big step for both companies, boosting their ability to innovate and grow.

Bioworld also announced an upcoming partnership with Spectrum Designs, a non-profit dedicated to creating custom apparel and meaningful job opportunities for individuals on the autism spectrum. Notably, 100% of Spectrum Designs’ proceeds will support hiring and retaining a neurodiverse workforce.

In addition to this partnership, Bioworld has made significant contributions to the Dallas community, including their recent donation of 2,725 backpacks to Irving ISD and a partnership with the North Texas Food Bank to provide 1.5 million meals over the next five years.

We asked Jason about his journey to Bioworld, the key skills driving his success, how the company stays ahead of trends, and his advice for aspiring marketers in the merchandising industry. We’ll also touch base on Bioworld’s journey, their commitment to diversity and inclusion, and their exciting upcoming partnership with Spectrum Designs.

Let’s get into it!

How has your background and education, particularly your time at UT, influenced your career trajectory and approach to your role at Bioworld?

I have always been able to successfully leverage the creative and analytical sides of my brain. That has played an important part in my approach to my career. The ability to see all sides of a situation and function effectively and efficiently within it. I really learned to leverage this skillset during my time at UT. I’ve been at Bioworld for 20 years this fall. It’s a blessing because I have been able to apply all of my talents and define my role within the company. From corporate messaging and wholesale e-commerce strategy to intellectual property management. This has made me very effective in driving the company’s evolving goals throughout the years.

How does your role shape Bioworld’s approach to brand management and product development?

A key aspect of my role is brand strategy and omni-channel execution, managing the nuance of consumer engagement across all channels. At Bioworld, we drive partners’ success through connecting to consumers globally. This is done by translating the brand’s consumer demand through expert product design and by reaching them wherever they are.  

In the current consumer engagement landscape, success is measured through cross channel communications to multiple audiences, including brand partners, retailer partners, and consumers. Those touch points yield data-driven decisions that penetrate every facet of our business from design, sourcing and licensing to marketing and sales, ultimately putting the right products in the right hands at the right time.

How did you end up in your current role at Bioworld?

My early career was on the agency side of the business. I honed my media planning and multi-tiered communications skills across several larger consumer brands. Ultimately, I felt the client side was a better fit for me, which led me to Bioworld in 2004. I haven’t looked back since.

What skills have been most critical to your success?

I would say there are several. First of which is agility, like being able to manage a large number of complex initiatives and leverage their outcomes into a greater business goal.  We have to think 18 months out to capture where the consumer is going, capitalizing on white space and staying ahead of global trends, which is key to our success.

Next would be our consumer-first approach.  None of us get to where we need to go without consumer insight and understanding, which serves as the foundation of the business.  

Lastly, I have a unique skill set with expertise in intellectual property law and asset management. I immersed myself in intellectual property law upon arriving at Bioworld 20 years ago, and I have a mini-masters in IP asset management.  This knowledge allows me to see and create impactful whitespace in channels across private label brands and proprietary designs. The skill set of marketing expertise and intellectual property management has been a game-changer in this profession.

What do you believe sets Bioworld apart from other companies in the licensed merchandise industry? How does Bioworld stay ahead of trends in the fast-evolving world of licensed apparel and accessories?

Several things:

Global market intelligence. We have a global infrastructure that is capable of fulfilling every customer’s needs across continents. Featuring 12 offices worldwide, we have the strategic ability to attack and set global trends, not just react to them.  This increased speed to market and business insight helps mitigate risk for our partners, while opening new revenue streams across channels.

Obsessive focus on product and design innovation. Industry leading product design partnered with global trend analysis contributes to Bioworld’s 25+ product categories with production of over 50,000 skus across 350 item types annually. That’s a lot of products! Add extensive knowledge of cultural context and consumer demand and this is what continues to set Bioworld apart in the industry.  

Innovation at every level of our business. This, to us, means product and tech innovation, content creation and early adoption of emerging strategies. Authenticity, immersion and insight fuel our culture of innovation, and it’s what drives us to continuously reimagine consumer products and their ability to ignite fan engagement.

Bioworld recently acquired Austin-based company Packed Party. What went into this decision and how does it support the Bioworld portfolio?

Packed Party is aligned with Bioworld’s expertise in merchandising as the company offers an array of lifestyle products and dynamic party accessories that consumers love. This acquisition opens the doors for significant expansion and progress for Packed Party across distribution channels, licenses and products, giving consumers a new way to enjoy and interact with their beloved products. 

As we create significant growth opportunities by scaling Packed Party’s offerings, the new venture is mutually beneficial as it once again delivers value for our shared customers and brand-first community. Leveraging Bioworld’s global presence, industry expertise, and robust infrastructure, the convergence is poised to generate new opportunities for fans, customers and retail partners.

How does Bioworld prioritize DE&I and philanthropic initiatives? How do these impact the Dallas area, Texas and/or national consumers?

On the product development side, Bioworld believes in pop culture for everyone. We are heavily invested in studying consumer and industry trends, as well as pain points, to ensure every consumer has functional products that express their fandom. For instance, we created adaptive backpacks with additional straps to hang on the back of wheelchairs. Available now, these products are designed so wheelchair users can more easily access their backpacks. We are proud to be a part of the global community working to increase positive change throughout the marketplace. 

Our team is also passionate about supporting communities in the Dallas area, where our HQ is based. This year alone, Bioworld donated 10,000+ backpacks to Irving ISD, committed to a five-year sponsorship of the North Texas Food Bank and provided $500,000 in support of the organization.

