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April 6, 2018
GLOBAL–As the $272.2 billion* licensing industry continues to expand worldwide, retailers and manufacturers are increasing finding a knowledge of the brand licensing business essential to their roles.
To aid those seeking to learn more about the licensing industry, the team behind Brand Licensing Europe has created The Brand Licensing Handbook, which outlines the nuts and bolts of licensing.
This handy guide helps those new to the industry get a handle on the lingo, craft contracts, understand the product development process and more.
Key takeaways from the Handbook include:
Licensing is defined as the process of leasing a trademarked or copyrighted entity (known as a property) for use in conjunction with a product, service or promotion.
Character and entertainment is the largest part of the global licensing industry, generating retail sales of $113.2 billion and accounting for 45 percent of total global licensing sales in 2015.**
Brands and lifestyle is a growing sector of the industry, both in terms of size and the number of blue-chip brands and organizations licensing out IP such as corporate organizations, museums, charitable associations and more.
Tips and tricks to penetrate the licensing industry and what manufacturers and retailers seeking to become licensees need to ask themselves.
Questions a licensor should ask a licensee and vice-versa.
The three principal types of a license agreement–standard, direct-to-retail and triangle sourcing–as well as traditional contract terms.
The product development process.
Case studies highlighting successful licensing programs from Start Licensing’s robust portfolio.
“The U.K. is the second-largest licensing market in the world, behind only the U.S., with retail sales here surpassing $13 billion last year to overtake Japan. Other significant markets include Germany, France, Italy, Brazil, the Netherlands and the fast-growing South East Asia and China-Hong Kong territories,” says Kelvyn Gardner, managing director, LIMA U.K. “This handbook sets out to help retailers capitalize on the enormous power of major licensed brands.
Once you’re done reading, your next stop should be Brand Licensing Europe, the largest licensing event in Europe, which will take place at London’s Olympia exhibition hall, Oct. 10-12, and will be a hotbed for deal-making, educational sessions, networking opportunities, product showcases and more.
To learn more about BLE, and to register for the event, click here.
*According to License Global’s annual Top 150 Global Licensors report.
**According to the 2016 International LIMA Annual Global Licensing Industry survey.
Read more about:Brand Licensing Europe 2017
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