The Canadian licensing agency has surpassed 15 years.

License Global

January 8, 2021

1 Min Read

January 2021 officially marks The Licensing Shop’s 15th anniversary.

The licensing agency was founded by husband-and-wife team Steve and Nancy Fowler in 2006. Previously, Steve was the president of video game developer 3D0 Europe based in the U.K. and California, and Nancy was the vice president, worldwide licensing for Viacom Consumer Products and president of DIC Entertainment’s Consumer Products division based in Los Angeles, Calif.

“We set out to become a ‘boutique’ agency, meaning we didn’t want to grow so big that our clients weren’t working with us directly and daily,” says Steve Fowler. “So, we really have to pick and choose the brands we worked on carefully. Beyond the usual categories (apparel, toys, publishing, home, etc.), we have developed brand extensions into mint bullion and stamp collections, lottery tickets, video games and mobile apps, art exhibitions, pop-up stores, saunas, barbells, craft beer, cereal and even a municipal town!”

TLS has worked with brands such as Pokémon, Shopkins, “Star Trek,” Skechers and “Sesame Street.” In 2016, TLS won an “Award of Licensing Excellence” from industry association License International for Best Character/Toy brand program representing client Moose Toys. In 2018, Nancy Fowler was honored by the License Global Influentials List naming 19 women from 18 companies that had greatly influenced the business of licensing. 

“We are proud that we license imaginatively and always strategically into an extensive scope of product categories, consumer experiences and co-brand collaborations,” says Fowler. “Once we have created a brand’s licensing plan and have client sign-off, we find the appropriate licensees and retailers to partner with.”

TLS has managed licensing programs that have sold more than $3 billion in retail sales in the U.S. and Canadian markets.

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The Licensing Shop

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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