License Global created this guide for any professional looking to find out more about brand licensing. Whether you are a seasoned industry veteran or new to the field entirely, this handbook is designed to give you an overview of the business potential of licensing and highlight the value of brand extensions across verticals.

License Global

February 2, 2021

1 Min Read
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Your Essential Guide to the Brand Licensing Industry

What Do ‘Star Wars’ toys, Manchester United diaries and VW camper van tents have in common? Licensing!

BRAND LICENSING HAS become a business imperative for any brand owner or product maker looking to take their company to the next level. It is one of the best ways to create an experiential shopping opportunity for customers to engage with beloved brands in novel ways.

The glamour and appeal of products licensed to hit movies, TV shows, sports events, celebrities, famous characters and even fashion brands make them eminently suitable for products across verticals and regions.

Included in the Handbook

  • What Do ‘Star Wars’ toys, Manchester United diaries and VW camper van tents have in common? Licensing!

  • The Licensing Mix - The value of different industry verticals

  • Getting started in Brand Licensing - In this handbook, we dispel some myths that surround licensing.

  • Nuts and Bolts of Licensing - DON’T PANIC! The business side of licensing really is straightforward and not as confusing as some of the vocabulary would have you believe.

  • Top Tips for a Productive Licensing Conversation

  • The Business of Licensing - vision for the products, determine how they will be sold and outline a sales forecast.

  • Designing the Product

  • Bringing Licensed Goods to a Digital Market

  • Case Studies: How Brands Are Capitalizing on New Consumer Trends - Funko, V&A, Ford, Peter Rabbit

"We hope this guide inspires you to take on new opportunities in licensing and grow your business by leveraging the power of brand extensions." - Brand Director, Global Licensing Group

About the Author(s)

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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