The licensing of consumers products and merchandise for the Celestial Pictures brand, Shaw Brothers Film Library properties, animation and other content is an area of business that the company is expanding by working with manufacturers and licenses worldwide for apparel, accessories, comic books, posters, poster book and pictorials.

Over the last few years, Celestial Pictures has built an extensive content licensing network for its Shaws library. Leading luxury retailer Shanghai Tang has designed a limited edition collection of "Shaw Brothers Icons of kung fu" apparel and accessories, featuring original artwork from some of the greatest Shaw Brothers martial-arts movies between the 1960s and 1980s.

Besides, Celestial Pictures has an ongoing partnership with Mcdonald's on a Prince Mackaroo figurine Happy Meal Promotion across its outlets in Hong Kong and Taiwan.