Publishing Brand Licensing Special Report: Good in Print, Great in Licensing

Have you read any good books lately? Chances are one of the books you’ve added to your Goodreads list may be part of a licensing program. If there is one avenue that helps ready a brand for expansion, it’s publishing. According to License Global’s Top Global Licensors report in 2023, 21% of those polled forecasted future brand collaborations in their program would include publishing. In our last Top Global Agents report, 12% of agents saw publishing as a licensing opportunity in 2024. And for some brands, publishing is part of a long-standing licensing program with decades of partnerships. 

(left to right): DK’s “Ninjago Dragons Rising Character Guide,” DC SuperHeroes The Ultimate Pop-up Book” by Abrams and “Game of Thrones House of the Dragon” coloring book by Random House.

Book It!

Book publishing is ripe with licensed titles and robust licensing programs. The World of Eric Carle series (represented by Joester Loria Group) has global licensing in categories ranging from kids’ apparel to location-based experiences. Andersen Press bolstered its “Elmer” licensing program for the book’s 50th anniversary as a selection for World Book Day 2024 in the U.K. Dr. Seuss Enterprises has global licensing campaigns in several categories for titles, including “The Grinch” and “Oh! The Places You’ll Go!” and “The Adventures of Peter Rabbit” and “The Snowman” have extensive licensing campaigns, respectively via Penguin Ventures. More recently, Penguin Ventures created a licensing program for “Who’s in Your Book?” by author, Tom Fletcher. 

Related:March 2024

Entertainment companies have relied on publishing to extend their intellectual property. In recent months, Acamar Films renewed its partnership with HarperCollins Children’s Books to extend its “Bing” publishing to novelty books, coloring books, sticker books and more. Mattel worked with Rizzoli New York to release a coffee table book based on actor/director, Margot Robbie’s, wardrobe from her “Barbie” press tour, and Random House Children’s Publishing partnered with Nickelodeon on a series of “PAW Patrol” books based on the recent film.