Tell us about the Spectrum Designs partnership. What is the scope of this partnership and how does it contribute to larger company efforts?

Spectrum Designs is a New York-based 501(c)(3) nonprofit with a mission to create meaningful and inclusive career opportunities for adults on the Autism Spectrum. We’ve partnered with the custom merchandise company for exclusive apparel created by their talented staff. Most recently, we developed a special six-style collection exclusively available at TJ Maxx, and we are currently in the process of developing licensed graphic styles with them, too. 

What advice would you give to someone looking to build a career in marketing within the merchandising industry?

Be collaborative, proactive, agile and aggressive. Create your own opportunities. I think it’s also crucial to be tactically strategic and to work backwards from your goal in the planning phase. You need to know what you want to achieve from the onset.

Cover photo courtesy Bioworld

Leean Vargas is the Highlight Reel newsletter editor at Texas Lifestyle Magazine and an honors graduate of Texas State University with a bachelor’s degree in Public Relations. She is a concert enthusiast who loves traveling, photography, good food, and discovering new hangout spots in her beloved city, Austin, Texas.

So excited to win the “Best adult apparel range’ at the 2024 UK Licensing Awards. We picked up the award for our cross-category assortment at Primark sold throughout Europe. 

At a Glance

• Pillar One: Innovation

• Pillar Two: Establishing a Global Infrastructure

• Pillar Three: Staying True to Its Principles

Bioworld has built a large space for itself in the licensing industry. And with a presence in over 25 categories, successful collaborations with more than 1,000 brands, capacity for large-scale and international operations and an estimated annual reach of 100 million consumers, it is no surprise why everyone wants a piece of Bioworld.

But how does the company capture so many people’s attention? How has it continuously been one of the top players in the industry for 25 years? What is its secret?!

Pillar One: Innovation

This pillar is not just about creating new product ideas. It is about being innovative at every business level. It means creating trends not following or reacting to them, adopting emerging business strategies early and continuously evolving its presence in the content space. It’s also being able to identify and incorporate cutting-edge technology and software into business practices and always keep an eye open for new markets to build a presence in.

Bioworld has showcased this pillar in action through its recent acquisition of Packed Party, a Texas-based lifestyle and accessories brand that designs confetti products and gifts. Packed Party’s recent glittery back-to-school items includes the Sweet Tart Confetti backpack and Party Like a Unicorn pencil pouch. This strategic union conveys how innovation at every business level leads to success and opens doors for expansion across distribution channels, licenses and products.

Its move back into the travel industry with Disney earlier this year is another example of the company’s forward-thinking and ability to establish and forecast trends.

“As most people know, the travel industry was disseminated during the pandemic,” says Michael Nolan, senior vice president, Bioworld. “But, as things have opened back up, the company saw emerging whitespace for licensed and branded travel accessories and luggage. So, Bioworld set out to innovate that space with the same diligence as it has all other categories for over 20 years.”

The unique Disney luggage collection features several silhouettes and colorways. The suitcases are made from elevated polyurethane, which decreases their maintenance and increases their durability and longevity. The suitcases, available in 20-, 24- and 28-inch models, have corner guards for extended protection.

Pillar Two: Establishing a Global Infrastructure

Another mission of Bioworld is for everyone to have accessibility to its products, everywhere. Over the last 20 years, the company has built an industry-leading platform capable of fulfilling every customer’s need across continents. With 11 offices worldwide, it has the strategic capability to increase products’ speed to market and partners’ global business intelligence.

“Our infrastructure allows Bioworld to fulfill orders around the globe,” says Jason Mayes, senior director, marketing and intellectual property, Bioworld. “This includes traditional brick-and-mortar retailers, e-commerce marketplaces including Amazon, wholesale e-commerce in the U.S., the U.K., Canada and India, direct-to-consumer channels and even social commerce. This not only increases brand partners’ reach, but it creates tremendous business intelligence the company can use to streamline the process and ultimately get fans the products they desire quicker.”

Pillar Three: Staying True to Its Principles

Perhaps the most important pillar for Bioworld is staying true to its founding principles. For the company, this means prioritizes diversity and inclusion, making sure all types of consumers have functional products that fit their needs and allow them to express their fandom. By staying true to its ethics, Bioworld has built long-standing relationships and trust with companies that share the same values, such as Warner Bros., LucasArts, Sanrio, Minecraft and many more. Bioworld has licensed adaptive backpacks, showcasing its dedication to diversity and inclusion. They are designed with additional straps, so they hang more easily from the back of a wheelchair than standard backpacks and simultaneously allow consumers to express their interests.

The global brand merchandising platform has also developed a new partnership with Spectrum Designs, a New York-based non-profit company specializing in custom apparel. Spectrum’s mission is to create meaningful and inclusive employment and vocational training opportunities for neurodiverse individuals. Together, the companies have launched a six-style collection with original art designed exclusively by the Spectrum team, dropping in August at TJ Maxx.

“We are proud to be a part of the global community working to increase positive change throughout the marketplace,” says Mayes.

The Road Ahead

Bioworld has built a well-constructed foundation that has allowed the company to be anchored in the industry, preventing any obstacles from knocking it over. The company will continue using these pillars to grow in the industry. More specifically, it will use them to focus on expanding its market share in the lifestyle active sports, home goods, travel, and creator spaces.