The Children's Food Campaign has conducted research that has found high sugar foods make up the majority of licensed food products.
CFC co-ordinator Malcolm Clark said the number of high sugar licensed food meant that "self-regulation has had its day."
"It is hard to resist the pester power when your child is swept up in the latest animation or superhero film craze," Clark told Marketing Magazine.
"Voluntary pledges by film studios and manufacturers seem to be having limited effect in stemming the waves of sugary products using their connection with such movies to appeal to children.
"Film and character licensing has become a £250m vehicle for encouraging excessive sugar consumption in children, and that needs to stop.
"The Committee on Advertising Practice’s imminent consultation on non-broadcast marketing of food and drink to children should be the starting point for changing the rules. But ultimately it comes down to the government following up its announcement of a sugary drinks tax by introducing similarly brave and bold measures on tackling junk food marketing."