Global Merchandising Services “Global” continues to lead the licensing industry with unmatched experience in music, lifestyle, and entertainment. At Brand Licensing Europe 2025, Global presents a diverse slate of legacy, alternative, and emerging talent that represents the past, present, and future of cultural influence.
From heavy metal legends to genre-defying newcomers and global pop superstars, Global’s portfolio for BLE 2025 includes Iron Maiden, Oasis, Ozzy Osbourne, Motörhead, Ghost, Sleep Token, Zayn Malik, Niall Horan, and Jade Thirlwall.
Celebrating 50 years in 2025 as heavy metal pioneers, Iron Maiden remains a cornerstone of both music and merchandise culture. Their “Run For Your Lives” global tour serves as a definitive tribute to their legacy, complemented by an extensive merchandise campaign and licensing program, along with a feature documentary in production by Universal Studios that promises an exciting journey through the band’s five decades. Key initiatives include the release of Iron Maiden: Infinite Dreams, a visual history book from Thames & Hudson debuting October 7, which features commentary from past and present band members and rare archival photography.
A cross-category collaboration with George @ ASDA offers a wide range of apparel items, and, of course, Iron Maiden’s Trooper Beer! In July 2025. The Royal Mint unveiled a commemorative coin celebrating Iron Maiden’s 50th anniversary, designed by artist Albert ‘Akirant’ Quirantes, with hidden nods to the band’s career. Additionally, the band partnered with British streetwear brand Represent for their first official fashion collaboration, launching a capsule collection. The Van Zeller Wine Collection’s “Darkest Red” has sold over 400,000 bottles across EMEA, and recently launched in Brazil through Supermercado Guanabara. Licensing partnerships with companies like Funko, McFarlane Toys, Wizards of the Coast, Centauria, Behaviour Interactive, Melon Optics, and NECA continue to expand the band’s branded product offerings worldwide
The legendary Ozzy Osbourne, the “Prince of Darkness,” remains a towering figure in music and merchandise, celebrating his life’s contribution to the world with the historic farewell concert, “Back to the Beginning,” on July 5, 2025. The emotional send-off reunited Black Sabbath’s original lineup and featured an all-star roster, including Metallica, Slayer, Guns N’ Roses, Pantera, Gojira, and Alice In Chains. The event was marked not only by music history but also by a global rollout of exclusive Ozzy Osbourne merchandise.
Global, Ozzy’s longtime worldwide licensing agent, led a massive campaign surrounding the farewell event, with over 40 licensing partners across apparel, accessories, collectibles, and lifestyle categories. Highlights include Jolie Beauty, Madson, Lugz, The Great Frog, Zippo, Pluginz, Funko, McFarlane Toys, Castline, Fantoons, Chaser, Philcos, Other UK, Magnolia Pearl, Goodie Two Sleeves, Low Frequency, Metal Kids, Hypnotic Hats, Rubber Road, and Desert Cactus.
Ozzy’s merchandise continues to be carried by major retailers such as Hot Topic, Spencer’s, Old Navy, Primark, EMP, ASDA, Boohoo, and ASOS, reflecting the global demand for his brand. With over 100 million albums sold and a legacy cemented in the Rock and Roll Hall of Fame, Ozzy Osbourne leaves behind a cultural imprint that spans generations. His farewell was not just a final concert—it was the culmination of a life that changed the face of rock, celebrated through an unprecedented licensing program that will continue to honor his influence for years to come.
Drinkwater, reflecting on Ozzy’s unparalleled influence, said, “Ozzy’s influence on rock is immeasurable. This is a celebration of a legend.” His words capture the profound respect and admiration that continue to define Ozzy Osbourne’s remarkable journey and lasting imprint on music history.
One of the most iconic and influential British rock bands of all time, Oasis continues to define the sound and spirit of a generation. Their long-anticipated return to the stage has captivated fans this summer. With a sold-out stadium tour playing to over two million fans across the UK, North America, Asia, and South America, the band’s cultural impact is as potent as ever, and Global has crafted a dynamic licensing program to match the scale and legacy of Oasis.
Oasis have partnered with leading brands and retailers all over the world, including a first of its kind global campaign with Adidas, and have also partnered with the Levi’s, Funko, Casetify, Pluginz, Cotton On, and Pintrill, with more to come! The retail program has also seen extensive placement around the world, including H&M, Next, C&A, Zara, Marks & Spencer, Lojas Renner, Abercrombie and Fitch, Selfridges, Culture Kings, Gap, Zalando, and ASOS.
From retro-inspired lifestyle products to new collaborations that speak to younger audiences, Oasis continues to bridge generational gaps through music and merchandise. The band’s enduring cultural relevance—fueled by passionate fan loyalty and global retail demand—makes them one of the most valuable legacy music brands in the licensing world.
Read the complete article in the new issue of Licensing Magazine, pag. 56.
