Iron Maiden‘s official merchandise and licensing program now includes more than 110 partner companies around the world, according to the band’s licensing agent, Global Merchandising Services.
The company announced the figure on September 30. The program covers clothing and accessories, toys and collectibles, books and magazines, and live experiences, with products using the band’s artwork, music and mascot, Eddie. Licensed goods are sold in North America, Latin America, Europe, Asia, Australia and New Zealand, through retailers including Target, Walmart, Hot Topic, H&M, Primark, EMP and the Rock & Roll Hall of Fame.
Jens Drinkwater, head of licensing at Global Merchandising Services, said: “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. 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.”
Among the newest projects is “Run For Your Lives“, which the company describes as the first official Iron Maiden running event. It will take place on October 10 at Vale do Anhangabaú in São Paulo, Brazil, and includes a 5K night run, a 2.5K walk and races for children.
In publishing, Italian company Centauria Editore has expanded its Iron Maiden collectible magazine series, with 50 issues planned, to Italy, Hungary and Argentina, with more countries to follow. The band’s 2025 visual history book “Infinite Dreams“, published by Thames & Hudson, became a Sunday Times bestseller and has been released in 11 languages, according to the announcement.
Clothing partners include Wrangler, John Varvatos, Dixxon Flannel and Hard Rock International, while collectibles and toys are made by companies such as Super7, Medicom Toy, Minix, Q Workshop and Knucklebonz.
At EddFest, the two-day 50th anniversary event held at Knebworth House in England in July, Global Merchandising Services presented products from its partners, including an official Iron Maiden milk chocolate Eddie made with UK confectionery company Treat Kitchen. The event also featured the “Infinite Dreams” exhibition, which looks back at five decades of Eddie.
The announcement comes weeks before Iron Maiden are inducted into the Rock and Roll Hall of Fame as part of the class of 2026. The ceremony will take place on November 14 at the Peacock Theater in Los Angeles.
The band are currently on their “Run For Your Lives World Tour“, marking their 50th anniversary with a setlist taken from their first nine albums. The tour moves through Central and South America in October, including two shows in São Paulo on October 25 and 27, before visiting Australia, New Zealand and Japan in November. Iron Maiden will then take a break from touring in 2027.
