IRON MAIDEN Licensing Program Surpasses 110 Partners Worldwide

Global Merchandising Services, the worldwide licensing agent for IRON MAIDEN, today announced that the band's global consumer products licensing program has now surpassed 110 licensing partners worldwide, marking a significant milestone in the continued expansion of one of music's most enduring and recognizable brands.

Spanning apparel and accessories, toys and collectibles, publishing, location-based experiences and more, the growing IRON MAIDEN licensing program is bringing the band's iconic artwork, music and legendary mascot Eddie to fans through an increasingly diverse range of products and experiences worldwide. Licensed products are available at specialty, fashion and mass retailers around the world, including Target, Walmart, JCPenney, Hot Topic, Spencer's, DTLR, Tillys, Fashion Nova, PacSun, Revolver, the Rock & Roll Hall of Fame, Rockabilia, Torrid, H&M, George at Asda, EMP and Primark, among others, further expanding access to the brand for IRON MAIDEN fans around the world.

The program continues to grow across North America, Latin America, Europe, Asia, Australia and New Zealand, with both regional and global partners developing products that celebrate the band's distinctive visual identity and five-decade legacy.

In the publishing arena, Centauria Editore Srl has expanded the global distribution of the IRON MAIDEN partwork program, with 50 issues planned for publish, bringing the collectible publishing series to an even broader international audience across Italy, Hungary and Argentina, with additional territories planned. IRON MAIDEN's publishing program achieved success in 2025 with Thames & Hudson's release of "Infinite Dreams", a visual history book that became a Sunday Times Best Seller and is now published in 11 languages.

Indice Sports MkT is creating a new location-based experience for IRON MAIDEN fans with "Run For Your Lives", the first official IRON MAIDEN running event in the world, taking place October 10, 2026, at Vale do Anhangabaú in São Paulo, Brazil. The event features a 5K night run, 2.5K walk and kids' races.

The IRON MAIDEN apparel and accessories program continues to expand through a diverse group of established fashion and lifestyle brands, including Dixxon Flannel, Wrangler, Clocks & Colours, Goodie Two Sleeves, John Varvatos, MADEWORN, Hard Rock International, 707 Street, and 23POINT5.

Additionally, IRON MAIDEN and Eddie continue to make a major impact across the collectibles and toy category through partners, including Handmade by Robots, Medicom Toys, Minix, Super7, Q Workshop, MAJOR BENDIES LLC, Knucklebonz Inc., and M2 Machines.

The announcement of these latest licensing partners for IRON MAIDEN coincides with another landmark moment for IRON MAIDEN: the induction into the Rock And Roll Hall Of Fame's Class of 2026. The recognition comes as IRON MAIDEN celebrates its 50th anniversary and continues its "Run For Your Lives" world tour, further underscoring the band's enduring influence and global cultural legacy.

"The fact that we have now exceeded 110 licensing partners worldwide is an incredible milestone for IRON MAIDEN and a reflection of the extraordinary strength of this multi-generational brand," said Jens Drinkwater, head of licensing at Global Merchandising Services. "What is particularly exciting is the diversity of the program. We are seeing partners across fashion, publishing, collectibles, toys and experiences find new and authentic ways to engage IRON MAIDEN fans, while continuing to respect what makes the brand so distinctive. Fifty years on, IRON MAIDEN and Eddie continue to resonate with an incredible global audience and reaching new fans every day, and we are particularly thrilled the band is getting the well-deserved recognition from the Rock And Roll Hall Of Fame this year."

A series of global licensing initiatives surrounding IRON MAIDEN's 50th anniversary further fueled interest in the band's merchandise program. At this year's EddFest, the two-day celebration held at Knebworth House in July, Global Merchandising Services showcased products from licensing partners alongside exclusive fan experiences, including the worldwide debut of the official IRON MAIDEN Milk Chocolate Eddie created with U.K. confectionery specialist Treat Kitchen. The event also featured Maidenville, Eddie's Dive Bar, Eddie's Emporium and the "Infinite Dreams" exhibition celebrating the band's remarkable legacy and five decades of Eddie.

Additionally, IRON MAIDEN continues its "Run For Your Lives" world tour, the band's global 50th anniversary tour featuring a setlist drawn from its first nine albums and a new, state-of-the-art production. The tour continues across Central and South America in October, including two sold-out-demand São Paulo dates on October 25 and 27, followed by dates in Australia, New Zealand and Japan in November. The band will take a break from touring in 2027.

Global Merchandising Services Ltd is an award-winning music, celebrity and lifestyle merchandising company. Headquartered in London and Los Angeles, Global is a licensing powerhouse with world-class expertise in design, product development, branding, manufacturing and direct sales. Global conducts business across all channels of retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing.

Photos courtesy of Global Merchandising Services