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Licensing International Announces Licensing Essentials Course

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New courses for the licensing industry are being offered by Licensing International.

Licensing International, the global trade association for the $290-plus billion brand licensing industry, announced today that the annual Licensing Essentials Course will be held virtually on June 17-18, 2021 from 2:00 to 5:00 p.m. BST each day. Designed as a crash course in all aspects of brand licensing, the Licensing Essentials Course is targeted to all brand licensing professionals, with a focus on retail executives, as well as other professionals looking to break into or expand their profile in the licensing community.

The Licensing Essentials Course program will offer more than 10 workshops, panel discussions, seminars and Q&A sessions with all sessions available on-demand following the event. The two-day Licensing Essentials Course costs £99 (€119/$139) for Licensing International members and £149 (€219/$259) for non-members.

The course will provide attendees with an introduction to the brand licensing business, explore key consumer trends, and present real-world case studies from retail and licensing thought leaders. Current sessions include:

The Basics of Licensing

Terminology and mechanics of a licensing journey

Licensing Agreements & the Brexit Effect for Non-Lawyers

Understanding the document and how to address counterfeit products

Why the Licensing Agent?

The Role and obligations of an agent

It’s All in the Look, Style Guide Essentials

Developing a guide and bringing a brand to life

Let’s Get Busy, Manufacturing Licensed Products

The process and timelines for creating licensed products

Customer Attraction

How licensing comes alive in a retail environment

It’s All in the Game

Case studying Sega’s Sonic the Hedgehog against key gaming data

Sports Licensing

Bringing excitement from the field to the store

Book Worms

Leveraging events to build licensing programs

Making It Work at Retail

What retailers look for in licensed programs

Senior executives from industry-leading licensors, retailers, agents, manufacturers and consultants will lead the Licensing Essentials Course sessions including:

  • Mel Beer - Licensing Director, Amscan;
  • Susan Bolsover - Licensing & Consumer Products Director, Penguin Ventures;
  • Dave Collins - Managing Director, PowerStation Studios;
  • Rob Corney - Managing Director, Bulldog Licensing;
  • Paul Ellis - Head of Licensing & Retail, Team GB;
  • Elliot Matthews - Managing Director, Poetic Gem;
  • Denise Penn – Director, Business Development, Octane5;
  • Julia Redmond – Owner, Buyers Eye;
  • Jason Rice - Director of Brand Licensing, Sega;
  • Katie Rollings - SVP Licensing, eOne-Hasbro;
  • Graham Saltmarsh - UK Managing Director, Licensing International; and
  • Helen Webster - Licensing Director, Golden Goose.

Registration is now open at

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